Celebrity endorsements are
powerful forces for brands to use. Research indicates that those who
respond to celebrity endorsements on social media are themselves far more
likely to follow and respond to brands on social media forums.
Companies know there are risks
when they choose a celebrity-endorsement approach. However recent studies of
hundreds of endorsements have indicated that sales for some brands increased up
to 20% upon commencing an endorsement deal, (Advertising Age 2010).
So how do celebrity endorsements
work?
We, as consumers, receive more
than 3,000 commercial images a day; our subconscious absorbs more than 150
images with roughly only 30 images reaching our conscious minds. Therefore,
practice shows that if you use a celebrity-endorsement strategy, you
dramatically accelerate the potential for brands to reach the conscious mind.
Celebrity endorsements have the
power to instigate and inspire, enlighten and entertain consumers. It
benefits are that it can be leveraged across multiple channel distributions,
cuts through advertising clutter, creates brand narrative and allows for
channel-specific optimization, (Advertising Age 2010).
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