Resources for Celebrity Marketing: Part One


The Burns Celebrity Vault is a one-of-a-kind resource that makes the celebrity selection process simpler, easier and more efficient.

When it comes to picking a celebrity for a marketing campaign, the process is not simple. When finding the right celebrity match, a brand must take into consideration things such as cost, celebrity interest, conflicts and many other factors. In order to find the right celebrity, you need a resource that takes all these factors into consideration, and still provides great celebrity options. That’s where the Celebrity Vault comes in. The Celebrity Vault is a state-of-the-art database that has accumulated information on over 25,000 different celebrities from all ends of the spectrum for over 40 years, which makes for a much easier, faster and better celebrity selection process.

The Celebrity Vault contains celebrities from sports, entertainment, music and more. In this case, a “celebrity” is not just the people you always see or immediately think of, but rather anyone who is well-known or has consistently been in the news. This wide definition of a celebrity allows you to find any type of celebrity you could possibly need or want, not just the most obvious ones. Celebrities are then segmented by type such as actors, athletes, age and gender. The exceptional variety of celebrities in the Celebrity Vault means there are plenty of celebrity options for any campaign or budget.

Celebrities are then further categorized by over 700 lifestyle demographics. These demographics can include any type of interesting fact about a celebrity, not just the information you know off-hand. The Celebrity Vault includes the information you would typically ignore, forget or be unaware of, like whether a celebrity collects classic cars, had colon cancer or owns dogs. Whether it is interests, hobbies, charitable ties or health conditions, these lifestyle demographics allow for a much faster and better selection process.

The Celebrity Vault also includes the likely costs of celebrities for TV appearances, speaking engagements and other endorsement opportunities, which allows you to find celebrity options within your budget. No matter your budget, you will likely be able to find a pool of realistic celebrities for your campaign.

The Celebrity Vault is extremely helpful for brand marketers because it can help find a celebrity for even the most narrowly-defined marketing strategies. It makes the process quicker, easier and better for finding the perfect celebrity match for a brand. The wide variety of celebrity options, segmented by over 700 lifestyle demographics, makes sure not to overlook your options when finding the right celebrity.


Why Brands Should Take Celebrity Marketing to Virtual Reality

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Virtual reality is a must-have for those serious about the next wave of digital video.

Virtual reality (VR) puts fans and audiences at the center of the experience, allowing for more engaging and exciting content. From a brand perspective, VR creates many new opportunities to connect with their audience, play into public interest and pull more attention to their message. Brands ready to get on board with this new trend can do so with celebrity marketing.

VR is a three-dimensional, computer generated environment that allows the user to immerse him or herself into a visual world and interact within the environment. With new innovations such as the Oculus Rift, Google Cardboard headsets and YouTube 360 degree video, virtual reality allows for immersive, digital storytelling that was not possible only a few years ago. There are many different possibilities for virtual reality, and brands have only just begun to take advantage of it.

Augmented and virtual reality is a big trend, gaining a significant amount of media and public attention. Anything having to do with VR seems to get favorable attention, including apps and YouTube videos. YouTube celebrities such as Casey Neistat and Louis Cole have taken advantage of the trend with 360 degree videos at events like the Oscars and places like Sierra Leone, Africa. Even YouTube itself has started live streaming events in 360. Apps such as Pokémon Go have taken the world by storm, earning up to $1.6 million daily. People who have been quick to jump on the trend have seen many favorable results.

A few brands have jumped on the trend as well, looking to the immersive experience as a way to attract attention and create meaningful experiences. The New York Times took advantage of virtual reality by sending over one million Google cardboard headsets to subscribers, and is now working with advertisers to create content to work alongside The Times’ VR videos. Etihad Airways has worked with Nicole Kidman to create a virtual reality experience for anyone on board Etihad’s A380. Both of these brands are creating unique experiences for their customers, and connecting with them in a way that is innovative and unique.

Entertainment and marketing are two natural fits for virtual reality, which makes celebrity marketing perfect for this new trend. A celebrity has the ability to deliver a message uniquely, creating attention and recognition that cuts through the clutter consumers deal with on a daily basis. We will likely start to see brands giving audiences a front-row seat to a Beyoncé concert or the Super Bowl through virtual reality, but the opportunities don’t have to end there. There are many possibilities with virtual reality, and it is a must-have for brands looking to tap into something new and innovative.

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Authenticity in Celebrity Marketing


Authenticity is usually the most important part of content, especially for younger generations.

At a time when most of what we see on social media is idealized, millennials believe advertising is unrealistic.  Because of this, 43% of millennials value authenticity over content. When it comes to advertising, consumers want to hear from the people they trust, and they trust people more than logos. Celebrity marketing is one of the best ways to be authentic – as long as it’s done correctly.

When looking for a celebrity for your marketing campaign, it’s important to find someone who loves your brand. But you don’t necessarily have to go for the most obvious choice. Just because you are a food company doesn’t mean you need to partner with a chef. Sometimes a message coming from an unexpected source is a smart way to be more authentic and create a stronger, more lasting campaign. Plus, you can be sure the celebrity really loves your product if they are willing to venture away from what his/her audience expects.

Just the act of including a celebrity in your campaign doesn’t necessarily create authenticity. When working with a celebrity, it’s important to give up some control and let the celebrity have an opportunity to tell your brand’s story. Your brand doesn’t want to mess with trust and credibility, and neither does the celebrity. It’s almost as important to maintain the celebrity’s brand as it is yours, so it’s best to equip the celebrity with the right information, and let them craft the message using their own words. That way, the message sounds more authentic to the celebrity’s audience because it is coming from someone they trust.

Once you find the perfect celebrity, building a relationship and having honest exchanges is the best way to create a more authentic message. Finding out how your brand fits into the celebrity’s lifestyle and using that information adds more value to the campaign. People think of their favorite celebrities as their friends, and they know the celebrity well enough to recognize when a message is contrived. Having a good relationship with a celebrity and using their genuine opinion is one of the best ways to ensure an authentic message.

Working with a celebrity is a great way to make a marketing campaign feel authentic, because their audience already trusts what they have to say.  When partnering with a celebrity, it’s important to find a balance. Your brand needs to remain the star while the trustworthy celebrity delivers your message, making it stand out from the clutter. By creating a good relationship and collaborating on the campaign, your marketing efforts are much more likely to feel authentic to an audience, especially young ones.

photo credit: Google images (Disclosure: Old El Paso is a Burns client)

Celebrity Marketing: The Power Couple


Celebrities may be extremely influential on their own, but as a couple their combined influence makes a much more powerful unit for advertising.

Shared fan bases and increased media interest raises their individual and collective worth, extending their shelf life and putting them at the forefront of the media. By appearing together in advertisements , magazine covers, campaigns, or simply sharing photos together on Instagram, couples can utilize their union and establish themselves as a desirable brand. The couple’s personal life then becomes their most marketable aspect, increasing engagement on every level.

Gigi Hadid and Zayn Malik are a prime example of putting a couple on a pedestal in the media. Since their start, the couple has been highly publicized. Gigi’s appearance in Zayn’s music video for “Pillowtalk”, followed by their spread together in Vogue, only created more popularity surrounding their relationship. Despite the status each holds on their own, together they create a brand that no one can avoid seeing in the media.

Chrissy Teigen and John Legend are a perfect example of how a publicly-shared relationship can charm a fan base and strengthen a brand. The couple is reported on constantly, whether for news on their married life, their new baby, or the loyalty they display toward each other on a daily basis. They are constantly sharing snippets of their personal life on social media and sticking up for each other when they receive negative backlash. Their brand as a couple hinges on the world’s obsession with their married life.

Beyoncé and Jay-Z are a great example of how negative comments don’t have to mean a negative effect on the brand, but can rather lead to more engagement and interest. Amid cheating rumors with the release of Beyoncé’s album, Lemonade, buzz about the couple has sky-rocketed. By playing out their marital drama in the public, there is even more publicity surrounding the couple. And by doing it through music, fans are enthralled by the couples honesty and willingness to share their secrets with the public.

The combined influence of a celebrity power couple is something that almost no celebrity on his/her own can match. The appetite for celebrity couples, mixed with their combined media presence, creates a highly-marketable brand with unparalleled engagement.

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Digital Celebrities Pull Millennials Away From Movies and Television for Celebrity Marketing

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Four reasons to book a digital celebrity for your next marketing campaign.

Knowing which celebrity appeals to your demographic can make or break a campaign. If the celebrity isn’t highly recognizable or influential then they’re not the right person for the brand. So, who are the right celebrities for millennials? You may automatically think Emma Stone or Bradley Cooper, but think again. Digital celebrities, such as Youtube stars, may be a better spokesperson for your brand.

Traditional TV viewership by 18-24 year-olds has dropped about 32 percent from 2011 to 2015, according to a study by Nielsen and analyzed by MarketingCharts. That decrease in TV viewers has resulted in an increase in social media users. Viewers ages 13-24 watch an average of 11.3 hours of “free” online video content per week compared to 8.3 hours of regularly scheduled TV, according to a 2014 study by Defy Media.

Here are 4 reasons why millennials admire digital celebrities and why the online celebrities are a better option for certain brands:

Digital celebrities are more relatable: According to the Defy Media study, 67 percent of millennials stated digital outlets deliver content they can relate to versus 41 percent for TV. Viewers get a look in to the everyday lives and personalities of digital stars; they see where they live, meet their families, and learn their hobbies. This makes digital stars less distant and more personable than celebrities that are only seen on the big screen.

Digital celebrities are more accessible: You can’t really take a quick break to watch an entire movie but you can for a six second video. With over 85 percent of millennials owning smartphones (Nielson), it is incredibly easy for social media celebrities to have their work reach a large number of viewers. The celebrities themselves also become more approachable than traditional celebrities by sharing authentic content on platforms with user interaction.

Digital content is basically free: You don’t need a monthly subscription to Netflix, movie pass, or ITunes gift card to enjoy these celebrities’ work; all you need is a computer or smartphone. Digital stars shine on social media platforms, such as Youtube, Instagram, or Pinterest, which are all free to use.

Digital celebrities have greater influence: If millennials are more frequently exposed to digital celebrities’ content and feel as though they genuinely connect to their personalities, the celebrities are more trustworthy and believable. In fact, the Defy Media study found that 63 percent of all respondents said they would try a product or brand recommended by a YouTube personality, while only 48 percent stated that TV and movie star powers had influence, regardless of age.

photo credit: Zoe Sugg, Caspar Lee & Joe Sugg via photopin (license)

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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Dancing with the Stars Launches Super Bowl Celebrity Marketing Commercials


Revealing a celebrity’s charisma is the “x-factor” for endorsement deals.

Over the last 12 years, “Dancing with the Stars” (DWTS) has been a launching pad for celebrities and athletes who may not receive a lot of face time; thrusting them into the spotlight. Former athletes are able to showcase their personality and charisma outside of sporting events to millions of viewers on a weekly basis. Several DWTS alums have made appearances in Super Bowl commercials, building off of the persona they have created on the dance floor.

Bill Nye

Bill Nye is a mechanical engineer, science guru and TV personality who is best known for his TV series “Bill Nye the Science Guy,” which ran during the 1990’s. After the end of the series, he went on to do smaller projects and didn’t receive much attention. Things changed after he was on season 17 of “Dancing with the Stars” in 2013. His appearance on the show, although it was short lived, opened him up to other big opportunities. He now has his own science show on Netflix, which was renewed for a second season in June 2017.  He was also featured in a Super Bowl 51 ad for Henkel’s Persil ProClean laundry detergent.

Von Miller

Von Miller is a linebacker for the Denver Broncos. He had his turn on “Dancing with the Stars” during season 22. The show allowed him to show a different side of his personality and portray himself as a fun and personable guy. He was picked up Pepsi and Tostitos to do a Super Bowl 51 commercial teaser. The ad positions him as the ultimate “party planner.” He mentions that party planning is a passion of his outside of dancing and football which are also his hobbies. His role on DWTS clearly played a part in giving him the image that Brands like Pepsi wanted for big time ads.

Emmitt Smith

Emmitt Smith, a Hall of Fame former NFL running back, was the season 3 winner of “Dancing with the Stars.” While Smith is known in the sports world as one of the greatest running backs in NFL history, he quickly gained a reputation for his impressive moves on the dance floor. Although Smith is well-known as an all-time great on the field, his visibility greatly increased as millions of viewers now know him from DWTS, and his celebrity status is now more prominent than ever. During the 2015 Super Bowl, Smith made a satirical appearance as the owner of a BBQ themed restaurant in the commercial.

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