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    Case Study: The Strategic Use of Controversial Celebrity Endorsement

    Posted by Chloe Wang on October 11, 2018 at 3:49 PM

    Nike's Latest Ad Campaign

    It's common knowledge that one of the most effective marketing tactics for brand advertising has always been through celebrity endorsement. However, when choosing which celebrity to work with, companies have to be extremely careful, since controversial celebrities can backlash on the brand image. Nike announced Colin Kaepernick as a major part of its 30th anniversary for the “Just Do It” campaign at the beginning of September. It soon led to several boycotts nationwide – a Rhode Island town council even approved a nonbinding resolution to boycott Nike products (although it was revoked a week after due to the widespread backlash).

    Despite the outrage of some consumers (with extreme reactions, such as burning their Nike shoes), Nike’s sales, in fact, has increased 31% from Sunday through Tuesday over Labor Day. In this blog, Hollywood Branded shares what impact Nike's latest ad campaign had on the brand and discusses how it succeeded with its controversial celebrity endorsement.



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    Topics: Celebrity Initiative, Public Relations

    A Beacon Of Hope: A Case Study On Location-Based Marketing

    Posted by Dumisa Moyo on October 10, 2018 at 3:15 PM


    A Case Study: Rite Aid's Latest Marketing Campaign

    In January 2016, Rite Aid installed proximity beacons into each of its stores across the U.S. By the time the installation was complete, all of its (at the time) 4,500 stores had been outfitted with beacons. This move awarded them with the bragging rights of having the largest beacon technology installation push in a retail setting, a crown previously worn by Macy’s in 2014.

    Fast forward two years, and Rite Aid is back in the limelight with a brand new marketing strategy. Emboldened by “The Great Beacon Migration Of 2016,” the pharmacy corporation feels that now is the best time to open the floodgates of marketing strategy. Of course, we'll break down the key methods that Rite Aid used to prepare themselves for their latest advertising adventure. In this blog case study, Hollywood Branded examines and explains how Rite Aid Targets Consumers Using Location Based Marketing.



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    Topics: Strategic Partnerships, Public Relations

    Increase Brand Sales With Talk Show Product Placement

    Posted by Stacy Jones on September 17, 2018 at 11:54 AM

    Case Study On How A Brand Rocket Fueled To Sales Success

    We are often asked if having a brand appear in a segment on a talk show or as product placement in a TV show leads to actual sales.  And our answer? We think so - but too many times clients don't have analytics in place to measure results.  But when they do, it can make a MASSIVE impact.

    Talk shows air five days a week, and some show a lot of brands within their content.  Some placements are good, and others are absolutely great.  And there is a little bit of magic sauce that can take it to the next level and actually impact brand sales along with the brand awareness talk shows offer.  In this blog, Hollywood Branded shares a case study (not one of our own!) on how one brand found a way to increase sales with talk show product placement, and what the magic to this rocket fuel was.



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    Topics: Public Relations, Product Placement & Branded Content

    Marketing Mayhem: What Papa John’s Can Do To Recover From A PR Nightmare

    Posted by Stacy Jones on July 19, 2018 at 2:36 PM

    Brand Marketing Mayhem: What Papa John’s Can Do To Recover From A PR Nightmare

    So what do you do as a brand if your entire image is wrapped around one individual... and the partnership goes wrong? Do you put your head down like an ostrich and try to weather the storm ... or do you start looking for different eggs to put in your basket, and grab onto other properties and individuals who can help give you a quick brand lift while sharing your message of brand beliefs which (hopefully) counter those of whatever happened that went wrong.

    Such is the case of Papa John's at this moment in time. In this blog, Hollywood Branded discusses what brands like Papa John’s can do to recover from a PR nightmare caused by its own self-created celebrity persona, and brand founder. 



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    Topics: Public Relations, Business Advice, Product Placement & Branded Content, Strategic Partnerships

    When Celebrity Endorsements Go Wrong

    Posted by Stacy Jones on June 4, 2018 at 10:19 AM

    How Bad Behavior Can Lose A Lucrative Endorsement Deal - And Consumer Trust

    No one is perfect. And as people who are constantly under a bright light and a fine microscope, celebrities know this better than anyone. One tiny wrong step or social post can send the twittersphere into anarchy.  And it may cause a brand to end an endorsement deal if the brand management disagrees with the celeb's actions, behavior or thoughts - especially after a big screw up.  Effective immediately, and possibly at the cost of millions of dollars.

    And of late, a LOT of celebrities have found themselves in some pretty hot water, not only damaging their own brand, but also the content they star in.  In this blog, Hollywood Branded looks at the worst cases of when celebrity endorsements go wrong and exactly what happened to make these celebrity partnerships turn sour - and how to keep them from happening to your brand. 



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    Topics: Celebrity Initiative, Strategic Partnerships, Public Relations, Social Media Strategy

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