Matching an Influencer or Celebrity Marketing Campaign with the Right Social Channel

social-media-1405601_640-e1497372709220.png

Campaigns reach maximum effectiveness when placed on the social channel that best fits a brand’s goal.

Brands of all sizes and industries have stepped up their use of influencer marketing because of its ability to reach consumers in a genuine and valuable way. Research done by Linqia.com shows that 86% percent of marketers used the tactic in 2016.

Undoubtedly successful, influencer campaigns placed with the right social channel allow brands to optimize their spend. The decision of which social channel to use depends on the broad goal of the campaign according to the points below.

 Audience

Depending on which consumer the campaign targets, one social channel may be better than another. With the extent social networks are integrating into daily lives, people of a variety of characteristics and lifestyles are active on any given channel. However, some channels are still better than others for reaching a certain demographic. Some channels, like Instagram and Snapchat, are used more heavily among millennials while others, like Facebook, are more frequently used by an older audience.

Stride gum used DJ Khaled to promote their Mad Intense Gum. They had DJ Khaled take over the brand’s Snapchat account for two days as a part of the campaign. By using Snapchat, they were able to reach the audience they intended.

Reach

If the goal is impressions and getting the brand seen by as many people as possible, the campaign is best placed on a channel conducive to that purpose. This will depend on the chosen influencer’s following on each channel. In general, Facebook and Instagram currently allow for the largest reach considering that they have the highest amount of active users.

With 121 million followers, Selena Gomez is one of the most followed accounts on Instagram. The fashion company Coach brought her on as a spokesperson in December 2016. She has posted multiple pictures with their products on her account, allowing Coach to reach millions of consumers.

 Engagement

Engagement is a more powerful and intimate tool that focuses on getting consumers to take action. While reach can mean that they just saw an ad, engagement means they acknowledged it and interacted with it; usually by liking or commenting. When matching an influencer campaign with a social channel, choose the social channel where the influencer has the most dedicated and captivated following. Overall, Facebook and Instagram are good for engagement. Snapchat isn’t the best since the content isn’t likable or shareable.

Clinique for Men was able to generate a large level of engagement by partnering with influencers on Instagram. By using ten influencers across different demographics, the brand was able to achieve 3.8 times higher engagement than on their own account. Their products showed up on accounts including professional surfer and photographer Mikey DeTemple’s with 26,600 followers. A bigger influencer they partnered with was the lifestyle blogger and traveler Justin Livingston, with 246,000 followers.

photo credit: stux via Pixabay

 

Viral Celebrity Marketing Campaigns Turn Brands into Cultural Phenomena

27323699560_2dd9989fe4_o

Great celebrity marketing partnerships coupled with creative executions can go viral, launching brands into the cultural spotlight.

Pairing a powerful celebrity with an innovative concept provides the opportunity for brands to catapult themselves into the forefront of culture. In an increasingly digital world, the climate is perfect for brands to match celebrities with clever content and go viral, reaching millions of people through shares and retweets. Campaigns go viral because of the celebrities they feature. Consumers are drawn to interesting, funny, inspiring and captivating video ads that include people that they know and can relate to. Here are three elements of viral celebrity marketing campaigns.

 Entertainment Value

Making a campaign entertaining by putting a celebrity in an interesting situation is what makes ads authentic and enjoyable. It allows the brand to integrate with the content rather than being a tack on. This is what blends the brand with the celebrity and message fluidly, without making it seem too promotional.

Nike’s series of ads with Kevin Hart achieved great popularity. The ads were able to entertain consumers and hold their interest because they told an interesting story. Being released right at the New Year when people set goals to work out, the brand had perfect timing using an adored celebrity to position their brand and product at the center of that cultural moment.

 Cost Effective

Producing video ads can be costly, but placing ads at the right time and place is often extremely expensive. When a celebrity marketing campaign is positioned in the right environment for success the ad can go viral, garnering millions of views simply from initial placement on the brand’s social channels.

Apple music’s partnership with Drake and Taylor Swift is a great example of how taking a loved celebrity, a relatable situation and combining it with a funny execution makes a brand the center of social media. These ads had millions of views within hours of their release. The virality of the ads allowed a larger reach for a much lower cost than an alternative medium.

 Leverage From Social Media

Content recommended by friends has extra pull for consumers. They are more likely to trust, buy into, and like messages shared by friends than those placed by brands. Viral videos passed along through social channels from one user to the next have more credibility. Brands benefit when their celebrity marketing campaigns are those being shared.

KitKat created the perfect circumstance to become a cultural phenomenon with their campaign featuring Chance the Rapper. By partnering with a well known celebrity across their target demographic and creating an interesting ad, they reached a vast amount of people in a meaningful way.

By making an authentically interesting ad based around a celebrity, a brand creates an opportunity for themselves to become a cultural icon.

photo credit: Joe The Goat Farmer via Flickr

How to Avoid and Respond to Celebrity Marketing Efforts Gone Wrong

kathy griffin

Take precautions before partnering with celebrities and react appropriately if an issue arises to limit being associated with controversy.

Every element of marketing brings a level of risk. Celebrities are no different. They have passionate and engaged fans, large followings, and high credibility—all of which they can transfer onto brands. However, when a celebrity has a mishap, the public’s perception of the celebrity can instantly change, and when that happens, the associated brand also takes a hit to its reputation.

Here are a few steps companies can take to greatly reduce the risk or minimize the consequences to their brand.

Conduct Research and Recognize Red Flags

It’s important to take a deep dive beforehand to find out as much as possible about the celebrity’s past. Understanding the celebrity’s character will allow for better insight into how they may behave. Brands must look for any signs indicating that the celebrity could be on the verge of controversial behavior. While these things can be hard to foresee, conducting thorough research will greatly reduce chances.

Predict the Good and the Bad

When looking at a potential celebrity partner, it’s critical for brands to evaluate areas for opportunity but also areas of potential concern. By anticipating what may happen, brands give themselves a good way to determine whether they think a partnership is right for them by comparing the conceivable good outcomes with the imaginable negative outcomes.

Decide Whether to Continue the Partnership

Depending on the severity of the celebrity’s mistake, waiting out the initial public outrage might be better in the long run. The brand must also keep their brand identity at the core of the decision making process. If the celebrity is mentioned negatively in the media but didn’t do anything that contradicts what the brand believes, then it may be appropriate to continue the relationship. Another key aspect is to take cues from the public. Seeing how the public reacts will further give brands direction on how to respond.

Squatty Potty decided to end their partnership with Kathy Griffin after she posted a picture of herself holding a replica of a bloody Trump head. The CEO issued a statement saying that what Griffin had done was completely inappropriate and not consistent with the company’s values. They took a strong approach in making sure that the public knew their standpoint regarding the issue.

Strategize How to Fix the Damage Moving Forward

Planning future celebrity endorsement campaigns, implementing PR or ad campaigns, and issuing statements to the public are all things that should be considered.

Photo credit: RedCarpetReport via Flickr

Brands Incorporate Pets into Influencer Campaigns and Celebrity Marketing

dog

In today’s digital era, influencer marketing is more popular than ever, and brands are starting to take innovative approaches.

Social media famous pets are beginning to integrate with brands, and in a cluttered media landscape, it can elevate companies above the rest. People create individual personalities and perspectives for their pets on social channels. Certain animals have huge followings and big brands are starting to look toward these pets to endorse products.

There are two of types of celebrity pets—the pets of famous people and pets that become famous themselves without a celebrity owner. One example of the former is Katy Perry’s Teacup Poodle, Nugget, who just landed a major campaign deal with Citi’s Double Cash credit card. An example of the latter is Nala, a cat with 3.4 million Instagram followers who has partnered with Friskies. Regardless of the type of celebrity pet, here are three reasons they can be great for brands.

Appeal

Positive feelings like comfort, love, and nostalgia are all strongly associated with animals. Ads that play to peoples’ emotions are very effective, and pets are a great way to use emotion to capture and maintain audience attention.

Celebrity endorsements can be made stronger by including the celebrity’s pet. This is an easy way for celebrities to be more relatable, for both those familiar and unfamiliar with the celebrity.

Content

Celebrity pet brand ambassadors generate authentic and unique content.  Pets can add a lot of character to a message.  A key to celebrity pet marketing is ensuring that it makes sense and works within the context. The execution has to be deliberate and meaningful in order for the campaign to be effective.

Brands whose products aren’t directly related to animals can still gain a lot from using them in campaigns, but they need to be clever and creative to deliver their message. A brand that did this well was Mercedes in their partnership with the Instagram famous Loki the Wolfdog, who has over 1.5 million followers. The ad got everything right, cleverly using a celebrity pet, and doing it in a creative way that made sense for the brand.

Engagement

Pets rule social media and are in the top ten most shared types of content on the web. People like to comment, share and tag their friends in posts with animals. Brands reach bigger social audiences by finding the right pet with a large social following and a creative campaign that people will be drawn to.

Overall, people love pets, and they are a safe choice with no controversy.  Many brands have benefited by partnering with celebrity pets, and more brands should consider doing the same.

photo credit: Rollan Budi via Flickr

Celebrity Marketing: How YouTube Originals Revive Google’s Ad Credibility

youtube originals

In times of unexpected ad crisis, it is very easy for brands to jump ship.

Following the Google ad crisis in which YouTube published ads next to extremist content, many brands quickly abandoned the popular streaming channel. Blue chip brands such as AT&T, Verizon, and Pepsi immediately froze their YouTube ad spend in response to Google’s negligence.

However, following YouTube’s initiative offering third-party brand safety tools, the hope is that many of their premier ad spenders will return as loyal clients.

With the push to regain trust, YouTube’s Brandcast event unveiled exciting opportunities for advertisers–seven new star-studded ad-sponsored shows. Considering these shows will be ad-sponsored, the shows will be free to viewers, intentionally designed to break the mold of other streaming services like Hulu and Netflix.

These ad-sponsored YouTube originals are backed by some of the biggest celebrity names including Kevin Hart, Demi Lovato, and Ellen DeGeneres. YouTubers Rhett and Link and Slow Mo Guys will be getting their own shows as well, tailored to their already strong following on the platform.

Katy Perry is reported to be airing a live YouTube concert on the eve of her latest album debut and Ryan Seacrest is producing a show hosted by Ludacris called Best.Cover.Ever. These new shows will contribute to the theme of generating “can’t-miss” content that YouTube is pushing to attract viewers.

Celebrities are backing YouTube’s initiative, and advocating the streaming channel as well. James Corden, host of CBS’s “The Late Late Show”, attributes much of his show’s success to its YouTube exposure. Corden’s “Carpool Karaoke” segment with Adele was the most-viral video on YouTube in 2016. His personal brand is vastly recognized and appreciated thanks to YouTube.

“I realized I didn’t have to make a show for any time slot because we had the internet — and more than that, we had YouTube,” Corden said.

Personal celebrity testimonials are extremely powerful, and show the platform is equally valuable for content creators, viewers, and brands who sponsor content.

With nearly 40 original shows set to air, the hope that purchase of Google Preferred, YouTube’s program for advertising on its most engaged videos, will increase substantially. YouTube is confident brands, that purchase these original programs, will be big buyers of Google Preferred.

Advertisers now have the opportunity to place product, purchase original shows and distribution expansion to YouTube TV.

New revenue opportunities backed by popular celebrities, can regain trust and restore integrity.

photo credit: https://i.vimeocdn.com

Celebrity Marketing: Content Creators Are Key, Not Specific Social Platforms

With dozens of social media apps to choose from, brands often centralize focus on which medium will maximize reach. While honing in on the right social platform is important, it is not the ‘be-all-end-all’ of social media success.

The key for social growth is having the ultimate content creator.

As the social media landscape evolves, so does the way that celebrities interact with their fans. The electronic band Gorillaz released a six-minute VR music video landing them an astounding 3 million views in 48 hours. While these innovative tactics to enhance fan experience are successful, it isn’t the medium that fans are drawn to.

It is what the artist does with this new technology that draws significant attention and increases their overall social value.

Many celebrities have a very specific personal brand, which presents the celebrity with an avid following that craves their thoughts. When a celebrity can build enough social credibility through their personal ideology and or niche interests, fans will follow wherever they post content.

For example, Ryan Seacrest is widely recognized for his on-screen charisma and overall positive energy, which directly translates to his social media accounts. Seacrest consistently posts inspirational notes across his social media handles, which garners significant fan interaction across the board. Being the media mogul that he is, Seacrest has 806,000+ Facebook followers, 3 million Instagram followers, and 16 million Twitter followers.

While his following on Twitter dwarfs the rest of his handles, fan interaction with his posts are fairly even across the board, due to his unique personal brand that he consistently promotes. Seacrest’s personality is extremely beneficial for media brands, which is largely why ABC signed him to co-host ‘Live with Kelly’. Thanks to Seacrest, the show is already experiencing significant rating bumps.

The same trend stands true for the social media influencer pool. When the video-sharing app Vine was discontinued, influencers were forced to translate their 6-second video fame to new platforms. Many famous Viners, such as Nicholas Megalis didn’t fully survive the transition, moving from 1.13 billion all-time Vine loops to a mere 35,000 YouTube following.

However, for Viner Ryan Bachelor (@KingBach), his own rendition of slapstick humor has enabled him to amass 16 million followers across all major social media platforms. Thanks to his unique take on comedy, his message to his following is effective regardless of platform. Bachelor can hop on his Snapchat story or tweet out a short video, and fans will still engage with the same enthusiasm as they had with Vine.

Brands such as Doritos and Brita have taken advantage of his massive following and have partnered with Bachelor to make their brands funny, relaxed, and relevant. Brands that partner with influencers give the talent an immense amount of creative control, which makes the branded message feel organic and not like a cold product placement.

For brands, now is not the time to spread thin across every available social platform. It’s time to focus on meaningful content produced by highly valued social content creators.

photo credit: www.wikimedia.org

Celebrity Marketing: Social Media stars from the Webby Awards 2017

The Webby Awards annually celebrates the best the internet has to offer, spanning hundreds of categories in six unique fields – Websites, Social, Film & Video, Mobile Sites & Apps, Podcasts & Digital Audio, and Advertising, Media, & PR.

Each category has two winners – one chosen by a body of industry experts and technology innovators, and the other by the voting public. These winners represent some of the best creators on the Internet today. The Webby Award stars are a great pool of talent to find premier social media influencers for a celebrity marketing campaign.

The social influencer landscape changes daily, which is why we’ve updated our 2016 list.

Here are some of the Webby stars you need to know in 2017:

  • Brooklyn and Bailey McKnight, identical twin fashion vloggers, won the People’s Voice for Best Celebrity/Fan for their YouTube channel BrooklynAndBailey, which owns over 3.8 million subscribers. A high percentage of their YouTube comments gush over their eyes and mascara, pushing the 16-year-old girls to possibly partner with a makeup brand or begin their own makeup line.
  • Claudia Oshry is the envy of anyone who does anything – literally. Oshry is a 2017 Webby nominee for the social media category “Weird” for her wildly popular Instagram handle @girlwithnojob. Oshry, who is unemployed, takes to her Instagram to post what she calls “relatable humor”, posting pop culture memes to engage her 2.6 million following. Captain Morgan has already taken a liking to Oshry’s high engagement, and was able to draw 4,000 people to a Las Vegas event simply because Oshry was their host.
  • Hank Green took home the honors of People’s Voice Science & Education (Channels and Networks) winner thanks to his daily YouTube series SciShow. The show’s mission is to make science applicable and interesting. The channel nearly has 4.2 million subscribers and is largely due to the fact that SciShow listens to its following. The videos posted on Tuesdays and Saturdays directly answer fan questions, giving avid viewers a reason to residually visit the channel.
  • Corinne Leigh, an eccentric YouTuber, is best known for her lifestyle DIY channel ThreadBanger. Corrine, alongside her husband Rob, are winners of the People’s Voice Film & Video Best Web Personality. Corinne and Rob are constantly posting content revolving around baking and science. Recently, the duo posted a video that revived the short lived Starbucks Unicorn Frappuccino, gaining 1.6 million views in under four days.
  • Heben Nigatu and Tracy Clayton are the winners of the Interview/Talk Show (Podcasts & Digital Audio) Webby for their booze infused podcast, Another Round. This Buzzfeed couple covers everything from race, gender and pop culture to squirrels, mangoes, and bad jokes. Nigatu and Clayton have the knack to get their guests to open up about hot button topics and then end their talks by getting their guests a round of drinks.

This year’s Webby bunch is a great place to find top tier creators and YouTube channels that are transforming the traditional celebrity endorsement landscape.

photo credit: www.vimeo.com