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Celebrity Endorsement Value Extends Beyond Star Power To Fans

Stacy Jones | October 26, 2015 at 7:00 AM
Stacy Jones

The Celebrity Cult Following

While celebrity intrigue alone creates a high degree of incentive for brands to pursue celebrity endorsers, the mass following of these public figures is the truly appealing aspect.

In this blog we look at why celebrity partnership deals - ranging from Paramount Farms pistachio sales, which experienced a 233% increase after Snooki’s endorsement, to Spike Lee’s Kickstarter project, which garnered over 6,000 backers in a month - are so likely to engage fans to respond and act.

Tapping Into The Fan Base

Brands who partner with star power as part of their marketing campaign not only have the opportunity to gain new followers (43% of backers of Spike Lee’s Kickstarter project were brand new to the site), but have the opportunity to gain new followers who really engage.



The Power Of Followers

Earned media marketing/word-of-mouth marketing, the backbone of social media, has been proven to be the most effective and trusted marketing tool amongst consumers. Ratings giant Nielson released a survey which deduced that the power is in the followers. It found that on social media, celebrity followers were much more likely to interact with brands than an average adult internet user.

Celebrity followers are obvious celebrity fans. Creating a campaign supported by celebrity brings media attention and that fan base, creating an organic earned media/word of mouth campaign.

Though there can be high risks involved with celebrity/brand associations, as evidenced post-Miley Cyrus VMAs performance, results and studies support that high rewards can be yielded.

More successful celebrity endorsement campaigns can be seen in this blog about Super Bowl ads with celebrities.


Learn More

Are you interested in learning how to successfully partner celebrities to your brand - without spending a million?  Watch this short webinar to learn Hollywood insider tricks to create and kick start an entertainment marketing campaign that is the perfect extension for your social media program.

Celebrity Social Media Webinar by Hollywood Branded

Covoagency, Kickstarter, Business Insider

Topics: Celebrity Partnership, Strategic Partnerships

Stacy Jones

Written by Stacy Jones

Stacy Jones, Hollywood Branded's founder and CEO, has over twenty six years of leadership experience building global entertainment branding campaigns for top Fortune 500 companies and hundreds of brands. Her career started after receiving her BFA in Theater Production & Scenic Design from the University of Arizona. Acknowledged as an expert in the field, she has appeared on CNN and MSNBC; spoken at conferences around the globe from Germany to Beijing; and has been featured in Forbes, The Wall Street Journal, The Hollywood Reporter, Financial Times, The Economist, Brandweek, Advertising Age, Variety, B&C and Mediaweek amongst others. Originally from Texas, you will still hear her ya’ll as she gathers the team for strategy planning sessions. Like all true entrepreneurs, Stacy is an adventurer at her core – having sky dived, hang glided off bi-planes, swam with crocs while rafting the Zambezi in Africa, photographed grizzly bears in Alaska, trekked Mayan ruins in Belize, explored the ocean as an avid scuba diver, and who loves owning an advertising agency where she swims with a different type of Hollywood shark on a daily basis.