Traditional Media Remains an Optimal Environment for Celebrity Marketing

8625795674_9be45d8f8f_zSocial and digital platforms are increasing in popularity, yet TV, radio and print are still home to some of the most dynamic celebrity marketing campaigns.

While many brands are upping their digital ad spend and taking advantage of the data and analytic tools social media channels are debuting, many brands are still investing deeply in traditional platforms.

These traditional platforms have advantages of their own and remain a powerhouse destination for marketing campaigns. As the use of new media continues to proliferate, traditional media is, at the least, an important supplemental piece to most campaigns.

Here are some of the benefits of using each form of traditional media and some successful celebrity marketing campaigns executed across them.

Radio

Radio and voiceover ads are more cost efficient than ads that run in other media without sacrificing a large reach. Statista found in spring 2016, 54.1% of Americans ages 18-64 listened to the radio each day. This put radio at third on the list of media with the most daily users, behind TV and email.

Buffalo Wild Wings used actor John Goodman, best known for his role in the 1990’s TV show “Roseanne,” to voice radio ads. The brand also released a TV commercial version of the ad, allowing for greater coverage and more recognition across two outlets.

By using a recognizable and strong sounding celebrity voice, Buffalo Wild Wings was able to grab the attention of listeners in key regions they wanted to target.

Print

According to The Association of Magazine Media (MPA), a study by Nielsen Catalina Solutions

showed magazines had the highest average return on advertising spend when compared to display, cross media, linear TV, mobile and digital video.

Aveeno, the skincare brand, has a long running partnership with actress Jennifer Aniston. They have run a variety of different print ads featuring Jennifer in several different publications. Since 2012, the ads have appeared in People, InStyle, Marie Claire, Allure and Elle.

The brand used the medium successfully by executing a long term campaign with different creative across magazines with different readerships.

TV

TV persists as the media platform with the largest daily reach. According to Statista, in spring 2016, 75.5% of US population was exposed to broadcast/cable TV each day.

Pizza Hut partnered with “Saturday Night Live” star, Kristen Wiig for a campaign promoting their brand image as the company that delivers the pizza consumers want, fast.

In the ad, Kristen portrays multiple different Americans all with the same desire of what Pizza Hut can provide. The brand was able to cleverly mimic the diversity of the audience of the medium within the ad, making it relatable to many different consumers who are exposed to it.

The campaign includes a 30 and a 60-second spot supplemented with a radio spot, digital efforts and social media posts, making for a strong 360 campaign.

photo credit: Michele Ursino via Flickr

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Celebrity Marketing in the Healthcare Industry has Huge Benefits for Brands

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The connection fans feel to celebrities is intensified when they speak about medical causes or products.

Medical issues are generally very personal and intimate. When a celebrity makes a move to promote a medical product or cause, they show their fans a level of trust and openness that fans often look for but do not always get.

Fans feel closer to the celebrity for sharing the news and have a higher respect for them and for the cause or product they are endorsing in light of it.

Fans that are affected by the same condition feel a special connection to the celebrity and have even more allegiance to what they have to say on the topic.

For these reasons, celebrity marketing in the healthcare industry is extremely successful and useful. Here are some of the most impactful uses of celebrity marketing in healthcare.

Abbvie, a biopharmaceutical company, partnered with Julianne Hough, an actress and professional dancer best known for her role on “Dancing with the Stars.”

In 2008 she revealed she has a medical condition called Endometriosis. The disease is estimated to affect 1 in 10 women but isn’t well known or easily diagnosable.

In March 2017, Abbvie announced its partnership with Julianne in their campaign titled “Get in the Know about ME in EndoMEtriosis.” The goal is to educate women on recognizing symptoms of the disease and provide women who have the disease an opportunity to talk about their experiences.

Abbvie made a power move by enlisting an admired celebrity to bring attention to a cause that affects such a large segment of the population.

In addition to using celebrities to promote general health causes, brands can also partner with celebrities to promote specific products. This approach has high potential, as long as brands are careful to follow all regulations to avoid legal trouble

Valeant Pharmaceuticals produces a toe fungus treatment medication called Jublia. They recruited NFL greats Deion Sanders, Howie Long and Phil Simms to promote the product.

The brand aired a 30 second TV commercial during Super Bowl 50 with a comedic tone starring the three athletes.

Valeant Pharmaceuticals matched their use of celebrities with the right platform and audience. By airing the ad during the Super Bowl they were able to reach many potential consumers, and by using celebrities that made sense in that context, they were able to make a purposeful connection.

Tecfidera is a prescription medication produced by biotechnology brand Biogen, used to treat the autoimmune disease Multiple Sclerosis. The brand partnered with Jamie-Lynn Sigler to promote the product.

The actress, best known for her role on “The Sopranos,” revealed in early 2016 that she has Multiple Sclerosis. Shortly afterward the “Reimage MySelf” campaign debuted.

The campaign touted Jamie-Lynn as a former Tecfidera patient and included a website with written pieces of her stories dealing with the disease.

The brand won a second place award at the 2017 Direct to Consumer National Advertising Awards in the category of Best Use of Celebrity in Campaign/PSA. Their effective use of a celebrity allowed them to garner support from other MS patients and increase awareness and usage of their product.

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Brands Avoid Entanglement with Societal & Political Issues by Using Celebrity Marketing

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Brands with clear standpoints on political issues open themselves up to losing consumers who disagree.

Celebrity marketing allows brands to appeal to a wide variety of people and remain neutral on societal issues. Using a celebrity that is respected and well-liked will generate widespread appeal for a brand.

In a very polarized political climate, brands that make their political values clear in their marketing and branding lose a considerable amount of consumers and brand fans that fall on the other end of the spectrum.

Celebrities are the best way to stay away from societal issues and ensure brands gain and retain consumers.

A study done by the American Association of Advertising Agencies and research firm SSRS showed that consumers don’t like when brands focus their branding around societal and political issues. 58% of respondents reported feeling this way.

The 2017 Super Bowl, just a few weeks after President Trump’s inauguration, was filled with commercials that contained political messages.

84 Lumber’s 90 second spot regarded the controversial topic of immigration. It showed the story of immigrants traveling from Mexico and entering through a door in the wall President Trump has discussed building to keep out illegal immigrants.

Seeing as it was focused on such a divisive issue, the ad and the brand received a strong negative response from many people.

Not only do consumers have opinions about what brands’ political beliefs are, they take action and desert brands they disagree with.

A survey conducted by Ipsos, a market and opinion research company, revealed that 25% of consumers admitted that in the past three months they had boycotted a brand because its political leanings contrasted with their own.

With the data the survey provides, it’s safe to conclude that the backlash that 84 Lumber received on social media translated into lost consumers. By so distinctly showing their values in this ad they set themselves up to lose potential business from a massive amount of people.

The survey included 28 different brands. Amongst them were Uber and Nordstrom, both who took politically charged actions in the months prior. Uber, by lowering prices during an airport taxi strike that was in protest of Trump’s immigration ban, and Nordstrom, by pulling Ivanka Trump’s clothing line from their stores. Both brands saw over 30% boycott rate from the opposing side.

Comcast and Intel were included in the survey as well. It was revealed that they were two of the brands that were mainly unscathed in the minds of consumers.

Both Brands have partnered with celebrities in that past, allowing them to achieve likability and respect from the masses and avoid political topics.

Intel has long partnered with “The Big Bang Theory” star Jim Parsons. In March 2017, they released an ad featuring him and LeBron James, two very well-liked celebrities. Comcast has worked with Sofia Vergara, Taylor Swift, Cole Hamels and Matt Ryan to construct a positive and non-controversial image.

Both brands were able to avoid boycotts by using celebrities to cultivate a good public perception.

photo credit: Ian Freimuth via Flickr

How to Reach Multiple Demographics with the Same Campaign through Influencer Marketing

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Big brands have led the way in using a wide range of micro-influencers to reach a variety of consumers.

Having a single campaign activated across numerous influencers allows brands to access more than just the typical, narrow target market. Strategically using influencers that impact a variety of populations can allow campaigns to reach far beyond the usual scope.

Rather than using a large number of influencers who have followings with similar characteristics, brands can use influencers with extensively different backgrounds whose followings are diverse. This allows brands to use the same central campaign to connect with a larger sphere of people.

Here are a few brands who have successfully executed this approach.

Walmart

In spring 2017, Walmart launched its “Fight Hunger Spark Change” campaign in partnership with Feeding America. Their goal was as many donations as possible to secure meals for hungry Americans. Walmart used 7 influencers on Instagram to spread awareness for the cause and increase donations.

A charitable cause as broad as this one could be taken up by a massive array of people from all different backgrounds. Walmart mimicked this through their use of a mixture of influencers. From professional soccer player Sydney Leroux to YouTube personality and cook Rosanna Pansino to professional skateboarder Ryan Sheckler, Walmart covered a broad spectrum of influencers.

The result was a huge engagement rate of 23% and raised $1.5 million.

Axe

Axe partnered with 30 male influencers for their “Find Your Magic”campaign with a goal to break the cycle of toxic masculinity and support men in destroying stereotypes and using hair products.

The Haircare VP of Unilever (the company that owns Axe), Piyush Jain, was quoted in AdWeek saying “this is the first time male influencers from all different walks of life are coming together to inspire guys to start styling.”

Amongst the 30 were actor Josh Peck, cooking channel star Josh Elkin and video gamer Joshua Ovenshire. With just these three celebrities, Axe was able to reach men with disparate interests by involving influencers with an assortment of personalities and fan bases who openly used Axe products on their social channels.

Gap

For their “Styld.by” campaign, Gap partnered with multiple prominent influencers across several categories. They enlisted photographers, writers, singers, models and bloggers amongst others, spanning different cultural backgrounds, races, genders and stages in life.

Each of these influencers posed for photos wearing Gap clothing mixed in with their own pieces showing how they incorporated the brand into their own styles.

The material was posted on several platforms, including Gap’s social channels, the influencers’ personal channels and the online community dedicated to the campaign.  

Using influencer marketing allows brands to extend their target market on a budget and/or create multiple campaigns.

photo credit: Mike Mozart via Flickr

Brands Seize Advantage Using Sports Stars to Reach Youth Market via Celebrity Marketing

wheatiesBrands grab the attention of children and adolescents by using pro athletes they idolize for endorsements.

Children are encouraged to “dream big,” and for many of them, that big dream is to one day be a professional athlete. Many kids keep this dream long into adolescence and spend their entire childhood embracing their fandom of these big name athletes. Kids see athletes as super heroes and role models who embody what they hope to accomplish when they grow up.

With that, kids put an enormous amount of weight into what pro athletes say and how they behave. This provides brands with an opportunity to tie their brand to an athlete and reach the youth market.

Perhaps the most iconic of all athlete endorsements belongs to Wheaties Cereal. Since they first partnered with professional baseball in the 1930s, Wheaties has partnered with top athletes to identify itself as the food brand to fuel your body. Children for generations have looked to Wheaties and seen their favorite sports stars grace the front of the box, picking up the product in hopes of achieving the same heights as those pictured.

Another way to effectively reach the youth market with sports celebrities is by having them use the product themselves.

Gatorade used pro athletes to inspire kids and reinforce the idea that they can grow up to be anything they want if they work hard. In their ad campaign Never Lose the Love, they feature Usain Bolt and Serena Williams being cheered on by their younger selves.

By showing kids in the ad, Gatorade is able to relate to children and show them that by drinking Gatorade like these athletes, they one day too can reach the same success.

Even brands that don’t come to mind when thinking of sports can leverage pro athletes. The toy brand Little Tikes used pro athlete Lebron James to reach young aspiring athletes by integrating him into their products and brand.

Little Tikes boasts that LeBron got his start on a Little Tikes hoop and now kids can too. Little Tikes has a range of different products with LeBron’s name and picture. The official partnership is between the brand and the LeBron James Family Foundation, which has a mission to better the lives of children and young adults.

By literally using the face of LeBron James on their products, Little Tikes is able to reach and have an impression on kids who look up to LeBron and want to take the same steps he has taken to success.

photo credit: Mike Steele via Flickr

Matching an Influencer or Celebrity Marketing Campaign with the Right Social Channel

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Campaigns reach maximum effectiveness when placed on the social channel that best fits a brand’s goal.

Brands of all sizes and industries have stepped up their use of influencer marketing because of its ability to reach consumers in a genuine and valuable way. Research done by Linqia.com shows that 86% percent of marketers used the tactic in 2016.

Undoubtedly successful, influencer campaigns placed with the right social channel allow brands to optimize their spend. The decision of which social channel to use depends on the broad goal of the campaign according to the points below.

 Audience

Depending on which consumer the campaign targets, one social channel may be better than another. With the extent social networks are integrating into daily lives, people of a variety of characteristics and lifestyles are active on any given channel. However, some channels are still better than others for reaching a certain demographic. Some channels, like Instagram and Snapchat, are used more heavily among millennials while others, like Facebook, are more frequently used by an older audience.

Stride gum used DJ Khaled to promote their Mad Intense Gum. They had DJ Khaled take over the brand’s Snapchat account for two days as a part of the campaign. By using Snapchat, they were able to reach the audience they intended.

Reach

If the goal is impressions and getting the brand seen by as many people as possible, the campaign is best placed on a channel conducive to that purpose. This will depend on the chosen influencer’s following on each channel. In general, Facebook and Instagram currently allow for the largest reach considering that they have the highest amount of active users.

With 121 million followers, Selena Gomez is one of the most followed accounts on Instagram. The fashion company Coach brought her on as a spokesperson in December 2016. She has posted multiple pictures with their products on her account, allowing Coach to reach millions of consumers.

 Engagement

Engagement is a more powerful and intimate tool that focuses on getting consumers to take action. While reach can mean that they just saw an ad, engagement means they acknowledged it and interacted with it; usually by liking or commenting. When matching an influencer campaign with a social channel, choose the social channel where the influencer has the most dedicated and captivated following. Overall, Facebook and Instagram are good for engagement. Snapchat isn’t the best since the content isn’t likable or shareable.

Clinique for Men was able to generate a large level of engagement by partnering with influencers on Instagram. By using ten influencers across different demographics, the brand was able to achieve 3.8 times higher engagement than on their own account. Their products showed up on accounts including professional surfer and photographer Mikey DeTemple’s with 26,600 followers. A bigger influencer they partnered with was the lifestyle blogger and traveler Justin Livingston, with 246,000 followers.

photo credit: stux via Pixabay

 

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.

photo credit: Photopin.com