Enhancing Voice Experiences with Celebrity Marketing

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Using voice technology, brands distinguish themselves amongst competition and develop strong customer relationships.

Artificial intelligence are two words that have become common place in this newfound digital world. It is a form of reasoning and problem solving that allows computers and machines to function and guide intelligently. As artificial intelligence continues to evolve, voice-based devices have erupted onto the scene, leaving a lasting impact on the advertising industry.

With the introduction of voice search, consumers are more likely to speak into voice-based devices than enter a typed request. According to MarketingProfs, approximately 55 percent of teenagers and 41 percent of adults use voice search at least once a day.

In one year alone, sales of voice-based devices have quadrupled, from just 6.5 million devices sold in 2016 to more than 24.5 million in 2017. As consumers become more comfortable with voice-assistant technology, brands are forced to adapt to an environment of minimal control.

Brands must convey their messages in an almost subliminal manner accounting for consumers’ time, location and circumstance while retaining the value of the message. Keyword search is changing too, and as a result, SEO needs to take a more conversational approach, forcing brands to create new, engaging content to reach their audiences.

While creating new content in an ever-changing digital world may seem intimidating, there are several opportunities for advertisers with voice-based devices, including partnering with a celebrity.

Voice-assistant technology exposes a new form of “always-on” interaction between consumers and brands. It forms an instant, open dialogue, creating a conversational user experience.

Although there are a few voice assistants that dominate the market, like Amazon’s Alexa and Google’s Assistant, the barriers to entry are low, allowing brands both large and small to enter the voice technology space.

As voice technology grows globally, brands have the opportunity to monetize their audiences through “voice-native” ad experiences.

Importantly, millennials are driving the market for voice-based assistants. With millennials at the helm of voice technology, brands are able to target this large group of consumers by utilizing artificial intelligence marketing.

Voice technology can also be heightened by the power of celebrity. By partnering with a celebrity while also using voice-based devices, brands attract more consumers and develop a stronger relationship with their audience.

For example, Oprah became the first celebrity voice featured on Amazon’s Alexa, promoting the Favorite Things storefront on Amazon. While her voice is not a permanent feature, her audible presence helps draw attention to voice-based devices and the potential the technology holds for brands. The familiarity of a celebrity voice like Oprah is comforting and encouraging.

Screen browsing could soon become a thing of the past. Voice technology is game-changing technology with the potential to flip the digital world upside down. Brands who learn to adapt beyond the screen and into a world of voice-dominated advertising will settle market share and competitive advantage.

photo credit: Adam Bowle via Flickr.com

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Selling Authenticity with Celebrity Marketing

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Brands prove successful when trustworthy celebrities endorse their products.

Brands work tirelessly to create strong emotional and truthful connections with their audience. Because consumers connect well with celebrities on an emotional level, brands should select celebrities who carry a recognizable, authentic and credible demeanor.

As social media continues to become a window into the lives of celebrities, brands must work diligently to ensure that their celebrity partner promotes the same authenticity as the brand. Consumers frequently hold the expectation that brands will do more than simply sell a product, but rather work hard to create a trusting atmosphere.

To establish that trusting atmosphere, brands should partner with the right celebrities who can help promote products in the most natural and truthful way.

For instance, blatant and obvious brand advertisements posted on celebrities’ social media accounts do not create strong emotional ties. Consumers see right through these branded endorsements and keep scrolling. However, celebrity postings that integrate a brand’s product organically and convincingly will catch consumers’ attention.

For example, professional basketball player, Kevin Durant, built his relationship with Sparkling Ice on authenticity. Durant, a real life consumer of the zero-calorie carbonated water, was interested in a partnership with the company. As soon as Sparkling Ice caught wind of the Durant’s inquiry, they knew their sponsorship relationship would be a success because their bond was built on genuine, demonstrated interest.

Celebrity and influencer marketing has been rated as the fastest-growing way to grab online customers. Despite this success, marketers need to continually ask questions as the consumer landscape evolves.

What does our consumer base care about? How should we align the brand with those causes? What channels will have the strongest influence?

Although the answers to these three questions are not the same, all three answers address the same topic of authenticity. As brands have the opportunity to connect with consumers, they need to invest in the celebrity who best matches their beliefs as well as their audience.

In adopting the use of celebrity marketing, authenticity and transparency are critical. As information is more readily available in today’s social media landscape, consumers are not afraid to look beneath the surface and confirm that brands are using celebrities with credibility.

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Celebrity Marketing at Sporting Events

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When it comes to sporting events, celebrities and social media are the major players driving social engagement before, during, and after the game.

The impact of celebrities on audience engagement at sporting events is real. The impact of social media on audience engagement is just as real. Combined, these two influential forces and sporting events become one dynamite hotspot for brands to connect with fans.

Linking popular marketing campaigns to high-profile sporting events is not a new idea. However, the rise of social media adds a valuable, new element to the marketing mix. When social platforms work hand-in-hand with celebrity marketing campaigns featured at major sporting events, audience engagement will increase.

Brands that are able to generate creative and compelling videos can drive social engagement surrounding sporting events. Using the power of social media, these videos may become viral and generate buzz around the event. Similarly, brands featuring celebrities within their marketing campaigns at sporting events can achieve higher levels of engagement.

Beyond simply creating buzz, well-known sports teams and their social channels have found a way to engage with sports fans during the actual event.

A few professional sports teams have figured out how to draw attention away from personal phone screens and attract fans to the only screen that matters, the jumbotron. The Philadelphia Eagles, Seattle Sounders and San Francisco Giants use technology powered by Tagboard that shows their Instagram stories on massive displays inside the stadium. These teams have found the way to grow their social media followings and also keep the focus on the field.

Combining celebrity title with social media, these sports teams engage fans, while still promoting their brand. As teams recognize this potential for branding, they discover ways to monetize content.

In addition, these massive displays take fan engagement another step further by featuring user-generated content. This keeps fans involved in the action on the field, while simultaneously becoming the focus of the screen. Furthermore, Tagboard created a tool that makes it easier to search content across keyboards, phrases, accounts and hashtags.

Tagboard has put a new spin on advertising during sporting events. Brands that want to get a leg up and connect with sports fans must recognize the influence of celebrity marketing and in turn, create captivating video content for social media platforms that will get fans involved.

photo credit: Pexels via Pixabay.com

Celebrity, Influencer Marketing and Shoppable Ads a Powerful Combination for Increasing Ecommerce

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Brands with a bottom line goal of converting social media users into customers, shoppable ads with influencers and celebrities are a great option.

Combining the effectiveness of celebrity marketing with the quick and easy conversion allowed by shoppable ads creates a dynamic marketing opportunity for brands.

By reducing the amount of steps consumers need to take to buy a product featured in a post with their favorite celebrity or influencer, brands are seeing increased sales and using the tactic more frequently.

Shoppable influencer ads are not only leading to higher conversion rates, they are also giving brand marketers a clearer way to measure return on investment (ROI). They can determine what ads are performing the best and how well they are performing.

Links on social posts across the major platforms enable tracking sales from social media efforts. Purchases made can be traced back to the source to determine how many sales can be attributed to the ad.

Here are a few brands leading the way in shoppable influencer ads:

The clothing brand Loft partnered with actress Busy Philipps to produce a shoppable video ad campaign on Instagram. The campaign included a series of longer videos cut down into several clips and posted on the brand’s account.

Using the Like2Buy platform, consumers were able to view the ad and then use the link to visit the brand’s ecommerce site and see the items Busy had picked as her favorites.

Celebrity and Influencer ads on Snapchat are being revived since the platform recently debuted the ability for brands to link right to their websites.

Teva Women’s Health partnered with actress Sophia Bush to work on a campaign generating awareness about alternative birth control options. The #NoHormonesPLZ campaign included a ten second Snapchat video ad with Sophia instructing viewers to swipe up to learn more.

Users were able to go to the website for the campaign and sign up to enter the sweepstakes right through Snapchat.

The organization was able to get more entries by making the link closer to consumers and requiring less action to participate.

MikMak is a company that creates, measures and distributes shoppable ads on behalf of brands. Through their attach feature, brands are able to attach links to their ecommerce sites within their Snapchat ads or Instagram Stories.

Several brands began testing out the beta version of the service in spring 2017. GoPro, Birchbox and Dr. Brandt skincare are among those who have encountered success with the feature.

Birchbox created a series of shoppable video ads for their Mother’s Day campaign. Dr. Brandt Skincare saw a huge ROI, with a 500 percent increase in sales from Instagram for facemasks over a span of 10 days.

Seeing as all of these brands have used influencer marketing in the past, it will be important to keep an eye out for how they capitalize on the early adoption of tools like these to combine celebrity marketing with shoppable ads.

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Updates to Facebook, Instagram and Snapchat: What Brands Need to Know for Their Celebrity Marketing

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Big changes are taking place across the major social channels as they compete to one up each other and rise above the rest.

Brands and marketers need to stay up to date and adapt their campaigns based on updates. Social and digital trends change quickly. In order to lead the pack and get the most out of a campaign, brands must stay current and be ready for more change.

Social Media has become an integral part of nearly all marketing campaigns.

Here is what the major social channels are doing next, along with some insight on how these features affect influencer and celebrity marketing.

Facebook

Facebook announced that they’ll be releasing an app for influencers to create videos. The feature will operate with Facebook Live and only be accessible to celebrities, journalists and internet influencers, or any other verified accounts.

Brands can integrate themselves with celebrities in an entirely new way through this feature. Current celebrity endorsement avenues include celebrities posting on their Facebook pages or influencers mentioning products or brands in their YouTube videos. The video creation app combines both, creating a new opportunity for brand and celebrity partnerships.

Snapchat

After receiving a lot of criticism from marketers and advertisers who want to use metrics to assess campaigns, Snapchat has tried to match the other social channels in terms of data and analytics. They released the paperclip tool which allows links to be attached to snaps.

This provides brands opportunity to drive more traffic to their websites and measure how much traffic comes from the ads’ placement on Snapchat specifically. When promoting a brand on Snapchat, celebrities can now include a link to whatever the brand chooses right within the snap.

Instagram

In an attempt to help brands follow the endorsement rules put forth by the FTC, Instagram launched a “paid partnerships” feature. It allows celebrities to clearly mark the posts that feature the partnerships they have with brands.

This feature allows brands to be clear and transparent about endorsements. Using this tool on Instagram will keep brands out of conflict with the FTC.

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Across all social media platforms, more tools for data and analytics are being developed. Social channels are accommodating brands’ demands for better marketing outlets and striving to provide the best place for ads.

Using these tools as they are released gives brand marketers opportunity to showcase their campaigns and provides helpful insight for planning future campaigns.

Facebook and Twitter are among channels focusing on live streaming events. This trend is another to follow as it develops. With the decline of TV, this is another potential format for celebrity marketing campaigns to flourish.

 
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Viral Celebrity Marketing Campaigns Turn Brands into Cultural Phenomena

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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.

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How to Avoid and Respond to Celebrity Marketing Efforts Gone Wrong

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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.

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