Images from @vancityreynolds, @mcdonalds, and @billieeilishfragrances
Celebrity marketing is like rocket fuel that aligns brands with the stars.
If destination “sold-out success” is where you want your brand to be headed, then a celebrity endorsement is the quickest way to get there.
But what is it that makes this strategy so powerful? Let’s take a look at all the reasons why celebrity influence is unparalleled.
Why Are People Drawn to Celebrity Endorsements?
While we tend to swipe away and skip ads the second they pop up, celebrity endorsements are a whole different story— they make us pause and pay close attention.
The human mind’s interest in familiarity is one of the main reasons celebrity marketing works. When we see a familiar face, like pop icons who top the Billboard charts and movie stars who break box-office records, we just can’t help but stop and stare.
And if these public figures endorse a product, we have the tendency to believe in what they say because we adore them and trust them.
Six Degrees of Separation
Another reason why celebrity marketing works is because fans often want some sort of “six degrees of separation” from their favourite stars. Owning the exact same products that they use helps these fans feel a closer connection to them.
Why Do Brands Choose Celebrity Marketing?
Boosted Brand Awareness
From Ariana Grande’s successful team up with Reebok that had Arianators racing to get the “Rapide” sneakers to Tim Horton’s partnership with Shawn Mendes that put fans in a frenzy searching for limited edition tumblers—these are just a few of the celebrity marketing campaigns that prove how far some star power can take your brand.
While many people might have already been familiar with Reebok and Tim Horton’s, these brands achieved a whole new level of awareness amongst Ariana Grande’s and Shawn Mendes’s millions of fans through these campaigns.
Leveraging celebrity influence doesn’t just increase the number of people who become aware of your brand, but it also energizes them to talk about it and engage.
Heightened Brand Credibility
Whether you’re a start-up or an established company, continuously exerting effort to earn the trust of audiences is crucial.
When you associate your brand with a credible public figure, that credibility tends to rub off and sets you apart from your competitors.
Celebrity marketing helps generate positive feelings towards a brand and almost instantly convinces the public that it’s an entity worthy of their trust. It’s a technique that taps into our adoration for these stars and somehow results in a liking for the brand itself.
Like, if Ryan Reynolds believes in a product, then it must be incredible, right? And that’s exactly what happened when the actor endorsed Aviation Gin—he reportedly contributed to 37% of the gin category’s growth in the US.
Expanded Audience Reach
Even people who never thought they needed a product in the first place might suddenly be drawn to it because their favourite celebrity endorsed it and highlighted just how necessary it is.
The global wellness brand, Bodyfriend, saw a twofold increase in their luxury massage chair sales ever since they began to leverage the celebrity influence of BTS. The icing on the cake was that they were able to attract younger crowds and win over a whole new demographic. Through celebrity marketing, your audience reach expands tremendously.
The high chances of increased revenue is one of the main reasons brands turn to celebrity marketing. These stars have millions of adoring fans. If you manage to captivate these loyal followers by serving up a stand-out celebrity endorsement, you’re bound to see sales and revenue go through the roof.
Just like how Billie Eilish’s fragrance created in partnership with Parlux sold out just a day after it dropped or how BTS boosted McDonald’s worldwide sales by 41% with the release of the “BTS Meal,” this proves the notion that celebrity sells.
What Makes Celebrity Marketing Even More Successful Than Influencer Marketing?
While influencer marketing is also a popular strategy, there’s no denying that celebrity marketing just hits different.
Celebrities Spark Interest in Diverse Aspects
Unlike influencers who have a specific niche (such as fashion, beauty, fitness, or automotive), celebrities aren’t tied to a certain category. Their fans have a huge interest in almost every aspect of their lives—without them needing to be an expert in any niche market. This is because their trustworthy name being associated with a brand is enough credibility in the eyes of their followers.
When stars endorse a brand, these loyal fans take their word for it—and it opens up endless windows of opportunities for brands across almost every industry.
Whether it’s the clothes they wear, the beauty products they use, their go-to drink, or the cars they drive, fans feel a closer connection to their favourite celebrity when they can own the exact same products—and it gives them a chance to feel like a star themselves in the process.
On the other hand, influencers are so closely associated with their niche that the types of brand collaborations possible become limited. Audiences probably wouldn’t give much weight to a fashion influencer who suddenly started talking about cars or fitness, because it simply isn’t what they’re trusted for.
Celebrities Have Massive Fanbases
In addition, celebrities are also much more well-known and usually have colossal fanbases compared to influencers. The fact that they have audiences of bigger magnitudes even beyond social media clearly points out why celebrity marketing is much more successful.
The star power of actual celebrities is unparalleled. No matter how popular influencer marketing gets, there are some things only celebrity endorsements can achieve.
How Do Social Media Brand Endorsements Differ From Highly Produced TV Spots?
When was the last time you watched TV? If you can’t remember when, then that pretty much answers our next point.
Millennials spend more time on social media than watching TV. Naturally, if you want your brand to be seen, you have to make yourself visible in the spaces that your target demographic frequents. Social media brand endorsements own their permanent spot on social platforms—ready to be discovered by the right audience, whenever and wherever.
Compared to highly produced TV spots, social media brand endorsements offer the perks of instant discoverability by the legion of fans following the celebrity, and immediate feedback and consumer interaction. If it’s a celebrity endorsement shared on social platforms, that means instant clicks and redirection to your brand’s own socials.
Align Your Brand With the Stars
You don’t have to wait for the stars to align before your brand’s awareness can shoot up to the sky. Sometimes, all you need to do is take the first step—and align your brand with the stars through celebrity marketing.
Talent Connect is here to help kickstart the booking process for celebrity endorsements. We’ll connect you with the world’s biggest stars, so you can see just how far celebrity influence can take your brand.
Reach out to us today to learn more about our reliable, hassle-free process!
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