3 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