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Celebrity Endorsements Boost Fashion Brand Awareness
Fashion retail store brands often spend a substantial percentage of their marketing budgets on celebrity endorsement of their brand. Why? Because fashion advertising and celebrity base marketing results in huge awareness and revenue gains.
A case in point, Old Navy is no stranger to incorporating celebrity endorsement into their marketing efforts. In years passed, the cast of the original 90210 shows, Melissa McCarthy and a Kim Kardashian look-alike has been featured in a variety of campaigns. Their current spokeswoman, Amy Poehler appears to be their most successful celebrity endorser to date, with a year-long strategic campaign that's not only entertaining, but has also become an internet marketing sensation. As reported by Marketwatch.
Amy Poehler And Old Navy
Old Navy has not previously used a single celebrity for several commercials, versus single one-off spots. In fact, Poehler and her writing team are playing a major role in creating and writing the spots.
Who is in charge of this decision? Old Navy Global Chief Marketing Officer Ivan Wicksteed who joined Old Navy in 2013 after working at Nike’s Converse and Cole Haan brands, and Coca-Cola – both parent companies known for their creative and successful advertising campaigns.
According to a recent article in Forbes, Amy Poehler ranks as the sixth highest-paid TV actress of 2014, and her Old Navy endorsement deal adds $2 million to her earnings.
With 6 unique commercials having been aired this year, we took a look to see what our team thought about the campaign.
Why Amy Poehler is a good choice:
What makes Amy Poehler a poor choice:
Who Might Be A Better Choice?
Who Would Not Be A Good Choice?
Old Navy and Social Media
Did you notice Old Navy's use of social media in this ad campaign? Their hashtag #RunToOldNavy invites their consumers to engage in conversation with the brand. Are you aware of the significant role social media plays in modern day advertising campaigns? Read more about using the celebrity social media connection here.
Are you interested in integrating your brand's product with a celebrity but simply don’t know where to start? There is so much more to product placement and celebrity endorsement partnerships than you may think and it is important to be educated about the key tactics to best fit your brand. Download our Product Placement 101 Infographic today to start learning more!
Topics: Celebrity Partnership, Strategic Partnerships, Social Media Strategy
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.