Celebrity endorsement – in our celebrity obsessed world every brand wants a slice of celebrity action. If managed correctly it is a powerful tool for PR, in the wrong hands a costly disaster.
At a time when celebrities have never been more in the news because of their “sexploits” – stand up Tiger Woods, Ashley Cole, Vernon Kaye – PRO’s need to ask themselves is buying a celebrity voice adding value to the brand?
Celebrities have been endorsing products for almost 100 years. Any celeb worth their salt has a sponsorship/ endorsement deal worth thousands, often millions – but the increasing obsession with celebs and rise in power of the tabloid media has thrown a spotlight on their often ‘less than pristine’ private lives, bringing their marketers out in a cold sweat.
So, Why Go the Celeb Route?
Well, with market analysts, Reuters, finding that in total about 15% of the 2010 Grammy ads led with featured celebrity endorsements, a 150% spike on last year, the power of celebrity is clearly alive and kicking.
But what does a celeb really add to a brand campaign?
- It often brings the brand more exposure than other forms of endorsement
- Frequently maximises brand awareness and helps forge emotional connections with consumers
- Emerging consumer trends have confirmed the public identifies with personalities rather than public figures who have contributed significantly to society, making celeb endorsement all the more effective
When it Works it Really Works…
Take our recent work with Munch Bunch, for the above reasons we recommended they bring in a celeb to front their storytelling campaign and search for a story writing mum.
Gail Porter was identified as a celeb who as a mum herself and someone with media traction, provided a good brand/ campaign fit that would engage target consumers.
A successful partnership between the brand and Gail was a major contributor to Munch Bunch achieving record market share (3.2% vs. previous year) as a result of the campaign.
And When it’s Bad, it’s Awful…
…even before disgraced golfer Tiger Woods was found to have not one, not two, but 18 mistresses! He had already run into trouble with sponsor Nike, when a lawsuit filed by a consumer group forced them to admit Woods doesn’t actually use the Nike Tour Accuracy golf balls he is paid £694,000 a year to endorse!
But, said David Benady, deputy editor of Marketing Week magazine, sponsors should not be surprised. “If you’ve got a top footballer or pop star they’re not always the most dependable. Things can go wrong, and often do.”
Getting it Right
Do your homework – Does the celeb use the brand or in actual fact the competitors? Peter Andre’s management company CAN got on the wrong side of the 3am girls leaving the popstar’s recent partnership with Costa in murky waters, as the 3am girls gleefully revealed he is never without a Starbucks cup
News worthy – Is the celeb hot property or a has been? Avoid disappointment by consulting journalist contacts before you decide
Relevance – Make sure the celeb is relevant to the brand. Insurance company Swift partnered with Iggy Pop for a less than desirable advert, only for it to be pointed out they don’t even cover musicians!
Transparent relationship with the celeb and their agent – Make it your business to know the celeb in questions history, future plans and any issues that may conflict with those of your brands and leave you open to attack
Protect your brand – A strong, detailed contract is vital! Agree everything upfront
Despite this, often the best laid plans can go awry – so make sure you have a good crisis management plan in place to deal with any unexpected revelations.
