Meet JOE

Hmm!

Celebrity Endorsements

Sexy Dancer Legs

• Ensured Attention– PR coverage

– Higher degree of recall

15-20million $!

• Rejuvenating a stagnant brand– Compensate for lack of innovative ideas.

• Mass Appeal– Psychographic Connect

– Demographic Connect

• CO-Creation

Hmmmm.....

.

There are risks...

• The vampire effect

What brand was she promoting again?

• Mismatch between the celebrity

and the image of the brand

• Multi brand endorsements by the same

celebrity would lead to overexposure

– Celebrities endorsing one brand and using

another (competitor)

• Cost

• The reputation of the celebrity may

derogate after he/she has endorsed the

product.

– Inconsistency in the professional popularity of

the celebrity

In the end people always forget...

So Does it Work?

4%

78% 18%

According to Adweek...

BUT

Brand Awareness/Equity

Hmm!

YouTube Celebrity Endorsements

• Cost

–Promotional tactics

Contests

Promo Codes + Discounts

• Specified Target audience

–More relatable and trusted by

consumers

New and starting companiesCompanies only selling online

• Measurement of success

–Feedback

11, 038,984 Views!

• Less Risk

–Can pull out without being noticed

–Can use multiple Youtube celebrities

There are risks...• http://www.gurugossip.net/t394p175-bad-experience-with-products-gurus-rave-about

• Youtube personalities must state that

the product was endorsed

Juicy Tuesday

Fowler Sisters

• It stays on YouTube

Forever...

So Does it Work?

55%

6% 39%

According to my own research...

BUT

Increase Sales/ Gain new consumers to

try it out

The ultimate product: The Clarasonic

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