Celebrity Marketing Nostalgia Hits Home for Gen X and Millennials Alike

 

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In such an accelerated age, filled with anxiety and uncertainty, nothing stores more comfort than fond memories of the past.

According to a Harvard Business Review consumer study, nostalgia has proven to make consumers more willing to spend their money on consumer goods and services. Traditionally, the individuals who have the means to act on those feelings are parents falling in Generation X. However, with 16 million millennials now being parents, the appeal of connecting to a simpler time is expanding to a much wider audience.

In the advertising world, no fictional character resonates quite like Jon Hamm’s portrayal of Don Draper, the elusive star of Mad Men. In the show, Draper pitched a bold tagline to Heinz executives: “Pass the Heinz”. Rather than show ketchup, the creative would show food missing ketchup. Heinz’s current agency David Miami recognized this incredibly simple, yet genius concept and now have three ads running via the New York Post and Variety.

The conviction of Hamm’s Draper influenced Heinz’s creative approach, allowing them to connect to those who love the old Madison Ave style of advertising as well as the wide range of ages who fell in love with the show.

Revisiting a definitive era marked by beloved figures of the past enables consumers to relive the reason they first fell in love with the brand, creating positive brand association.

Domino’s has caught the nostalgic bug as well, having casted Stranger Things’ Joe Keery as Ferris Bueller, and Alan Ruck (aka Cameron Frye) in a cameo appearance, to promote the new Domino’s Tracker. By casting Keery in the Broderick role, the brand expanded to both Stranger Things and Ferris Buehler’s Day Off fandoms, cohesively meshing stories that multiple generations have fallen in love with. While nostalgic, the spot effectively targets a young tech savvy audience, showing that Domino’s can be delivered digitally via Amazon Echo or even with a waterproof watch.

AT&T’s latest campaign “Everywhere” focuses on how the magic of cinema is an experience, especially it is live-streamed. Beginning with an homage to Rocky, the creative further pays tribute to a laundry list of memorable titles including Cheers, Seinfeld, and Back to the Future.

Featuring David Hasselhoff and Big Bird, this campaign successfully unifies dated material to a product that is transcending the way consumers watch their shows. Bringing millennials and Gen X together isn’t simple, but having a unifying message with nostalgic A-list figures is certainly a good place to start.

To understand the correct way to implement brand nostalgia, it’s important to recognize potential pitfalls the tactic has with millennials. It’s crucial that nostalgia creatively ties back to topics that currently resonate with them, usually through an experience or activity. If the message doesn’t have a modern twist, nostalgic advertising’s success is brief and can be viewed as pandering by young viewers.

However, when a blast from the past is combined with a story or star that resonates with multiple generations, the old message becomes new again, revitalizing the brand in a simple yet effective way.

photo credit: www.pixabay.com

“Celebrity, Meet Influencer”: Now is the Time to Diversify Your Celebrity Endorsement Approach

There is an intangible quality to on-screen chemistry, plain and simple. For brands that aren’t niche, it is “go time” to find that dynamic celebrity-influencer duo.

It is certain that digital influencers are the future for brands striving to appeal to a younger demographic. However, for brands that are not exactly niche to today’s youthful consumer, it is important to recognize the available talent pool at both ends of the spectrum.

In the digital age, audiences are expanding for these broad-appeal brands, meaning the influencer-celebrity relationship may be the brand’s newest best friend.

Brita, dominating 70% of the filter pitcher market in the U.S, traditionally promotes a family centric theme. While the filter company may be tops in its own category, they have done an incredible job leveraging their appeal via celebrity endorsement. After signing basketball star Stephen Curry in 2015, their appeal expanded to the inner athlete in everyone.

Flash forward to 2017, and Brita has paired Steph Curry with digital comedy sensation, King Bach. The new creative produced by Brita posed a traditional dilemma: an empty pitcher in the fridge. With the power couple of Curry and Bach, the creative shifted focus onto the perfect roommate relationship, translating their comedic pairing into nearly one million YouTube views in less than a week. With Bach’s digital clout and Curry’s universal appeal, the audience for Brita stretched to incredible new heights.

Another industry finding success with celebrity-influencer teams is right in the talent’s wheelhouse; the film industry. The pairing of Dwayne “The Rock” Johnson and influencer Logan Paul for the promotion of the film Baywatch expanded the film’s brand immensely through reliance on user generated content (UGC).

In order to maintain the momentum of a successful campaign mantra, powerhouse brands lean their focus towards the viewer’s voice. UGC is any web content created by fans, functioning as free promotion for the brand. This online word-of-mouth is the best type of referral, as 86% of millennials say UGC is a good indicator of brand quality.

Johnson recently created his own production company Seven Bucks Studios, the mission being to create innovative and authentic content for its audience. As media consumers become increasingly skeptical of brand messaging, it is key that Johnson recognized authenticity as the arch of a successful message.

Fortunately for Paramount Pictures, Johnson and Logan Paul combined to drive unprecedented traffic to their brand by calling users to #BeBaywatch. Their three million plus views on YouTube caused the hashtag to instantly flood Twitter and Instagram, showing that users have power to spread a brand’s message like no other. Ultimately, the comedic, tension-filled relationship between the two made the film that much more relatable and appealing to multiple audiences.

It is certain that brands cannot appeal to everyone. However, when a brand can incorporate an array of talent that falls on both ends of the celebrity-influencer spectrum, the opportunity for brand growth is evident.

photo credit: www.premiermeetings.com

Campaigns with a Cause: How Celebrity Marketing Can Empower the Masses

Alive, Awake, Aware, Hands, Embrace, Holding, Being

From a progressive 21st century lens, it’s not “what” a brand is doing that sticks. What matters most is “why” a brand is doing so.

A well-polished brand is a promise to its following. When that promise is supported with strong social consciousness, a brand’s “why” becomes that much more appealing to those who trust their mission.

As brands increasingly become socially aware, it is important to understand the basics of Cause Related Marketing (CRM) and why the strategy is an all around winner for its four key players.

  1. The Charity
  2. The Brand
  3. The Perfect Celebrity
  4. The Consumer

CRM is a strategy used by organizations to boost revenue exchanges in both for-profit and nonprofit businesses. This philanthropic driven effort is ideal for charitable organizations because it boosts consumer awareness and provides a generous donation from the partnered brand. Many celebrities are interested in partnering with projects driven for the greater good of the world. Not only does it look good for these stars, but it feels good. When having the perfect celebrity signed for these projects, the conviction of the cause has the potential to skyrocket.

In honor of International Women’s Day this year, an A-List class of powerful women including Kerry Washington, Reese Witherspoon, and Gabby Douglas stirred incredible social media buzz for Tory Burch, calling all users to #EmbraceAmbition. Proceeds from Tory Burch sales are to go to her foundation, which is geared to empower future female entrepreneurs.

In 1994, MAC Cosmetics created their own charity, the MAC Aids Fund, where they promptly signed Rupaul as their first celebrity endorser. Over the next 22 years, the Viva Glam campaign has featured artists such as Mary J. Blige, Missy Elliot, Rihanna, and most recently Taraji P. Henson and Jussie Smollett. The company continues to outperform itself annually, as Miley Cyrus brought Viva Glam to its incredible $400 million benchmark in 2015.

These celebrity driven CRM campaigns get their deserved recognition within the brand world as well. Under Armour’s “I Will What I Want” campaign featured ballerina Misty Copeland, making the brand one of the biggest winners at the 2016 Cannes Lions International Festival of Creativity. Today Under Armour controls 75% market share in athletic wear, and much of that is thanks to the empowerment that the brand instills in its user base.

The beauty of CRM is that it’s overwhelming positivity allows for its reach to span across brand types. This calls consumers of all ages, races, shapes, and sizes to use brands that they typically wouldn’t respond well to.

The push for clean water in developing nations is an issue in particular that multiple brands have taken into consideration. Unicef’s partnership with Selena Gomez and Matt Damon’s partnership with Stella Artois both broke boundaries that have called all users to take action to take part in helping the water crisis. The issue transcends multiple brands, charities, and viewer bases, driving immense amount of funds for one sole cause.

While the celebrity certainly gets the glory, these campaigns are made to empower the consumer. For these individuals, there is a sense of pride knowing that they are doing something for the better good, alongside the celebrity they adamantly trust.

photo credit: https://pixabay.com

Part II: 6 Digital Celebrities That Can Boost Your Brand Quickly Via Celebrity Marketing

When determining effective talent for a brand campaign, it’s crucial to review their overall relevance and likability.

As mentioned in Part I, as the industry continuously leans towards a niche approach, it’s important to realize that digital talent engages younger audiences in a way that lets a brand resonate in a uniquely relatable way.

Arguably the truest way a brand can resonate with an audience is through their funny bone.

While traditional ad campaigns thrive off planned ‘tongue-in-cheek’ and slapstick humor, digital celebrities produce impromptu comedy that is immediate and personal.

Here are the final three influencers from the 2016 Variety Magazine study that particularly use comedy to enhance their YouTube clout:

  • PewDiePie: Since August of 2013, Felix Kjellberg (PewDiePie), has been the most followed YouTube account, only being surpassed once by YouTube’s Spotlight channel. The Swedish video game vlogger begins his videos with a high pitch, goofy voice making it seem as if every viewer is a close friend. His praise comes from the fact that he is genuine and unfiltered, which also drives controversy to his brand. While he may not always say the “right thing”, this vlogger speaks his mind on such an immensely influential platform, making him stand out as a truly new form of an artist.
  • Grace Helbig: This YouTuber has been an influential content creator since 2007 when she began YouTubing with her college roommate. Since then, Helbig has expanded her brand to podcasts, film, books, and television, where she created and starred in her own E! Network talk show. Marriott booked Helbig for a 2015 digital campaign for the brand’s direct booking service, calling for brand followers to “be more direct”. Helbig’s zany comedy chops offer an approach to viral storytelling that has an immediate appeal to young women.
  • King Bach : Andrew B. Bachelor, better known for his web alias King Bach, is most popular for his comedic Vine channel. Since the app’s downfall, Bach has transitioned from the 6-second platform to the big screen, stretching his 15.7 million fan base to multiple platforms. Bach uses parody to his advantage, having played Big Sean, Tupac Shakur, and Pharrell Williams in his short spoofs. Using these well known pop culture icons has allowed Bach to leverage his brand to unforeseeable levels. Bach has been used for several social media brand plugs, providing companies eyeballs that are increasingly difficult to reach via traditional means.

Comedy may not always be the answer for certain brands, but when trying to be direct with a young audience, it certainly presents itself as a viable option.

An authentic message is key, especially for Gen Z brand skeptics. Luckily for brands in the digital landscape, these six individuals are speaking their language.

photo credit: www.homeminterssante.com.br

Part I: 6 Digital Celebrities That Can Boost Your Brand Quickly Via Celebrity Marketing

With the niche approach that digital influencers bring to their global platform, it is clear that the definition of “mainstream celebrity” has changed.

Especially for millennials and Gen Zers.

Variety Magazine conducted a side by side study that compared the positive Q-scores of top traditional and digital stars, a score that utilizes celebrity familiarity to further show respondent’s “favorite personalities”. Unfortunately, among all respondents, digital influencers still continue to be no match in the awareness category to upper echelon Hollywood starlets.

For digital influencers, overall awareness does not have to be an immediate goal. What matters most is the segment that they resonate with the most: age groups 6-12, 9-14, and 13-24 year olds. The non-traditional content that digital influencers produce attracts these young media message skeptics, plain and simple.

This group had an appeal to their youngest viewers that their overall Q-score doesn’t exactly reflect. What is clear by the Q-scores, is that those that are familiar with these digital influencers also consider them to be their favorite personalities and for many of these top influencers, they are equal to some well-known traditional celebrities. There are several digital celebrities that are finally reaching the same positive feedback as critically acclaimed actors such as Brie Larson and Jeremy Renner.

Unfortunately, a truly precise way to measure the effectiveness of digital influencer brand interaction is still in its infancy. As the industry climate shifted away from a traditional approach, we took a deeper look at the influencers that paved the way as a new breed of celebrity.

Based on the Variety Magazine study, here is a current list of 2016’s top six digital influencers who continue to use YouTube to leverage their brand image across multiple channels:

  • Pentatonix: This five-member a cappella got their break on NBC’s The Sing-Off, which awarded them a recording deal with Sony Music. The group has amassed 12.8 million YouTube subscribers by covering iconic songs and adding their own unique flare that appeals to a younger audience. Riding off their victory at this year’s Grammys, Pentatonix is one of the most desired influencer groups for brands that want to portray youth and vibrance.
  • Ryan Higa: This 26 year old comedian began his career as lip-synching YouTuber in high school. After experiencing difficulty with copyright issues, Higa has been able to transform his brand, owning an impressive 19 million YouTube subscribers. Now Higa spends most of his time in the parody K-pop band Boys Generally Asian, a group headlined by YouTube’s five most influential Asian YouTubers. 
  • Bethany Mota: This lifestyle vlogger loves to show off her fashion purchases and has been doing so via YouTube since she was just 19. Since then, Mota has started her own perfume and clothing line at Aeropostale, essentially saving the brand from extinction. Recently Mota broke the coveted 10 million subscriber threshold, unconventionally positioning her as a dominant force in the fashion market.

Please stay tuned for influencers 4-6, as these three have a knack for comedy that allows users to feel heightened connection to the content they create.

photo credit: www.marketingland.com

How Brands Use Influencers & Celebrity Marketing to Appeal to Gen Z

The right celebrity will forever remain an authority figure for a brand’s audience.

When the lifestyle of a celebrity ties in well with a brand, it is very simple for the average consumer to trust a brand and its message delivered by a celebrity.

Brands have been able to thrive off of millennial engagement via traditional celebrity endorsement, whether that is with a sports icon or Hollywood starlet. However, as millennials age, the focus shifts to what appeals to Generation Z: those born between 1996 and 2010.

The current 2 billion that make up Gen Z (27% of the world’s population) are the first to grow up with the internet at their fingertips. These are the individuals that trust the everyday person on social media, rather than the apparent celebrity appearance.

With an average attention span of 8 seconds, Gen Z craves transparency and instant connection to a brand. That is a large reason why Snapchat and Instagram have their highest usage from that age category.

Here are three simple influencer marketing tips to help brands thrive:

  1. Use short video clips

With Snapchat and the recent roll out of Instagram Live, it is simple for an influencer to send out a brief message to their following on a very personal level. With a brief, yet impactful influencer video, your brand can tap into an audience that will respond and trust your message.

Social media influencer Logan Paul has provided brands such as Doritos, Dunkin Donuts, Nike, and Verizon all immense success due to short video blasts. His message is concise, exciting, and immediately grabs the audience’s attention without having to stop for brand recognition. Brand recognition becomes instantaneous, because the videos are lively and provide a direct viewer appeal.

Visual content will always remain more appealing than simple text, especially with Gen Z.

  1. Ensure your brands message aligns with influencer personality

Unlike any other portion of social media users, Gen Z has an innate desire for a personalized experience with a brand. That is why the influencer market is so vast. Young people can immediately associate an influencer with an experience they have had or desire to accomplish.

Therefore, your brand’s message must directly align with the influencer chosen. The influencer doesn’t have to be colossal to have peak brand appeal. Micro-influencers, or those who have a niche in the influencer market, will play an integral role for developing brands in 2017.

These individuals are cheap, can instill immediate trust with Gen Z, and can successfully reinforce the niche appeal of certain brands. When a micro-influencer’s niche can match that of a brand, success is imminent.

  1. Store creative trust in the influencer

An influencer is an influencer for a reason. They either have an interesting quirk, style, or persona that appeals to a massive social audience. Brands will have to relinquish a lot of creative control and allow the influencer to take over.

It may be daunting for creatives to accept, but it’s a reality of influencer marketing. After all, it is the creativity of the influencer that granted their widespread appeal and the brand’s interest in the first place.

The more a brand trusts its influencer, the more the consumer will trust the given brand.

photo credit: www.pexels.com

Facebook Commands Live Video for Celebrity Marketing

Periscope may be reborn, but Facebook Live will thrive in 2017.

There is no doubting that Facebook Live remains at the forefront of live streaming content for celebrity marketing entering 2017. Thanks to its user familiarity and instant audience connection, Facebook Live has had the luxury of paying 140 media groups and celebrities a total of $50 million to produce live content.

An overwhelming 78% of businesses that use Facebook Live claim that it is an effective marketing tool.

Moving forward into 2017, Twitter’s live stream extension Periscope has implemented 360 degree video technology that allows a broadcaster to go live and share their entire environment, making the broadcast as immersive as possible. CES’ Hardware Battlefield has already used Periscope 360 to expose their series of events to their 8.3 million following on Twitter. Now considering the Periscope feature is synced with Twitter in a single app, Periscope may possess a threat to Facebook Live.

Brands such as Airbnb, have taken to Periscope 360, allowing to provide potential users a fully immersive experience to a foreign country. The video attracted 455,000 views in a single day. Twitter astoundingly attracted a record  6.8 million viewers for the inauguration via Periscope, but the avenue has yet to reveal the effectiveness with celebrity marketing.

Currently Periscope has 1.9 million daily active users, which is astounding. Yet, when compared to the clout of Facebook’s 1 billion daily users, Periscope is simply dwarfed.

Facebook’s size should not discredit the capabilities of Periscope, as it is an extremely viable option for a current business. Yet, the tool must present itself as user friendly as possible to compete.

To Periscope’s credit, the tool presents itself as business and brand friendly. The live streaming tool enables brands to create a community with how-to videos, allowing those brands to share industry news, mailing lists, and product demos. Periscope is ideal for celebrity branding, but it simply isn’t used at the rate Facebook Live is.

According to a Socialbakers finding, media, celebrity, and brand’s “official pages” have shown preference to Facebook Live over Periscope.

Of the top 500 celebrity accounts on Facebook and Twitter, celebrities are opting to use Facebook Live at a 40% higher rate than the Periscope tool.

33% of companies were using Periscope compared to Facebook Live, but by the end of the year, preference had shifted to 47% preferring Facebook Live to Periscope.

Ultimately, Facebook is proving itself as an unstoppable live streaming force, due to its size and accessibility. Periscope may possess unique business features to effectively track celebrity engagement, but currently the comfortability of Facebook Live will help the platform remain in its own live streaming class for celebrity marketers.

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