What Is Celebrity Endorsement in Advertising?
Do you all remember George Clooney’s Nespresso advertisement? Or Michael Jackson’s Pepsi ad back in the 1980s? I mean, no one can ever really forget about those advertisements, can they? Even people belonging to the later generations fawn over those advertisements. This is how big the impact of celebrity endorsement in advertising is.
However, with the rise of influencer marketing, the impact of celebrity endorsements has dropped by a percent. But they still have a kind of impact like nothing else. Being one of the most favorite marketing models among marketers, celebrity endorsement comes with multiple benefits and challenges, too.
In this article, we shall unfold every detail about celebrity endorsement in advertising and see why it is one of the most preferred advertising techniques to date.
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What Is Celebrity Endorsement in Advertising?
Celebrity endorsement, or as we popularly call it, celebrity branding, is a marketing model where brands use the name and image of a celebrity to promote their name or product. In some cases, NGOs get help from a celebrity to raise funds for a particular cause. Celebrity endorsements are also very popular among event planners, who use the name and fame of a celebrity to promote or create buzz for any upcoming event.
The celebrity, however, does not need to be a movie star. Depending on the type of brand or products they promote, brands can pair up with sports personalities, musicians, fictitious characters like cartoons, etc. There are multiple celebrity endorsements that are living proof that movie stars are not the only successful choices when it comes to celebrity endorsements.
How To Ask a Celebrity to Promote Your Brand?
Reaching out to a celebrity to promote your brand is not the easiest job in the world. Before you even get to the celebrity, there are a lot of things that need to be sorted out.
Here are the steps that you need to keep in mind while asking a celebrity to do a celebrity endorsement for your brand.
Select Your Clear Agenda
Before you even reach out to your celebrities, you need to have a clear agenda for your brand. You must first decide what you want from giving your products to this individual.
If you are blindly approaching a celebrity with your products, there is a chance that you will never really reach them in the very first place. The best way to do it is to frame the conversation in a way that promises them to solve their problem rather than just brand exposure.
Decide Upon the Budget
Deciding your budget is one of the most important things to do while planning a celebrity endorsement. You need to factor in that the celebrity is not the only individual on whom you need to spend your money. There are other areas that need to be decided, too. So, fixing a set budget for a celebrity is important for balancing the rest of the budget for the endorsement.
Know The Target Audience
Who is the advertisement for? Who are you selling the product to? These are the kinds of questions you need to ask yourself before choosing a celebrity for your endorsement. For instance, if you are a sports brand, your target audience would be sports enthusiasts ranging from different demographics. Therefore, for your brand’s endorsement, someone from the sports sector would fit the best and cater to the target audience rightly. For example, Adidas’ signing with Lionel Messi, and Nike’s signing with Michael Jordan.
Directly Reach Out
The best way to reach out to a celebrity is by contacting them directly. Due to the advancement of social media, it is easy to reach celebrities these days. However, some people still do it through agents. The best way to figure this out is by researching the most effective way to get the best possible results.
Tips For Getting the Most Out of Your Celebrity Endorsement in Advertising
Now that you have approached the celebrity, you need to make sure you get the best for every penny you pay. You need to keep in mind that it is, after all, a business deal. So, you have every right to get the best out of them without any regrets.
Here are some ways to get the maximum from your celebrity endorsement deal:
Make A Long-Term Commitment
While most brands like to go for short-term relationships, it is more beneficial to stick to long-term ones. Audiences take time to connect one celebrity to a brand. The sudden change of face makes it quite difficult for the audience to accept the new face of the brand. Also, there is a high chance of losing out on all the conversions that happened just because of the celebrity’s association with the said brand.
Think about it like this: Will Adidas have the same band of followers if they replace Messi with Ronaldo?
Build A 360-Degree Campaign Around the Celebrity
When you are signing a celebrity for a brand endorsement, do not leave out any corner free. You need to build a campaign that consists of everything from posters, banners, video advertisements, and so on. Celebrity endorsement is expensive. So, you need to make sure to make every penny worth it.
Mind The Legalities
The legalities are what make these celebrity-led campaigns different from every other marketing model. When getting a celebrity on board, brands need to deal with a lot of agents, contracts, and unions. Therefore, you need to get a legal team on board, too, to deal with all these complications that come holding hands with a celebrity.
Develop Working Relationships
When you sign in with a celebrity for a brand endorsement, you need to keep in mind that it is not just the celebrity you are signing in. There are multiple parties associated with the celebrity that are going to get on board, too. Building trust and a healthy relationship will go a long way.
Follow The Celebrity
You do not have to get on board with your stalking business, but you need to keep tabs on them. The reputation of the celebrity is directly related to the reputation of your brand now. You must also add a clause to the contract to keep them away from any such controversies.
Examples Of Celebrity Endorsement in Advertising Success
Celebrity endorsements are here to stay, and we can’t get enough of them. There is something very exciting about seeing your favorite celebrity promoting your favorite brand. Even history remembers the best celebrity endorsements that the advertising industry has ever produced.
Gucci And Harry Styles
This must be one of the biggest celebrity endorsements of 2017. I mean, the world was not anticipating it. Our favorite British boy in fine Italian leather was something out of a daydream.
Fresh out of One Direction, this was the biggest endorsement that Styles could sign, and it bagged him an immense amount of fame and recognition. He became the youngest host ever at the Met Gala 2019 and released his first product collaboration with Gucci in 2022.
OPI Nails And Justin Bieber
While it may sound funny now, back in 2010, it does make sense why Biebs would willingly promote a nail polish brand. The budding star collaborated with the brand for their “One Less Lonely Girl” range. As per Time, the range itself sold more than one million bottles. The main motto behind the endorsement was to raise funds for Pencils of Promise, an entity helping build schools across developing nations.
Snickers And Sir Elton John
Elton John is indeed a national treasure. People started loving him even more ever since he appeared in the Snickers endorsement of “you’re not you when you are hungry.” The star was seen competing in a rapping battle just because he was hungry. Can’t say anything about anyone else, but I absolutely adored the campaign.
Elton John is indeed a national treasure. People started loving him even more ever since he appeared in the Snickers endorsement of “you’re not you when you are hungry.” The star was seen competing in a rapping battle just because he was hungry. Can’t say anything about anyone else, but I absolutely adored the campaign.
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Conclusion
Celebrity endorsement in advertising is an evergreen marketing model that can never be blurred. Even with the emergence of newer marketing models in the market, it is safe to say that celebrity endorsement retains its original place due to its success rate.
Celebrity endorsement is now included more in hybrid models of marketing to get maximum ROI and more reach. However, something about celebrity advertisements has always been special and will remain so in the days to come.
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