Celebrity Endorsement: Expectations vs. Reality
The Celebrity Source defines celebrity endorsement as follows: Celebrity endorsement or celebrity branding is a form of advertising campaign or marketing strategy which uses a celebrity’s fame or social status to promote a product, brand or service, or to raise awareness about an issue. Read More
Celebrity Endorsement Examples Historic
Earnings are estimated to have exceeded $20 million dollars by independent auditors and Forbes.This total includes endorsements and sales of products. Travis was ecstatic at the success of the campaign. This was McDonald’s very first venture where a celebrity name and brand was attached to one of their products. Read More
Finally, another amazing celebrity endorsement example is the match between Tom Brady and UGGs. This is a great example of a brand “come back” by a great brand that has a great product. As a result of this top athlete endorsement UGGs slippers and boots received over 14,000 Amazon reviews, with over 4,600 of them being raves.
A great example is the recent matching of McDonalds with Travis Scott, back in September of 2020. Micky-D’s named a meal the “Travis Scott.” It was so popular that it created supply chain issues and shortages in most of the locations that offered it. This is one of those problems every business and brand would love to have.
Celebrity Endorsements 2022 – 2023
The Jersey Mike’s Sub Sandwich Brand is known for their commitment to charitable contributions and community service. Their slogan “A Sub Above” has defined the brand’s commitment to local real people making a quality product in “your local neighborhood.” matching Danny Devito with this brand was a match made in heaven… Why?
Devito grew up with not just a Mike’s down the street, but the “original Mike’s” down the street that opened in 1056 when he was just 12 years old. Both Mike’s and Danny are sub sandwich O.G.’s. This is probably one of the reasons why Mike’s changed their direction a bit when they met with Devito.
The 2022-2023 campaigns featuring Danny are focused on the tailgating football crowd, who appreciate quality made products and a “real guy” feeling. Mike’s C-Suite has been quoted as saying that this is a balancing act between “insider quality” and “best of brand” quality, at the same time.
With over 35 years of experience TheCelebritySource.com continues to be committed to effectively, and efficiently connecting PR Agencies, Marketing Agencies, Celebrity Promotion Companies, and Brands-Direct with the most relevant celebrity talent while matching top celebrity endorsement talent with clients.
Celebrity Endorsement: Expectations vs. Reality
Part 2 of 3
TheCelebritySource.com loves this quote: “According to Forbes contributor Steve Olenski, celebrity endorsement helps increase sales in the short term and brand awareness in the long term.” – https://corp.kaltura.com Read more. We have experienced this to be true across the board, in almost every industry we work with.
Celebrity Endorsement Advantages
Purchasing: Let’s summarize some of the advantages we see everyday: Consumer Purchasing is influenced like nothing else than celebrities. It’s like a super-review on steroids when a celebrity endorses a product. Consumers believe that “it must be true, and it must be good” if a celebrity says so. There is also the “like Mike” (Michael Jordan) syndrome, meaning that many consumers imagine that if they use the products that their favorite celebrity is using, they are in some way connected to them… like them.
Positioning: Both competing new or emerging brands, and established brands know that their position in the market has a significant effect on their yearly P&L and investor perceived value. Matching celebrities to product audiences is more of an art than a business. Celebrity endorsements need to be executed by celebrities that “speak” to the consumers who will be in that market. The right combination is a beautiful thing.
Celebrity Endorsement Effectiveness
“According to research by Harvard Business School professor Anita Elberse and Barclays Capital analyst Jeroen Verleun, a celebrity endorsement increases a company’s sales an average of 4% relative to its competition, and also increases a company’s stock value by 0.25%. Four percent can equal billions of dollars in sales.” – Read More
This is an ongoing investigation. It is both controversial and dynamic, with the true “the devil is in the details” vibe around the analytic data supporting each side’s argument. BTW, when TheCelebritySource.com says “side’s” they mean a hexagon. This is not a black and white discussion. This being said, it can be looked at through the filter of the following 5 dimensions to measure celebrity endorsement effectiveness.
- Positive feeling towards the advertisement (Emotion)
- Attention grabbing (Awareness)
- Purchase intention (Vetting)
- Personality and appeal (Ego)
- High recall rates (Trust)
All of these dimensions play a role in how the consumer will receive the endorsement, ergo the corresponding brand/product. This is why we say it is “an art” matching celebrity talent with brands and companies, rather than a business. There is no “all-size-fits-all” template in this industry. Each appearance and endorsement is custom tailored to many factors. Finally, think about the climate of popular thought, at the time the celebrity’s endorsement will reach the public eye. How has that changed in just months lately?
With over 35 years of experience TheCelebritySource.com continues to be committed to effectively, and efficiently connecting PR Agencies, Marketing Agencies, Celebrity Promotion Companies, and Brands-Direct with the most relevant celebrity talent while matching top celebrity endorsement talent with clients.
Celebrity Endorsement: Expectations vs. Reality
Part 3 of 3
TheCelebritySource.com loves this quote: “According to Forbes contributor Steve Olenski, celebrity endorsement helps increase sales in the short term and brand awareness in the long term.” – https://corp.kaltura.com Read more. We have experienced this to be true across the board, in almost every industry we work with.
Brand Endorsement Examples
To keep it simple and to the point we are listing the top 3 types of endorsements with a brief summary of how they work.
- Celebrity Endorsement – Celebrities have the ability to affect a wide range of public opinion about a product or a brand. A celebrity may say they have used the product, know about the brand, and can have ownership interests. In return for the endorsement, they will receive a fee that can rage dramatically.
- Celebrity Influencer Endorsement – Not all influencers are celebrities in the formal sense of the word in our world. However, in their world, they are capable of getting attention from their followers and hence can be very helpful in promoting brands, products, and causes. Their influence may be inside of some or all social media platforms like Facebook, Instagram, Snapchat, Twitter, LinkedIn, Youtube, HSN, QVC, Financial & Investment channels, and Podcasts.
- Celebrity Athlete Endorsement – We don’t need to list all the examples of this type of endorsement as most everyone has seen athletes on television endorsing products, food, businesses, and their services, schools, charities, and politicians.
Celebrity Endorsements Gone Wrong
TheCelebritySource.com feels it’s important to list some examples of how celebrity endorsements can have a negative impact on business. This is why it is not self serving to say that hiring a professional celebrity booking company is really your best choice. After all you wouldn’t try to cut your own hair would you? Maybe you might.
An interesting article in MarketingWeek.com has a few top flops we thought were a good read. Read more.
- O.J. Simpson (College and NFL Football legend) and Hertz Rent-a-car (1992) – His endorsement deal was reported to be $550,000 yearly. This deal came to a quick end during the Nicole Brown Simpson trial. Although he was found not guilty his days of product endorsement were over.
- Michael Phelps (college and Olympic swimming superstar) and AT&T and Rosetta Stone (2009) – After photos were posted online of him smoking & getting high at a party in Southern California his endorsement deals were closed out. Kellogg also discontinued their relationship with Phelps valued at $500,000.
- Jerry Seinfeld and Bill Gates, CEO of Microsoft (2008) – As part of a $300 Million Dollar ad campaign that was aimed at winning customers over from Apple, Jerry and Bill are seen discussing shoes before Gates shakes his booty and walks away. The ads were stopped after an unexpected backlash by the public, sending Microsoft back to the drawing board.
With over 35 years of experience, The Celebrity Source continues to be committed to effectively, and efficiently connecting PR Agencies, Marketing Agencies, Celebrity Promotion Companies, and Brands-Direct with the most relevant celebrity talent while matching top celebrity endorsement talent with clients.
