This article is by David Schwab, Managing Director at Octagon First Call
Marilyn. Elvis. Cher. Kobe. Gaga. Kim. Grumpy (Cat).
From sultry screen icons and rebellious rock stars to riveting reality stars and viral video vixens – the term “celebrity” has rapidly evolved over the years, but the effect these figures have on the public has remained largely unchanged. Historically and presently, we view celebrities as influential, aspirational and most importantly, marketable.
The use of celebrities as brand ambassadors remains a powerful, positive communications platform for marketers to stimulate consumer engagement and to emanate a sense of credibility and relevancy in the eyes of the consumer. Yet, our idea of celebrity itself evolves and morphs continuously, often daily. The advent of new TV channels, the rise of specialized and on-demand programming, the exploding phenomena of social conversation and the insatiable culture of content consumption have spawned an expanded definition of “celebrity.”
Cases in point:
- YouTube beauty vlogger Bethany Mota foxtrotted her way beyond the digital realm and into mainstream recognition as a finalist on Dancing with the Stars, one of the faces of YouTube’s first national ad campaign and one of Time magazine’s 25 Most Influential Teens of 2014.
- Michael Strahan charged past the end-zone and straight into every living room in America as the new co-host of Live with Kelly and Michael, extending his audience and platform well beyond professional sports.
- Chrissy Tiegen tweeted and Instagramed her way from Sports Illustrated model to pop culture icon
- Uzo Aduba bucked tradition becoming one of the first actresses to win an Emmy for a performance on a non-traditional platform (Netflix)
As the celebrity landscape diversifies, choosing the correct spokesperson and building a marketing plan around them is more complex than ever. We live with 24/7 clutter. The omnipresence of social media has created a sense that if we are not connected, we are not keeping up. Worse, conflicting information leads to confusion as consumers seek truth and relevance in the marketplace. Enlist the right celebrity spokesperson to define a brand and public doubt is erased, value is established and consumer loyalty is built.
But note – a famous celebrity does not necessarily a great endorser make. A brand must examine several factors:
- Cost vs. Value: why pay for a superstar when a rising name may better fit your strategy?
- Interest and Fit: Does the influencer have a sincere interest in and fit with the attributes and image of the brand?
- Message Promotion: Is there a willingness and penchant to promote your message that meets your marketing plan before a selection is made?
- Defining Success: Are there valid metrics for measuring success? While they can seem impressive, strong social media followings don't guarantee celebrity spokesperson success (or failure) and should be one of many criteria.
- Future Appeal: Don’t let research talking about past history of celebrity awareness and appeal dictate your decision. Use it as a piece of your process but focus more on where you think the celebrity’s marketability will be when your campaign will be live in the marketplace.
By tapping into a celebrity’s existing assets – whether those be popularity from film/TV roles, strong social media followings, upcoming concert tours or noted non-profit affiliations – a brand can effectively establish greater resonance with consumers.
Whether your brand needs to catapult awareness for “15-minutes” or influence consumers over the long term, the use of celebrities can keep you front and center in the rapidly shifting consumer marketplace.
