Tailoring Celebrity Marketing to Individual Social Platforms

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Social media is not one-size-fits all.

Joining the social media bandwagon just for a presence on social media does not work. A casual Facebook page or basic ad on Instagram is not enough. Each social platform has its own nuances that distinguish one channel from another.

Granted, any company wanting to spread its message to as wide as an audience as possible should be on multiple social platforms. However, it is important to recognize each social channel’s unique audience. From there, brands must creatively reach users by differentiating between these platforms and determining which and what type of celebrity influence is going to be most successful.

Brands need to determine content that will perform best on each platform factoring in the celebrity that will best enhance the campaign.

For instance, what does well on Instagram may not do well on Snapchat, and what works for Facebook may not work for Twitter. Each social media platform has its own tone and language. For example, Twitter’s 140-character limit, encourages users to keep their messages concise. In contrast, Instagram emphasizes the power of pictures to express its social content. Whenever creating social content, it is always important to remember that it should match the platform’s community and norms.

Likewise, individual social media platforms take on different roles. Whereas Snapchat is well-suited for raising brand awareness among millennials and Generation Z, Twitter frequently responds to customer complaints.

In addition, brands should think about the length of its content. Although Snapchat is no longer limited to 10 second videos, millennials respond best to ads that are short. So, when thinking about what advertising content to post next, keep in mind that the shorter the ad the better.

Moreover, visual style of brand content varies per platform. Content on Snapchat and Instagram are encouraged to be vertical, restricting the way brands create advertisements.

Tailoring content and identifying the right celebrity fit for each social media platform demonstrates that a company understands social media and has a solid strategy in place.

Ultimately, brands must learn the tricks of the trade if they are going to effectively advertise and market. Celebrity marketing is an excellent way of engaging users on social media, but if done incorrectly, brands will pay the price.

photo credit: TeroVesalainen via Pixabay.com 

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Traditional Media Remains an Optimal Environment for Celebrity Marketing

8625795674_9be45d8f8f_zSocial and digital platforms are increasing in popularity, yet TV, radio and print are still home to some of the most dynamic celebrity marketing campaigns.

While many brands are upping their digital ad spend and taking advantage of the data and analytic tools social media channels are debuting, many brands are still investing deeply in traditional platforms.

These traditional platforms have advantages of their own and remain a powerhouse destination for marketing campaigns. As the use of new media continues to proliferate, traditional media is, at the least, an important supplemental piece to most campaigns.

Here are some of the benefits of using each form of traditional media and some successful celebrity marketing campaigns executed across them.

Radio

Radio and voiceover ads are more cost efficient than ads that run in other media without sacrificing a large reach. Statista found in spring 2016, 54.1% of Americans ages 18-64 listened to the radio each day. This put radio at third on the list of media with the most daily users, behind TV and email.

Buffalo Wild Wings used actor John Goodman, best known for his role in the 1990’s TV show “Roseanne,” to voice radio ads. The brand also released a TV commercial version of the ad, allowing for greater coverage and more recognition across two outlets.

By using a recognizable and strong sounding celebrity voice, Buffalo Wild Wings was able to grab the attention of listeners in key regions they wanted to target.

Print

According to The Association of Magazine Media (MPA), a study by Nielsen Catalina Solutions

showed magazines had the highest average return on advertising spend when compared to display, cross media, linear TV, mobile and digital video.

Aveeno, the skincare brand, has a long running partnership with actress Jennifer Aniston. They have run a variety of different print ads featuring Jennifer in several different publications. Since 2012, the ads have appeared in People, InStyle, Marie Claire, Allure and Elle.

The brand used the medium successfully by executing a long term campaign with different creative across magazines with different readerships.

TV

TV persists as the media platform with the largest daily reach. According to Statista, in spring 2016, 75.5% of US population was exposed to broadcast/cable TV each day.

Pizza Hut partnered with “Saturday Night Live” star, Kristen Wiig for a campaign promoting their brand image as the company that delivers the pizza consumers want, fast.

In the ad, Kristen portrays multiple different Americans all with the same desire of what Pizza Hut can provide. The brand was able to cleverly mimic the diversity of the audience of the medium within the ad, making it relatable to many different consumers who are exposed to it.

The campaign includes a 30 and a 60-second spot supplemented with a radio spot, digital efforts and social media posts, making for a strong 360 campaign.

photo credit: Michele Ursino via Flickr

Celebrity Marketing in the Healthcare Industry has Huge Benefits for Brands

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The connection fans feel to celebrities is intensified when they speak about medical causes or products.

Medical issues are generally very personal and intimate. When a celebrity makes a move to promote a medical product or cause, they show their fans a level of trust and openness that fans often look for but do not always get.

Fans feel closer to the celebrity for sharing the news and have a higher respect for them and for the cause or product they are endorsing in light of it.

Fans that are affected by the same condition feel a special connection to the celebrity and have even more allegiance to what they have to say on the topic.

For these reasons, celebrity marketing in the healthcare industry is extremely successful and useful. Here are some of the most impactful uses of celebrity marketing in healthcare.

Abbvie, a biopharmaceutical company, partnered with Julianne Hough, an actress and professional dancer best known for her role on “Dancing with the Stars.”

In 2008 she revealed she has a medical condition called Endometriosis. The disease is estimated to affect 1 in 10 women but isn’t well known or easily diagnosable.

In March 2017, Abbvie announced its partnership with Julianne in their campaign titled “Get in the Know about ME in EndoMEtriosis.” The goal is to educate women on recognizing symptoms of the disease and provide women who have the disease an opportunity to talk about their experiences.

Abbvie made a power move by enlisting an admired celebrity to bring attention to a cause that affects such a large segment of the population.

In addition to using celebrities to promote general health causes, brands can also partner with celebrities to promote specific products. This approach has high potential, as long as brands are careful to follow all regulations to avoid legal trouble

Valeant Pharmaceuticals produces a toe fungus treatment medication called Jublia. They recruited NFL greats Deion Sanders, Howie Long and Phil Simms to promote the product.

The brand aired a 30 second TV commercial during Super Bowl 50 with a comedic tone starring the three athletes.

Valeant Pharmaceuticals matched their use of celebrities with the right platform and audience. By airing the ad during the Super Bowl they were able to reach many potential consumers, and by using celebrities that made sense in that context, they were able to make a purposeful connection.

Tecfidera is a prescription medication produced by biotechnology brand Biogen, used to treat the autoimmune disease Multiple Sclerosis. The brand partnered with Jamie-Lynn Sigler to promote the product.

The actress, best known for her role on “The Sopranos,” revealed in early 2016 that she has Multiple Sclerosis. Shortly afterward the “Reimage MySelf” campaign debuted.

The campaign touted Jamie-Lynn as a former Tecfidera patient and included a website with written pieces of her stories dealing with the disease.

The brand won a second place award at the 2017 Direct to Consumer National Advertising Awards in the category of Best Use of Celebrity in Campaign/PSA. Their effective use of a celebrity allowed them to garner support from other MS patients and increase awareness and usage of their product.

photo credit: Pictures of Money via Flickr

Three Ways to Incorporate Celebrity Marketing via Pinterest’s Latest Experiential Tools

Now, with the roll out of a camera-based search engine for their 150 million unique monthly viewers, Pinterest positions itself among the elite social media celebrity marketing tools.

Considering the app’s niche approach to the marketplace, Pinterest has struggled to keep up with Snapchat and its innovative ad measurement technology.  70% of the company’s ad revenue came from the 11 major strategic marketing tools launched in 2016, propelling the app back into the forefront of innovative ad traffic measurement. Luckily for Pinterest, the number of advertisers using the app’s data offerings quadrupled by year’s end.

A majority of Pinterest’s marketing profit now hinges on tactics that are tailored for the app itself, differentiating Pinterest from its top competitors.

Pinterest recently introduced Lens, a mobile app that enables a phone’s camera to identify nearby objects and instantly display related items from Pinterest. The visual search technology is allegedly able to recognize 1 billion objects, allowing Pinterest users to ideally match any desired object in sight with a brand or product. With this type of experiential technology being added to the marketplace, it is certain that the younger user base that Pinterest has will immediately gravitate to the platform.

34% of Pinterest’s user base are millennials and older Gen Zers falling between the ages of 18-29, an age group that is highly receptive to visual and experiential marketing rather than traditional advertising means. For these younger users, once a trusted influencer is matched with a brand, the rest of the purchasing process is seamless.

Here are three ways Pinterest can have celebrities work with brands:

  • Keyword Campaigns:  Unlike the various other keyword campaigns that search marketers are accustomed to, Pinterest now has their ads posted as visual pins. Thanks to the app’s visual pin-saving structure, Pinterest can better understand how users are saving a celebrity’s interests. Pinterest can match celebrity interests with a designated brand and share that insight directly to advertisers through keywords. This allows the users, to in turn, intake promoted products at the utmost personal level.
  • Shop the Look: As an extension of Pinterest’s Buyable Pins program, which allows users to “pin” an item and purchase it right through the app, the ‘Shop the Look’ feature now allows Pinterest users to shop by pin preference. Macy’s, Nieman Marcus, and Wayfair are partnering with this innovative shopping filter, which opens up the floodgate for celebrities associated with those brands. Now if a user sees Adam Levine wearing Dior, they can simply”shop his look” and find products of similar brand, taste, and style.
  • Promoting blogs: Many celebrities have passions that align well with Pinterest’s theme of beauty, fashion, and home goods. Therefore, they also have the opportunity to promote brands associated with that interest. For example, Lauren Conrad promotes categories titled Primp, Wear, and Get Fit.  Many celebrity personal pins have products within them that are gifted from brands tailored to their unique interests, which drives an influx of traffic to those specific brands.  

While Pinterest may not possess the same universal social clout as Snapchat and Instagram Live, Pinterest has a unique opportunity to excite its niche user base with celebrity influencer interaction.

photo credit: https://c1.staticflickr.com

Celebrity Marketing: Keeping Up with Millennials Through Snapchat

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Reach younger target audiences on social media beyond Twitter in a timely way with Snapchat.

Brands have been successfully advertising through social media apps such as Twitter and Instagram. In an attempt to keep up with Millennial’s changing interests, brands started creatively utilizing Snapchat as a legitimate marketing platform. Once an unconventional place for early-adopter brands to investigate advertising success, Snapchat is one of the most common and innovative methods for brands looking to reach Millennial audiences.

Snapchat’s user base has only continued to grow since its release on the Android in November 2012.  According to venturebeat.com, the app’s audience reached 161 million daily users by the end of December 2016. Over the last five years, various big name brands such as Taco Bell, Sour Patch, Free People, and even General Electric have jumped on the picture messaging bandwagon.

Here are some great examples of brands’ use of Snapchat―

World Wildlife Fund –  #LastSelfie Snapchat Campaign

WWF used the disappearing element of the Snapchat application as inspiration to raise awareness about endangered species in their #LastSelfie campaign. The #LastSelfie snaps included images of species throughout the world that are endangered and quickly disappearing. Images included pandas, tigers, and polar bears with copy such as “better take a screenshot this could be my #lastSelfie.” The purpose of this was to emphasize the fact that if people don’t take action in real life, these animals will actually vanish forever.

NBA – Kevin Durant’s MVP Announcement

NBA used Snapchat to help generate excitement surrounding Kevin Durant’s MVP announcement. To increase awareness and anticipation of Durant’s MVP award, the company made use of the Snapchat Stories feature. Through a three photo story “snap,” they encouraged users to watch Durant’s acceptance in real time on NBATV.com and NBA.com.

GrubHub – Summer Interns

GrubHub utilized Snapchat in a very creative way by using it to help find their summer interns. Through the Snapchat Stories feature, the online food ordering company let users know that they were looking for an intern with “Snapchat Skillz.” The six image story explained how interested candidates could apply by submitting a snap of their best doodle. According to Snapchat founder Evan Speigel, many users and fans took to other social media platforms to praise the ad.

McDonald’s – Choose Lovin

McDonald’s (an avid Snapchat user) released a sponsored advertisement for the “Choose Lovin” campaign. The story was a 15-second animated video that featured some of pop-culture’s most famous enemies, from Batman and the Joker to Dorothy and the Wicked Witch, becoming friends through McDonald’s. The Snapchat clip was a snippet of a longer commercial that ran on TV and other media platforms.

photo credit: http://photopin.com

 

Determine The Best Celebrity For A Marketing Campaign

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When considering a celebrity for a campaign, start the process by reviewing key brand aspects including; objectives, goals and strategies.

With thousands of celebrities available, narrow the list using these ten questions to identify the type of celebrity that fits the campaign.

1.    What is the planned marketing activity (advertising, promotions, trades, etc.) for the next 12-18 months? The different types of marketing activity, advertising role and service days, will in large part determine the celebrity fee. Condensing service days may be necessary to stay within budget.

2.    What is the brand’s positioning and how has it changed recently? A new positioning could signal a larger celebrity role to help break thru the clutter and build awareness quickly.

3.    What are the brand’s advertising strategies? Celebrities focus on the advertising portion of the campaign and may be concerned with how the campaign could change their image. Providing as much upfront information is essential in making them more comfortable.

4.    What are the most important observations/hypotheses/beliefs about the consumer target? Use the most important takeaways and evaluate the celebrity’s scores within these key areas. Focus on their scores in key areas vs the total score, which may be skewed by an attribute (s) unimportant to the target audience.

5.    Is there a secondary target and how relevant is it to this initiative? Having an important secondary target should expedite celebrity selection. A small group of viable candidates will emerge appealing strongly to both targets.

6.    How, and to what degree is your customer and consumer marketing efforts integrated? A celebrity provides one recognizable image across all channels with one voice. The celebrity then becomes the ‘glue’ which holds together an integrated campaign.

7.    Which trends, recent developments, new technologies or factors are effecting the direction of the campaign? A final celebrity choice is usually determined by who is the strongest fit and addresses one or more of these challenges.

8.    What key issues and opportunities are facing the brand in the coming year? Celebrity spokespeople have been effective in many situations including building awareness quickly, increasing sales, and taking share from competitors.

9.    What are the social media goals? Currently, two different approaches are working for brands in celebrity social media. Celebrities with large social media followings and celebrities with no social media presence are both leading campaigns successfully. If the goal is to drive consumers to the brand’s website, consider those who don’t participate in social media. They may even be more effective.

10.  Which brand (s) in your category are currently using celebrities? A great opportunity exists to “one up” competitors hiring a celebrity who is a stronger fit for future purchase. A celebrity who is more likeable, credible, and recognizable will help increase sales and market share at the expense of your competitors.

photo credit: Celestine Chua via photopin cc