Volume 23 No. 1: Marketing beyond the spotlight

Today, we're diving into the glitzy world of celebrities in advertising. Why do brands shell out big bucks for famous talent? Does the investment in star power really drive the results marketers want?  

—Elena  

  

People are more likely to choose products endorsed by celebrities.                  

This insight comes from a study that tracked eye movements, pupil dilation, and buying behavior of participants viewing mock ads.  

 

Star power is powerful, but it can backfire.           

Kim Kardashian and Skims. Snoop Dogg’s 'smokeless’ stunt for Solo Brands. And of course, the marketing event of the year—the Super Bowl. Celebrities are everywhere in advertising but seemingly drive mixed results for the brands they promote.  

Celebrity endorsements are a double-edged sword. They capture attention, using fame to imbue brands with a sense of quality and trustworthiness.  

But the 'vampire effect' can sometimes overshadow the very products they're meant to illuminate. This happens when ad viewers pay more attention to the celebrity than the product or service being advertised. 

Problems also arise when a celebrity becomes enmeshed in a scandal or when they secure so many brand deals, they’re no longer a distinctive asset for your brand. 

There are risks and benefits to working with a celebrity, and it is crucial brands weigh both before deciding on a partnership. Also, we might suggest exploring characters first—they're even more effective for brand-building.  

Listen in on our discussion.

"The Marketing Psychology Behind Celebrity Endorsements”           

Faculty at the Wharton School of the University of Pennsylvania use neuroscience, including eye-tracking, to investigate how celebrities impact buying behavior. Read the article. 

 

Be careful with who you trust to represent your brand.    

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” 

—Warren Buffet