Celebrity, Influencer Marketing and Shoppable Ads a Powerful Combination for Increasing Ecommerce

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Brands with a bottom line goal of converting social media users into customers, shoppable ads with influencers and celebrities are a great option.

Combining the effectiveness of celebrity marketing with the quick and easy conversion allowed by shoppable ads creates a dynamic marketing opportunity for brands.

By reducing the amount of steps consumers need to take to buy a product featured in a post with their favorite celebrity or influencer, brands are seeing increased sales and using the tactic more frequently.

Shoppable influencer ads are not only leading to higher conversion rates, they are also giving brand marketers a clearer way to measure return on investment (ROI). They can determine what ads are performing the best and how well they are performing.

Links on social posts across the major platforms enable tracking sales from social media efforts. Purchases made can be traced back to the source to determine how many sales can be attributed to the ad.

Here are a few brands leading the way in shoppable influencer ads:

The clothing brand Loft partnered with actress Busy Philipps to produce a shoppable video ad campaign on Instagram. The campaign included a series of longer videos cut down into several clips and posted on the brand’s account.

Using the Like2Buy platform, consumers were able to view the ad and then use the link to visit the brand’s ecommerce site and see the items Busy had picked as her favorites.

Celebrity and Influencer ads on Snapchat are being revived since the platform recently debuted the ability for brands to link right to their websites.

Teva Women’s Health partnered with actress Sophia Bush to work on a campaign generating awareness about alternative birth control options. The #NoHormonesPLZ campaign included a ten second Snapchat video ad with Sophia instructing viewers to swipe up to learn more.

Users were able to go to the website for the campaign and sign up to enter the sweepstakes right through Snapchat.

The organization was able to get more entries by making the link closer to consumers and requiring less action to participate.

MikMak is a company that creates, measures and distributes shoppable ads on behalf of brands. Through their attach feature, brands are able to attach links to their ecommerce sites within their Snapchat ads or Instagram Stories.

Several brands began testing out the beta version of the service in spring 2017. GoPro, Birchbox and Dr. Brandt skincare are among those who have encountered success with the feature.

Birchbox created a series of shoppable video ads for their Mother’s Day campaign. Dr. Brandt Skincare saw a huge ROI, with a 500 percent increase in sales from Instagram for facemasks over a span of 10 days.

Seeing as all of these brands have used influencer marketing in the past, it will be important to keep an eye out for how they capitalize on the early adoption of tools like these to combine celebrity marketing with shoppable ads.

photo credit: Justyre / 27 images via Pixabay

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How to Use Celebrity Marketing to Help Build Brands

Celebs build brands

With awareness as the first step towards consumer purchase, brands tap into celebrities to accelerate the decision to buy.

Celebrities have significantly increased awareness for new campaigns, product launches, new brand ideas and brand platforms.

A celebrity’s ability to be recognized and recalled brings additional attention to a campaign. They help a brand gain awareness much more quickly than traditional advertising.

Here are five examples of celebrities helping to build high levels of brand awareness quickly:

1.Mazda’s Multi-Celebrity Advertising Campaign

The largest Mazda advertising campaign in 13 years, the “Game Changer” hit all-time highs for awareness within six months using a group of familiar but not highly recognizable celebrities who fit the campaign’s theme.

Uniqueness rather than pure star power drives this campaign to large increases in familiarity, opinion and intention.

2. Jim Beam and Mila Kunis

The Jim Beam brand and American actress, Mila Kunis, have partnered for an intensive, global campaign emphasizing social media.

Yet, Mila Kunis does not personally participate in social media. It would seem risky to use a celebrity who doesn’t have a Twitter account. Just the opposite is true—this campaign has exceeded expectations.

Using a highly recognizable celebrity allowed Jim Beam to bring awareness to their social media platforms and greatly increase consumer traffic to its website.

3. Nikon and Ashton Kutcher

A growing number of celebrities have built their own brands which then in turn can be leveraged to help other brands grow.

Working with a celebrity social media superstar like Ashton Kutcher, the first person to reach one million Twitter followers, brought great awareness for Nikon. No traditional marketing tool comes close to Twitter’s ability to reach a wide audience and emotionally connect.

Ashton Kutcher’s Twitter account, @plusk, now boasts over 16 million Twitter followers.

4. Audi and Claire Danes

A short film was created to promote Audi’s return for a third year as the official automotive sponsor of the Television Academy and the Emmy Awards while cleverly tapping into Danes’ character on “Homeland.”

Results were immediate: 3 million plus YouTube views in less than 24 hours.

5. Julia Louis-Dreyfus and Jane Lynch for Healthy Choice

A group of humorous and off beat commercials mirroring Julia’s sitcoms “Seinfield” and “The New Adventures of Old Christine” were created to clearly set the brand apart from competitors.

The concept is her not being sure she wants to endorse Healthy Choice. A series of commercials bring her agent and friend (Jane Lynch) in to create some very funny ads.

Building awareness in a mature product category is challenging when product images are blurred.

Results of the campaign are strong: dollar share grew 9% without discounting while competitors were down 4% in same time period.

photo credit: ragingwire via photopin cc