Social 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 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.
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 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