Classic Brands Make a Comeback with Celebrity Marketing

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Nothing sells like a celebrity, especially when trying to bring older brands back to the forefront.

Brands leave long lasting impressions and establish strong bonds with consumers. In an ever-changing world, brands come and go, leaving consumers without their favorite go-to items. In order to bring a brand back to life, celebrity marketing builds awareness quickly, helps take market share from competitors and creates a strong emotional connection to buy.

Celebrities have long served as the public face of brands, but now they are being tapped to help brands return to the limelight. In addition to serving as a trusted trendsetter, celebrities serve as human billboards.

The popularity of classic brands can be traced back to various celebrities. Whether celebrities are endorsing a product, sporting the merchandise or even creating alliances, classic brands can meet or exceed previous success using celebrities to communicate their message.

For example, Reebok partnered with top fashion model, Gigi Hadid, in an effort to gain more popularity. Although the brand has been in existence for years, using celebrity marketing is the best method to invest in the brand’s existence for the years to come.

Similarly, Coach made a comeback using celebrity marketing. Despite being a top-seller in the 1990s, the logo-heavy leather goods fell out of the mainstream. In order to reemerge in the accessories industry, they used singing sensation, Selena Gomez. As the new face of Coach, Gomez has helped to create playful and eclectic designs that are a must-have for all young millennial girls, breathing new life into the brand.

While celebrity marketing is one of the most effective and successful ways to reintroduce a brand, it is not the only way.

Brands can make a comeback appealing to both old and new customers by tapping into nostalgia, completely overhauling and rebooting the brand, and utilizing social media as well as other digital channels.

As brand marketing continues to adapt and evolve, classic brands have managed to stay popular by using celebrity marketing. These classic brands remain successful because they have picked up on the one thing many disregard. That is, consumers strive for things they cannot have, and thus as an alternative, they choose to live vicariously through the products in connection with celebrities.

So, if you are the next brand thinking about making a bold comeback, who better to help market your product than a trusted, popular and admired celebrity. With their large following and strong influence, there is no denying that their help can restore your brand to what it once was.

photo credit: Matteo Mignani via Flickr.com

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Embracing Culture with Celebrity Marketing

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Brands can stand out with cultural intelligence and promise.

What exactly is cultural intelligence and how does it relate to brands?

Cultural intelligence is the power that brings brands to the forefront of current events. It has the ability to drive brand growth and create iconic brands.

Cultural intelligence is the ability to relate to and work effectively across cultures. When brands consistently communicate with their audience and constantly deliver on the promise they make, brands demonstrate cultural intelligence.

Brands that strive for success must be relevant in the rapidly evolving culture of consumers. Brands that ignore the now and the cultures that ensue go unnoticed and appear out of touch. As a result, brands must work alongside current events, co-creating culture through music, sport, fashion, etc.

One way brands can work alongside, while also creating culture is through celebrities. The popularity of celebrities spans all cultures and directly influences consumers. Celebrities help brands establish the iconic image they desire and further stress the brands’ promise to consumers.

A celebrity marketing campaign is an extension of a brand’s cultural intelligence. It proves the brand understands consumers’ wants and needs in the current culture climate in order to establish a connection.

Embedding brands into culture is a long-term strategic venture. However, by understanding and embracing culture, brands are able to project their image beyond simple advertising and spark interest amongst consumers.

Along with cultural intelligence comes cultural promise.

It is the brand’s commitment to stay true to its core beliefs and promises. The more consistently and emphatically brands dedicate themselves to their promise and to culture, the greater its significance factor. With strong significance and a boost from celebrity endorsements, brands not only look successful, but become symbolic.

Although it may seem that consumers dominate in this ever-changing world, it is important to remember brands have a unique advantage. Using their cultural intelligence and promise, brands can engage with and influence culture. It is culture that persuades consumers and keeps brands in the limelight.

photo credit: vonderauvisuals via Flickr.com

Updates to Facebook, Instagram and Snapchat: What Brands Need to Know for Their Celebrity Marketing

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Big changes are taking place across the major social channels as they compete to one up each other and rise above the rest.

Brands and marketers need to stay up to date and adapt their campaigns based on updates. Social and digital trends change quickly. In order to lead the pack and get the most out of a campaign, brands must stay current and be ready for more change.

Social Media has become an integral part of nearly all marketing campaigns.

Here is what the major social channels are doing next, along with some insight on how these features affect influencer and celebrity marketing.

Facebook

Facebook announced that they’ll be releasing an app for influencers to create videos. The feature will operate with Facebook Live and only be accessible to celebrities, journalists and internet influencers, or any other verified accounts.

Brands can integrate themselves with celebrities in an entirely new way through this feature. Current celebrity endorsement avenues include celebrities posting on their Facebook pages or influencers mentioning products or brands in their YouTube videos. The video creation app combines both, creating a new opportunity for brand and celebrity partnerships.

Snapchat

After receiving a lot of criticism from marketers and advertisers who want to use metrics to assess campaigns, Snapchat has tried to match the other social channels in terms of data and analytics. They released the paperclip tool which allows links to be attached to snaps.

This provides brands opportunity to drive more traffic to their websites and measure how much traffic comes from the ads’ placement on Snapchat specifically. When promoting a brand on Snapchat, celebrities can now include a link to whatever the brand chooses right within the snap.

Instagram

In an attempt to help brands follow the endorsement rules put forth by the FTC, Instagram launched a “paid partnerships” feature. It allows celebrities to clearly mark the posts that feature the partnerships they have with brands.

This feature allows brands to be clear and transparent about endorsements. Using this tool on Instagram will keep brands out of conflict with the FTC.

Social Overall

Across all social media platforms, more tools for data and analytics are being developed. Social channels are accommodating brands’ demands for better marketing outlets and striving to provide the best place for ads.

Using these tools as they are released gives brand marketers opportunity to showcase their campaigns and provides helpful insight for planning future campaigns.

Facebook and Twitter are among channels focusing on live streaming events. This trend is another to follow as it develops. With the decline of TV, this is another potential format for celebrity marketing campaigns to flourish.

 
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How to Avoid and Respond to Celebrity Marketing Efforts Gone Wrong

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Take precautions before partnering with celebrities and react appropriately if an issue arises to limit being associated with controversy.

Every element of marketing brings a level of risk. Celebrities are no different. They have passionate and engaged fans, large followings, and high credibility—all of which they can transfer onto brands. However, when a celebrity has a mishap, the public’s perception of the celebrity can instantly change, and when that happens, the associated brand also takes a hit to its reputation.

Here are a few steps companies can take to greatly reduce the risk or minimize the consequences to their brand.

Conduct Research and Recognize Red Flags

It’s important to take a deep dive beforehand to find out as much as possible about the celebrity’s past. Understanding the celebrity’s character will allow for better insight into how they may behave. Brands must look for any signs indicating that the celebrity could be on the verge of controversial behavior. While these things can be hard to foresee, conducting thorough research will greatly reduce chances.

Predict the Good and the Bad

When looking at a potential celebrity partner, it’s critical for brands to evaluate areas for opportunity but also areas of potential concern. By anticipating what may happen, brands give themselves a good way to determine whether they think a partnership is right for them by comparing the conceivable good outcomes with the imaginable negative outcomes.

Decide Whether to Continue the Partnership

Depending on the severity of the celebrity’s mistake, waiting out the initial public outrage might be better in the long run. The brand must also keep their brand identity at the core of the decision making process. If the celebrity is mentioned negatively in the media but didn’t do anything that contradicts what the brand believes, then it may be appropriate to continue the relationship. Another key aspect is to take cues from the public. Seeing how the public reacts will further give brands direction on how to respond.

Squatty Potty decided to end their partnership with Kathy Griffin after she posted a picture of herself holding a replica of a bloody Trump head. The CEO issued a statement saying that what Griffin had done was completely inappropriate and not consistent with the company’s values. They took a strong approach in making sure that the public knew their standpoint regarding the issue.

Strategize How to Fix the Damage Moving Forward

Planning future celebrity endorsement campaigns, implementing PR or ad campaigns, and issuing statements to the public are all things that should be considered.

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Celebrity Marketing: Social Media Stars from the Webby Awards 2017

The Webby Awards annually celebrates the best the internet has to offer, spanning hundreds of categories in six unique fields – Websites, Social, Film & Video, Mobile Sites & Apps, Podcasts & Digital Audio, and Advertising, Media, & PR.

Each category has two winners – one chosen by a body of industry experts and technology innovators, and the other by the voting public. These winners represent some of the best creators on the Internet today. The Webby Award stars are a great pool of talent to find premier social media influencers for a celebrity marketing campaign.

The social influencer landscape changes daily, which is why we’ve updated our 2016 list.

Here are some of the Webby stars you need to know in 2017:

  • Brooklyn and Bailey McKnight, identical twin fashion vloggers, won the People’s Voice for Best Celebrity/Fan for their YouTube channel BrooklynAndBailey, which owns over 3.8 million subscribers. A high percentage of their YouTube comments gush over their eyes and mascara, pushing the 16-year-old girls to possibly partner with a makeup brand or begin their own makeup line.
  • Claudia Oshry is the envy of anyone who does anything – literally. Oshry is a 2017 Webby nominee for the social media category “Weird” for her wildly popular Instagram handle @girlwithnojob. Oshry, who is unemployed, takes to her Instagram to post what she calls “relatable humor”, posting pop culture memes to engage her 2.6 million following. Captain Morgan has already taken a liking to Oshry’s high engagement, and was able to draw 4,000 people to a Las Vegas event simply because Oshry was their host.
  • Hank Green took home the honors of People’s Voice Science & Education (Channels and Networks) winner thanks to his daily YouTube series SciShow. The show’s mission is to make science applicable and interesting. The channel nearly has 4.2 million subscribers and is largely due to the fact that SciShow listens to its following. The videos posted on Tuesdays and Saturdays directly answer fan questions, giving avid viewers a reason to residually visit the channel.
  • Corinne Leigh, an eccentric YouTuber, is best known for her lifestyle DIY channel ThreadBanger. Corrine, alongside her husband Rob, are winners of the People’s Voice Film & Video Best Web Personality. Corinne and Rob are constantly posting content revolving around baking and science. Recently, the duo posted a video that revived the short lived Starbucks Unicorn Frappuccino, gaining 1.6 million views in under four days.
  • Heben Nigatu and Tracy Clayton are the winners of the Interview/Talk Show (Podcasts & Digital Audio) Webby for their booze infused podcast, Another Round. This Buzzfeed couple covers everything from race, gender and pop culture to squirrels, mangoes, and bad jokes. Nigatu and Clayton have the knack to get their guests to open up about hot button topics and then end their talks by getting their guests a round of drinks.

This year’s Webby bunch is a great place to find top tier creators and YouTube channels that are transforming the traditional celebrity endorsement landscape.

photo credit: www.vimeo.com

Resources for Celebrity Marketing: Part Two

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Confirm your “gut instincts” with quantitative data from those who matter most.

As mentioned in Part One, the process of choosing a celebrity for a marketing campaign is not simple. The Burns Celebrity Vault allows us to put together a list of viable celebrities, but once this list is created, we need a way to determine which celebrity may be best for a marketing campaign. In doing so, we can help to make sure the heavy price tag does not get wasted on someone who is relatively unfavorable or disliked.

An E-Score is a way to measure the relative marketing effectiveness of an individual celebrity. Essentially, this score allows us to determine how marketable a celebrity may be based on how he/she is viewed by the general public. Each celebrity is given a number based on their appeal, awareness and up to 46 different attributes. In using this number, we are able to compare a list of celebrities and see which is the most marketable.

First, a celebrity is measured based on their awareness. This is first divided between male, female and both, which allows you to see the difference in awareness based on gender. This could be extremely important if your campaign is directed towards a specific group of people.

Awareness is then further broken down into name, face and total. So for example, if you want to know how many males recognize Justin Bieber based solely on his face, E-Score can give you an exact percentage.

The second factor taken to account when calculating an E-Score is appeal, or how the respondent generally feels about the celebrity. This is broken down into six categories: like a lot, like, like somewhat, dislike somewhat, dislike and dislike a lot. Similarly to awareness, these are further broken down by name, face and total.

Through an algorithm, the awareness and appeal scores are weighted and then set against other celebrities to create the E-Score. In this way, the E-Score works like a percentage. If a celebrity has an E-Score of 98, they are in the 98th percentile.

E-Score also factors in attributes for each celebrity. Each respondent is given 46 different attributes and asked to choose any that relate to the celebrity in question. From there, we are able to get a better, more specific picture of how the celebrity is viewed.

For example, Taylor Swift’s top five attributes are talented, attractive, stylish, over-exposed and beautiful. Each attribute is given as a percentage to tell us how many respondents felt the celebrity possessed that attribute.

E-Scores should be used for two purposes: to confirm your formal list of viable celebrities and to guarantee your first choice will be agreeable to an audience and good to promote your brand. E-Score is a guideline to determine how people relate to the celebrity and whether or not this aligns with what your brand is trying to accomplish with the campaign.

While E-Scores can be extremely helpful, they are limited if you miss identifying ALL the potential celebrities within your budget. In many cases, a celebrity with a slightly lower score may be a better fit with your brand than one with an extremely high score. Just because a celebrity has a lower awareness or appeal does not necessarily mean they would be the wrong choice.

photo credit: Epollresearch.com 

Why Brands Should Use Twitch for Influencer Marketing

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One of the most promising websites is ripe for brands to seize competitive advantage.

Amazon’s Twitch is a video streaming platform where users can broadcast their gaming to the world. It has been a blossoming site since its launch in 2011, so much so that Amazon spent almost a billion dollars to acquire it in 2014.

With 10 million active daily users and over 2 million unique content creators per month, there is no denying the reach Twitch has as a social network platform. With Twitch’s increasingly popular appeal, brands need to take advantage, especially if they are looking to market to gamers and millennials. It is interactive, uncut, live, and genuine, something that millennials crave from influencers.

In order to help brands connect with these millennials, Amazon launched, Gear, a program in which users who stream through Twitch will be able to feature products they like as a widget on their page and receive a commission from Amazon for sales they refer. Twitch’s Gear is a strong example of how Amazon turns influencers into colleagues and helps with brand recognition amongst millennial consumers.

Beyond Gear, brands can use influencer marketing on Twitch in other ways.

One of the most straightforward ways brands can utilize is to hire a gamer for a sponsored stream. There are plenty of celebrities on Twitch from actors to athletes. Twitch also has plenty of “Twitch famous” gamers with vast and loyal followings.  Gamers love the concept of playing a video game with one of their favorite celebrities. When sponsoring a gamer on Twitch, brands can broaden their audience because they are reaching the gaming community as well as the celebrity’s audience.

Another way to sponsor a stream is to have your brand logo on the stream and in the stream’s title. This option is a great opportunity for product placement in the gamer’s camera throughout the stream.  For example, Jack Link’s sponsored three gamers known to have lively outburst, so it aligned well with their “hangry” campaign. Also, a brand could create a special tag associated with the brand or product that would pop up when certain achievements or frustrating fails occur, such as sponsoring a big play in a game.

Esports are also a unique sponsorship opportunity for brands. Brands can take advantage of the large viewership of this phenomenon by sponsoring these big tournaments.  Twitch hosts these live tournaments on their site where people can watch and play, so brands can get online advertising as well as brand integration and real life advertising at the event.  For example, Totino’s hosted a Call of Duty tournament that averaged 30,000 live viewers and handed out pizza rolls to the fans at the tournament.

With Twitch, there are many opportunities for brands to sponsor celebrities, streams and tournaments in the gaming world. This unique streaming site allows for brands to reach a new audience, specifically gaming millennials. Twitch is also currently working to expand their user demographic, branching out from gaming to include cooking, painting, beauty tutorials and more. This will ultimately provide a variety of opportunities for brands to take advantage of this growing platform and reach millennials in a new and exciting way with influencer marketing.

photo credit: Flickr.com