Celebrity endorsement of brands can be regarded as risky or hit and miss if not planned correctly, so we led a research study to find out what steps need to be put in place to make this a valuable aspect of your marketing strategy.
The Research:
We worked with Bournemouth University’s Faculty of Media & Communication, and research companies YouGov and Neurosense, to understand the value and effective use of talent endorsement in advertising.
The Results:
Capturing attention
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Celebrity endorsements create and maintain viewers’ attention
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They bring prestige to brands and encourage engagement, interest, and recall
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Talent-led advertising spots are effective because celebrities have symbolic, aspirational associations for viewers
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The celebrity is able to transfer their own values and characteristics to the products they are promoting
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Credibility and the audience’s connection with the talent is very important, but the strategic link between the product and the celebrity is key
Brand building
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Talent endorsements offer effective advertising for both new and established brands
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They improve advertising attitudes, brand attitude, and build purchasing intent
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They provide monetary value through increased brand equity and sales
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They build new brands and reposition old brands
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Talent with worldwide popularity can help businesses reach global goals