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

Incorporating Your Brand With Music Via Celebrity Marketing

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3 ways to sponsor music events and artists for building brand awareness

Sponsoring music related events and artists shows your audience that you care about the art of music, and it offers the opportunity to create new and engaging ways to reach your consumer, and the opportunity for massive exposure.

According to IEG LLC, North American based companies spent close to 1.34 billion on music venues, festivals, and tours in 2014. The most active sponsors of music related events are The Coca-Cola Co., Anheuser-Busch and PepsiCo, Inc.

Sponsored music festivals. With music festivals becoming more popular every year, brands have a huge opportunity to see and be seen. The Chicago music festival, Lollapalooza, dedicates its stage names to its sponsors, such as Bud Light, Samsung Galaxy and Palladia. Brands say the biggest advantage to sponsoring music festivals compared to sporting events is that people have a lot of downtime. Besides just beverage and food companies, festivals are now attracting fashion, beauty and technology companies as well, according to Elizabeth Holmes of The Wall Street Journal. Coachella, a weekend festival in Indio, California, had many fashion and beauty brand sponsors this year including H&M and Sephora. H&M had a 360-degree mirrored “selfie station” and Sephora had a makeup station with a vending machine that dispensed free products. Coachella is also a big draw for celebrities including Kate Bosworth, Katy Perry, Kendall Jenner, Paris Hilton and Rhianna.

Sponsored music videos: “Trackvertising”  is a new trend in music videos where brands and artists collaborate.  Music videos are a great way to incorporate your brand because people voluntarily watch and share them, and your brand is likely to be remembered. The most successful example of “trackvertising” is Activia and Shakira’s La La La (Brazil 2014). The music video was for World Food Programme, an organization that brings school food to children in impoverished countries. According to mark tech firm, Unruly, it is the most shared ad.  Another example is the collaboration with Fiat and Arianna for the video Sexy People (The Fiat Song) ft. Pitbull. The video predominantly shows a Fiat in almost every shot, but it is still as entertaining as any other music video and has been viewed millions of times.

Sponsored artist tours. Sponsoring artist tours can be a bigger commitment than the previous options but there are many advantages. It can be very beneficial because the typical demographic of the audience reached is known and consumers are having fun while exposed to your brand. One example is Corona Lite sponsoring Kenny Chesney’s “The Big Revival Tour”. Corona knew that it was a perfect tour to sponsor because their slogan is “Find Your Beach” and Chesney sings about drinking beer and beaches, so they were confident that they would reach their demographic.

photo credit: posted by Kenny Chesney on Monday, August 20, 2012

How Much Does a Promoted Tweet Cost?

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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 $0.20-$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.

photo credit: pixabay.com