Brands Incorporate Pets into Influencer Campaigns and Celebrity Marketing

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In today’s digital era, influencer marketing is more popular than ever, and brands are starting to take innovative approaches.

Social media famous pets are beginning to integrate with brands, and in a cluttered media landscape, it can elevate companies above the rest. People create individual personalities and perspectives for their pets on social channels. Certain animals have huge followings and big brands are starting to look toward these pets to endorse products.

There are two of types of celebrity pets—the pets of famous people and pets that become famous themselves without a celebrity owner. One example of the former is Katy Perry’s Teacup Poodle, Nugget, who just landed a major campaign deal with Citi’s Double Cash credit card. An example of the latter is Nala, a cat with 3.4 million Instagram followers who has partnered with Friskies. Regardless of the type of celebrity pet, here are three reasons they can be great for brands.

Appeal

Positive feelings like comfort, love, and nostalgia are all strongly associated with animals. Ads that play to peoples’ emotions are very effective, and pets are a great way to use emotion to capture and maintain audience attention.

Celebrity endorsements can be made stronger by including the celebrity’s pet. This is an easy way for celebrities to be more relatable, for both those familiar and unfamiliar with the celebrity.

Content

Celebrity pet brand ambassadors generate authentic and unique content.  Pets can add a lot of character to a message.  A key to celebrity pet marketing is ensuring that it makes sense and works within the context. The execution has to be deliberate and meaningful in order for the campaign to be effective.

Brands whose products aren’t directly related to animals can still gain a lot from using them in campaigns, but they need to be clever and creative to deliver their message. A brand that did this well was Mercedes in their partnership with the Instagram famous Loki the Wolfdog, who has over 1.5 million followers. The ad got everything right, cleverly using a celebrity pet, and doing it in a creative way that made sense for the brand.

Engagement

Pets rule social media and are in the top ten most shared types of content on the web. People like to comment, share and tag their friends in posts with animals. Brands reach bigger social audiences by finding the right pet with a large social following and a creative campaign that people will be drawn to.

Overall, people love pets, and they are a safe choice with no controversy.  Many brands have benefited by partnering with celebrity pets, and more brands should consider doing the same.

photo credit: Rollan Budi via Flickr

Celebrity Marketing: Content Creators Are Key, Not Specific Social Platforms

With dozens of social media apps to choose from, brands often centralize focus on which medium will maximize reach. While honing in on the right social platform is important, it is not the ‘be-all-end-all’ of social media success.

The key for social growth is having the ultimate content creator.

As the social media landscape evolves, so does the way that celebrities interact with their fans. The electronic band Gorillaz released a six-minute VR music video landing them an astounding 3 million views in 48 hours. While these innovative tactics to enhance fan experience are successful, it isn’t the medium that fans are drawn to.

It is what the artist does with this new technology that draws significant attention and increases their overall social value.

Many celebrities have a very specific personal brand, which presents the celebrity with an avid following that craves their thoughts. When a celebrity can build enough social credibility through their personal ideology and or niche interests, fans will follow wherever they post content.

For example, Ryan Seacrest is widely recognized for his on-screen charisma and overall positive energy, which directly translates to his social media accounts. Seacrest consistently posts inspirational notes across his social media handles, which garners significant fan interaction across the board. Being the media mogul that he is, Seacrest has 806,000+ Facebook followers, 3 million Instagram followers, and 16 million Twitter followers.

While his following on Twitter dwarfs the rest of his handles, fan interaction with his posts are fairly even across the board, due to his unique personal brand that he consistently promotes. Seacrest’s personality is extremely beneficial for media brands, which is largely why ABC signed him to co-host ‘Live with Kelly’. Thanks to Seacrest, the show is already experiencing significant rating bumps.

The same trend stands true for the social media influencer pool. When the video-sharing app Vine was discontinued, influencers were forced to translate their 6-second video fame to new platforms. Many famous Viners, such as Nicholas Megalis didn’t fully survive the transition, moving from 1.13 billion all-time Vine loops to a mere 35,000 YouTube following.

However, for Viner Ryan Bachelor (@KingBach), his own rendition of slapstick humor has enabled him to amass 16 million followers across all major social media platforms. Thanks to his unique take on comedy, his message to his following is effective regardless of platform. Bachelor can hop on his Snapchat story or tweet out a short video, and fans will still engage with the same enthusiasm as they had with Vine.

Brands such as Doritos and Brita have taken advantage of his massive following and have partnered with Bachelor to make their brands funny, relaxed, and relevant. Brands that partner with influencers give the talent an immense amount of creative control, which makes the branded message feel organic and not like a cold product placement.

For brands, now is not the time to spread thin across every available social platform. It’s time to focus on meaningful content produced by highly valued social content creators.

photo credit: www.wikimedia.org

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

Celebrity Marketing: How Authentic Brand Engagement Can Turn Baseball Icons into Baseball Buddies

Following record shattering ratings in the 2016 World Series and 2017 World Baseball Classic, baseball is proving why it is “America’s Pastime”.

Despite the heroics of those two events, Major League Baseball faces the issue of skewing to an older demographic. According to Nielsen ratings, 50% of baseball fans are 55 or older. Additionally, those ages 18-34 are 14 percent less likely to report a strong interest in baseball.

However, MLB Opening Week attendance revealed a modest increase from 2016, and that is largely thanks to baseball’s latest initiative to appeal to a younger demographic.

The new 60-second spot “This Season on Baseball” positions the 2017 MLB season as an ongoing reality TV show, diving into the personas of baseball’s hottest young talent. Whether it’s Bryce Harper taking an ice bath or the Mets’ fireballers at dinner, the message is that these icons are real people. The creative is fresh, showing viewers that baseball and its stud stars are spontaneous: which is exactly what young fans demand.

Avid sports fans crave any interaction with their favorite superstars, whether it be as big as an autograph or simply favoriting their tweets.

Along with exotic ballpark menu items, teams have even incorporated VR elements to their stadiums this season, paving the way for unparalleled fan engagement, ultimately bringing a younger crowd into the seats. Fenway Park has added a VR batting cage in their Kids Concourse, where young fans can take a crack at facing their favorite Major Leaguers.

Not only is the MLB virtually connecting to their fan base, but now they are interacting in real-time in a whole new way via social media.

The Major League Baseball Players Association (MLBPA) has just released their own social media app called Infield Chatter, designed to provide baseball fans with ultimate player interaction. Unlike other social media platforms, Infield Chatter is designed strictly for players and fans to share pictures, video, and text to their in-app feeds.

While this innovative approach to fan connection doesn’t exactly stretch MLB’s brand appeal to new audiences, it certainly enhances the experience of the most avid followers. The app is still very much in its primitive stages, but has all the makings to generate enough buzz to raise some eyebrows across the entire sports world.

Nearly 1,000 major and minor league players are on the app, including superstars Evan Longoria, Miguel Cabrera, Yoenis Cespedes and NL MVP Kris Bryant. While MLB itself has yet to partner with the app, the MLBPA believes that the only way to truly bring viewers to the MLB brand is to have a conversation with them.

What’s key is that these MLB players aren’t talking at the fans. They’re talking with the fans.

This level of intimacy provides a whole new level of brand appreciation and attachment, which should ultimately translate to cross-generation appeal.

photo credit: www.staticflickr.com

5 Ways Brands Can Use Immersive Celebrity Marketing via Periscope

Live video social media outlets have great potential for celebrity marketing.

Periscope is a social media app owned by Twitter that allows users to both share and stream live videos. Not only does it air 360 degree videos in real-time, it also lets viewers send messages during the live video that appear on the screen for the host and other viewers to see. Periscope has gained plenty of buzz, and will only continue to in 2017. In one month, Periscope had about 397,000 mentions on Twitter and who is primarily using the app to share videos? Celebrities.

Louis Vuitton capitalized on Periscope 360 at Paris Fashion Week when showing off their men’s fall line, having A-list celebrities such as Kate Moss, Usher, and David Beckham in the front row. Through the help of Periscope 360, Louis Vuitton was able to get 160,000 eyes on their show in the first hour alone.

With celebrities being hot to use the app, there is great opportunity for brands to team with celebrities.

Here are five ways celebrities can use Periscope live videos to help companies promote their brands:

The use of vloggers: Right now, YouTube is the main outlet for vloggers to share their expertise. Periscope Live could become a successful way for this new-wave of celebrities to be seen. Viewers can ask questions and pose their responses in real-time and the vlogger can answer live on camera. If a brand has a deal with a vlogger where they feature or review products, these social media platforms become another window for promotion.

Behind the scene at live events: Behind the scene footage of celebrities during big programs such as the Oscars or Grammys is a popular tactic on TV. However, celebrities are not likely to go in to much more detail about their beauty or fashion choices other than “I’m wearing Calvin Klein”. By using celebrity accounts on Periscope, brands can gift celebrities products to use in a “how I got my look” video featuring the brand’s goods.

Press conferences: When a campaign begins, it is common to hold a press conference. If the campaign involves a celebrity, having them appear at the press conference to speak and live stream on their Periscope account will bring more traffic to the event and cause more buzz about the brand and product.

Contests and special offers: Just like for any social media platform, user engagement is critical for effectiveness. Creating live contests or offers exclusive to viewers is a great option when using Periscope. Celebrities can either host the video or be involved with the prizes and offers.

Celebrity takeovers of brand accounts: If a company is interested in building more awareness of their brand they may want to look in to a celebrity hosting one of their videos. Promoting how fans can see their favorite star by watching the company’s channel is likely to draw in more viewers. Imagine a big name celebrity like Ed Sheeran taking over the BMW account to host a driving jam session. The number of viewers would be immense.

photo credit: https://c1.staticflickr.com

4 Live Streaming Platforms for Celebrity Marketing

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Exponentially increase traffic and engagement using four similar, yet different platforms.

Video content is becoming one of the best ways to share information online, as video is unparalleled in engaging an audience and getting their attention. When content is shared live, it only increases the benefits of video marketing.

Statistics show live video dramatically increases both traffic and engagement to a brand’s content. With video, organic traffic increases by 157%, and consumers become 85% more likely to buy a product and 46% more likely to seek out information about your brand. Live video is a great way to make your brand more personable and engaging.

In utilizing celebrities who are already bringing in a large, engaging audience on these platforms, your brand can expand its reach and create an even more unique experience for fans and consumers. You just have to make sure you’re picking the right platform for your brand.

1. Periscope was one of the first widely-used live streaming platforms, highlighting its ability to take audiences to places not shown to the public, such as music festivals, concerts or personal events. The app offers a couple ways for audiences to engage with the platform, such as live comments and giving ‘hearts’ to show appreciation. Since the app is owned by Twitter, it makes it easy for multi-platform sharing, reaching audiences on both Periscope and Twitter. These videos can be kept on the platform forever or deleted after 24 hours, whichever you prefer.

2. Facebook Live makes it easy to connect with Facebook audiences, as Facebook controls the reach of these live videos using the same algorithm it uses for regular posts. One unique thing about Facebook Live is that users can stream for up to four hours at a time, and videos remain on the platform to be retrieved or re-purposed for later use. Facebook Live is a great platform for celebrity marketing, as celebrity pages on Facebook often outperform brand pages, and Facebook recently signed deals with multiple media companies and celebrities to grow the platform’s popularity even further.

3. YouTube Live claims to be the fastest and most reliable live streaming platform, and was notably the first to offer 360-degree streaming. Since then, brands such as GoPro, Nike and Lionsgate have experimented with it. This platform is great to use with YouTube influencers, as they can broadcast directly to their subscribers, and the stream is made available immediately after the broadcast on the influencer’s channel and in subscription boxes. It is similar to creating a regular YouTube video, but with the added bonus of live engagement from the audience through comment features.

4. Snapchat, with its 150 million daily active users, is a unique type of live streaming platform. The app has been used by brands in a variety of ways, including celebrity takeovers, product placement and revealing exclusive content. The quick, ten-second clips and 24-hour lifespan of these videos allows for urgent and exclusive interactions with an audience. Plus, many celebrities already have their own accounts and large followings on this platform.

No matter the platform, live streaming and celebrity marketing together are a great way for your brand to create exciting and engaging video content. Whether it’s special promotions, VIP access or every day moments, live streaming is great for brands to engage an audience in a new exciting way.

photo credit: Travis Estell via Flickr

Why Brands Should Use Twitch for Influencer Marketing

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One of the most up-and-coming websites is ripe for brands to seize competitive advantage.

Twitch is a video streaming platform where users can broadcast their gaming to the world, and is currently fourth in U.S. internet traffic, only trailing Netflix, Google and Apple. 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 9.7 million active daily users and over 2 million unique streamers per month, there is no denying the reach Twitch has as a social network platform. Twitch has a huge growing audience and brands should take advantage of it, especially if they are looking to market to gamers and millennials.  It is interactive, uncut, live, and genuine, something that millennials crave from influencers.

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.

E-Sports are also a unique sponsorship opportunity for brands. E-Sports is like a professional league of tournaments for gamers, and has really taken off in recent years.  Brands can take advantage of the large viewership of this new 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 male 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 allows for 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