YouNow Could Be the Next Best Thing for Celebrity Marketing

play-145676_1280Four advantages of using YouNow.

Commercials and magazines are not the only way to target millennials. Social networking sites are proving to be a rich resource to reach Gen Y. With YouNow, viewers can broadcast interactive live stream videos. Think a live YouTube.

YouNow’s founder, Adi Sideman, said that the website has about 100 million user sessions a month and 90% of the consumption happens on mobile devices. The topics cover everything from singing to Truth or Dare.

Some companies, such as Huffington Post, have already discovered how to use YouNow to their advantage. Every week Huffington Post has a live videos series called HuffPost Now, which has over 18,000 fans.

  1. Stay relevant- It can be exhausting trying to keep up with the newest technology to reach millennials. Using the relatively new YouNow program will distinguish you from your competition as a trend spotter. This is a huge advantage because millennials want to use brands that are trendy and appeal to them.
  2. Utilize social media stars- Use social media celebs from sites like YouTube that already have a strong following.  Not only are social media stars usually more affordable than other celebrities, but millennial viewers are more likely to watch them. The connection and trust between viewer and correspondent are already established so millennials are more willing to accept the message.
  3. Directly reach your demographic- According to Sideman, 70% of the members of YouNow are under 24, so if you are trying to reach millennials this is the place to do it. You also have the ability to see exactly how many people are watching your video.
  4. Interact with your audience. YouNow allows its members to interact during the videos. You can see how the audience reacts to your product, answer any questions that they might have, and directly address their concerns or compliments. This is a huge advantage because you can know right away if people are not responding well to your message and/or product. It is also great because you can create relationships with your consumers. People want to buy from brands that they can trust.

YouNow is a great way to build trust, credibility, and awareness with your consumers.

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How Much Does a Promoted Tweet Cost?


Use Promoted Tweets to optimize your Twitter marketing campaign.

How do I know what I’m paying for?

The efficiency of the Promoted Tweets method lies in the bidding system.  You choose to bid a given amount that you are willing to pay per engagement, and the bid helps decide where and when the Tweet shows up on users’ timelines. Twitter will only charge you for the engagements that your Tweet generates. For example, organic impressions gained from the Tweet (the post showing up on a Twitter user’s timeline) will not count as engagements.  Depending on your bid, engagement costs range from $0.50-$4.00 per engagement. Engagement costs are assessed only when the Tweet is replied to, retweeted, favorited, or if the link inside the Tweet is accessed.

The budget: You will decide on a daily budget to assist with proper allocation of funds for your campaign and to ensure maximum efficiency.  There is an option for setting a total budget if you need to put a cap on the cost of the total campaign. The owner of the promoted Tweet can even specify how the budget will be spent; spread the budget evenly over the day (Standard), or spend the daily amount as quickly as possible (Accelerated).  The daily budget, total budget and bid amount can be modified at any point from the Campaign Dashboard.

What’s the process?

After you decide on a daily and total budget, you will choose a start and end point for your campaign to ensure your Tweet runs at the optimal time. Promoted Tweets use customizable systems that allow you to target the types of users your brand needs to drive awareness.  The Tweet can be engineered to reach users based on location, gender, keyword targeting, interests, or even their specific device being used to read the Tweet.

Measure the success of the campaign

Twitter’s Campaign Dashboard provides a comprehensive view of the engagements your Tweet is generating, the amount of free impressions created, and how the budget is being applied. A useful tool within the Campaign Dashboard, the Tweet Activity Dashboard, allows you to see which Tweets work best with your target audience, and what times of the day or week your Tweet is receiving the most attention.  The Campaign Dashboard also focuses on the analysis of the brand activity by measuring the organic earned media on Twitter, consisting of engagements, clicks, and free impressions that resulted from your Tweet’s engagements.

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How to Use Celebrity Marketing to Help Build Brands

Celebs build brands

With awareness as the first step towards consumer purchase, brands tap into celebrities to accelerate the decision to buy.

Celebrities have significantly increased awareness for new campaigns, product launches, new brand ideas and brand platforms.

A celebrity’s ability to be recognized and recalled brings additional attention to a campaign. They help a brand gain awareness much more quickly than traditional advertising.

Here are five examples of celebrities helping to build high levels of brand awareness quickly:

1.Mazda’s Multi-Celebrity Advertising Campaign

The largest Mazda advertising campaign in 13 years, the “Game Changer” hit all-time highs for awareness within six months using a group of familiar but not highly recognizable celebrities who fit the campaign’s theme.

Uniqueness rather than pure star power drives this campaign to large increases in familiarity, opinion and intention.

2. Jim Beam and Mila Kunis

The Jim Beam brand and American actress, Mila Kunis, have partnered for an intensive, global campaign emphasizing social media.

Yet, Mila Kunis does not personally participate in social media. It would seem risky to use a celebrity who doesn’t have a Twitter account. Just the opposite is true—this campaign has exceeded expectations.

Using a highly recognizable celebrity allowed Jim Beam to bring awareness to their social media platforms and greatly increase consumer traffic to its website.

3. Nikon and Ashton Kutcher

A growing number of celebrities have built their own brands which then in turn can be leveraged to help other brands grow.

Working with a celebrity social media superstar like Ashton Kutcher, the first person to reach one million Twitter followers, brought great awareness for Nikon. No traditional marketing tool comes close to Twitter’s ability to reach a wide audience and emotionally connect.

Ashton Kutcher’s Twitter account, @plusk, now boasts over 16 million Twitter followers.

4. Audi and Claire Danes

A short film was created to promote Audi’s return for a third year as the official automotive sponsor of the Television Academy and the Emmy Awards while cleverly tapping into Danes’ character on “Homeland.”

Results were immediate: 3 million plus YouTube views in less than 24 hours.

5. Julia Louis-Dreyfus and Jane Lynch for Healthy Choice

A group of humorous and off beat commercials mirroring Julia’s sitcoms “Seinfield” and “The New Adventures of Old Christine” were created to clearly set the brand apart from competitors.

The concept is her not being sure she wants to endorse Healthy Choice. A series of commercials bring her agent and friend (Jane Lynch) in to create some very funny ads.

Building awareness in a mature product category is challenging when product images are blurred.

Results of the campaign are strong: dollar share grew 9% without discounting while competitors were down 4% in same time period.

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The Benefit of Using a Multi-Agency Model for Celebrity Marketing

Full service advertising agencies are filled with talented people, but often lack a group of specialists that have a much narrower focus of expertise.

Brands are electing to choose a multi-agency model because of the additional expertise it provides. We become a powerful, collaborative team with distinct roles and specific areas of responsibility.

I lead a specialty agency that matches consumer brands with celebrities and licenses music for advertising campaigns and promotions. When it was created back in 1970, it was the first agency of its kind.

Our staff is made up of individuals who possess a great amount of experience and talent related to our specific focus. For instance, one of my partners is an attorney, an expert in celebrity contracts and negotiations. He leads the endorsement division which contracts highly compensated celebrities. This isn’t the kind of expertise that you will find in an advertising agency.

If you are considering a multi-agency approach for the first time, you should define who is responsible for what and who will lead your team.

Your role is like a symphony conductor. Your primary duty is to unify the performers, set the tempo, execute clear preparations and help to shape the outcomes.

It is in your best interest that your team works together, not against one another. Clearly communicating the roles, responsibilities and assignments will lessen the backstage politics and reduce the fear of agencies poaching business from one another.

Having a multi-agency team means that the people you work with are going to have very specific areas of expertise. This will be a huge benefit because you won’t have to be as concerned with conflicting interests as you collaborate to develop the best marketing campaign for your product.

Another advantage of a multi-agency model is that it should greatly reduce the amount of your work, rather than adding additional responsibilities.

Just be sure that you have an open line of communication for your team to move your campaign forward.

A multi-agency approach provides many benefits:

  • Provides specific areas of expertise which helps to assure the success of your marketing campaign.
  • It will significantly reduce and control overall marketing costs.
  • Also, specialty agencies typically costs less, thus you are paying less for expertise in a given area.
  • It saves time and minimizes costly mistakes.
  • Creating and implementing a marketing campaign is much easier.

Has your company used the multi-agency model? Share your thoughts in the comment section below.

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Celebrity Marketing: What You Should Know About Music Clearance

music and brands

To remove the mystery, avoid common mistakes, and save time, always use a professional for music clearances.

Music can be used to emotionally connect consumers to a brand. But music clearance is a time-consuming, detail-oriented process. Experienced brand marketers know the value of using a professional to help.

Music clearance consists of five areas:

  1. Determining what permissions are needed to make use of a piece of music
  2. Ascertaining the owner(s) of the music
  3. Contacting rights owners and negotiating an appropriate license
  4. Administrating written agreements
  5. Handling other functions related to use and licensing of music.

Music Clearance obtains permission from the owner of a song (the people who wrote it) or a master recording (the people who recorded it), which you would like to use.

For every song written, any number of artists may have made their own recording. As an example, “White Christmas” has been recorded by Bing Crosby, The Partridge Family, Randy Travis, Tiny Tim, John Tesh, Burl Ives, or perhaps even some guy named Herb that you just hired to make a recording. This means that song rights are separate from recording rights.

You cannot use any master recording without getting permission from the publisher(s) to use the song. Conversely, if you gain permission from the publisher, but are denied use of a particular master recording, you can always use a different master recording or record your own master with the publisher(s) permission.

Clearing a song

Any number of composers can be involved in writing one song. Each of these composers may be represented by their own publisher. A music publisher, to generalize, acts as the representative of the composer for their individual rights in regards to anyone using their song.

In order to clear a song, it is necessary to locate and contact the representative of each composer, confirm their ownership or administration percentage rights (i.e., do they own 50% of the song?), and negotiate a fee for use of their share of the song.

Negotiating a fee for use of a song is based on the type of production you have (such as a film, television show, corporate meeting, trade show, commercial, CD-ROM, web site, compilation record, etc.) Other factors involved in the negotiating process are how much of the song is used, and the manner in which it is used. There are a number of rights within different media, that can include synchronization rights, mechanical rights, performance rights.

Clearing a master recording

If you would rather use the Sid Vicious version of “My Way”, than the Frank Sinatra version, you can locate the proper record label and negotiate a use. Different artists will have different record labels and some artists have recorded on several different record labels during their careers.

Clearance of the master recording has nothing to do with clearance of the song. Publishing companies and record companies are almost always are totally separate entities. “My Way” was recorded by Sid Vicious, Frank Sinatra and many others, but was originally composed by Jacques Revaux, with French words by Gillis Thibault. Subsequently, English words were written by Paul Anka.

This is a perfect example of how complicated an apparently simple music clearance can be.

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