Celebrity Marketing

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Why attract celebrities for advertising? How to get celebrity endorsements? Examples of Celebrity Marketing Campaigns

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Find out how to get celebrity endorsements and explore examples
Celebrity marketing is a technique that implies hiring a famous person to endorse a brand’s product or service. It covers different types of promotion: an opinion leader using and recommending a specific product or an influencer in the image of the brand. A brand uses a celebrity’s reputation to establish trust, awareness , and recognition among this person’s following.
In this article, we’ll uncover why to attract celebrities for advertising and how to get celebrity endorsements. We’ll also review some great examples of successful celebrity marketing campaigns.
Brands often involve celebrities to showcase products and influencers to recommend them to draw attention immediately and establish brand awareness. Influencers and opinion leaders can generate buzz around a company, increase exposure, and attract more people.
Since celebrities have the power to influence customer decisions, companies use them to their advantage. According to statistics , 37% of consumers trust the recommendations of social media influencers and discover new products from their videos, photos, and stories. You can often see large brands with opinion leaders as brand advocates. They become salespeople, showcase products, and encourage customers to purchase. With influencers' help, companies reach new audiences and enhance credibility and visibility. Moreover, celebrity endorsements enable brands to stand out among competitors. If an opinion leader uses a specific brand and recommends it, people trust and buy its products.
Influencers can use different techniques to draw followers’ attention: create tutorials, guides on product usage, before and after stories, posts, etc. They call out to people through different marketing channels and help companies attain their conversions , sales, and revenue goals.
Now that you know why brands partner with opinion leaders, let’s proceed to the next section to find out how to encourage endorsements.
Unlike endorsements in TV and print advertisements, modern celebrity marketing establishes a connection between an endorser and a customer. Brands are serious about choosing an influencer and don't rely solely on that person's fame. They look at a career, hobby, lifestyle, and other aspects. Customers should associate this opinion leader with themselves. So finding a great fit isn’t an easy task. In this section, we’ll show you how to do it.
Now that you know how to get endorsements, it’s time to explore some powerful celebrity marketing campaigns.
Celebrity marketing is considered one of the most effective marketing strategies that help achieve key business goals. In this section, we’ll review some examples to see what influencers have brought to world-known brands.
Perhaps every American knows Shaquille O’Neal as a sports analyst and one of the greatest basketball players. Yet it’s not the full list of his professions and achievements. In 2020, Shaquille O’Neal partnered with Papa John’s pizza chain. The collaboration aimed to create a specialty pizza – The Shaq-a-Roni pizza. The campaign brought stunning results to the brand. They managed to sell more than 3 million pizzas and collect 3 million dollars for charities. Shaquille O’Neal and Papa John’s raised this money in two months. After the campaign, the famous basketball player became a board member of the company.
American actress, producer, and director Eva Longoria endorsed L’Oreal, a French personal care company. The attractive actress with long beautiful hair was a perfect fit for the brand’s product. In 2020, the actress released a series of useful how-to YouTube videos with L’Oreal aimed at the brand’s product promotion.
Congrats, now you know what celebrity marketing is and why it’s essential. Hope that our successful examples will serve you as inspiration when you decide to develop your celebrity marketing campaign.

Last Updated: 25.08.2022

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Lisa leads corporate marketing at Kaltura . She enjoys finding the right balance between the art and science of marketing.
Five years ago, I never would’ve guessed I’d be saying this, but my company just successfully launched our first mega-celebrity campaign.
Until now, we’ve promoted Kaltura through smart and targeted marketing efforts, and the success of this strategy has brought us to where we are today. But it was time to bring our reach to a new level: to target new audiences, promote our company’s brand and create a compelling campaign.
That’s why we worked with a famous actor, David Duchovny, on a video advertisement campaign to showcase the possibilities of our video solutions to a wide audience.
From the logistical elements to the narrative nuances of telling a company story, filming a celebrity campaign requires you to think on your feet and make important decisions about how you’re presenting your product. Fortunately, we learned a lot from the actor and his team about how to get the most out of a celebrity marketing opportunity.
Here are some of the key lessons I learned about running a successful celebrity campaign.
Picking The Right Celebrity For Your Campaign
The main component of a celebrity campaign is, of course, the celebrity. When picking a celebrity for your campaign, find someone who aligns with the tone and culture of your company’s brand and who will serve as an effective—but ultimately fun and playful—means of relaying your message to the public.
For better and for worse, celebrities have a huge impact on our day-to-day. They help inform our fashion, our hobbies, the media we consume and engage with, and more. Accordingly, celebrity endorsement of a product goes a long way. You want people to immediately click on your video because they are intrigued to know more from someone they find admirable and entertaining.
Working with a widely recognized persona can be a great investment. To reach new audiences with your campaign, it’s important to have someone on screen that people know at face value. Although the world of micro-influencers is quickly growing on social media, your big ideas deserve a celebrity to match.
When developing a celebrity campaign to attract a new audience to your company, the overarching story behind the campaign plays a vital role. It can be tempting to want everything to go according to plan, but a celebrity campaign requires that you practice flexibility and agility. We started with a totally different idea, but once the star of the advertisement came into the picture, we made it a celebrity-based campaign.
We focused one campaign video on our events platform and the need to engage with others, even in the strange, remote circumstances of the pandemic. The actor conveyed that people didn’t have to stop being social during the pandemic and that our platform would allow them to continue to enjoy and organize events.
If your company is looking to incorporate a celebrity campaign into its marketing strategy, it is important to home in on your company’s tone of voice and mission and to convey that effectively to the spokesperson. Working with a celebrity who doesn’t understand your product, your mission or your message will ultimately be a step back in conveying the company’s story.
Continuing Your Message While Introducing New Ideas
While the campaign should showcase your company’s well-established brand and values, audiences will only be drawn to the campaign—and, eventually, to your company—if you can introduce something new that they won’t find from a simple visit to your website. A celebrity campaign is a big undertaking, and it is important that there is a product or release that you can tie into this marketing effort. Determine what product or new idea you are introducing with a celebrity campaign.
For us, the campaign followed a global conference that we hosted on virtual conferences and marketing. The campaign continued that trend, creating a drum roll for our brand and promoting our solutions to a wider audience.
When you are figuring out if the timing is right for a celebrity campaign, take a look at your own upcoming announcements and see if any would be a good match. If nothing comes to mind, it might be smarter to table the effort for a more appropriate time.
Well done: You have a celebrity campaign, you finished creating all the materials, and you have gone through all the steps to make sure it succeeds. But there is post-launch work that is necessary to keep the momentum going. So where do we go from here?
You are far from the first organization to create a celebrity campaign, so take full advantage of the work that has already been done. While a celebrity campaign can bring a great deal of visibility to your company, traditional marketing techniques can expand your reach even further.
Doing pre-launch and post-launch marketing activities will help to ensure you create good visibility for your celebrity campaign. The celebrity may get you the clicks, but the real star of the campaign is your brand and your product. For example, at Kaltura, we connected our celebrity campaign with robust email outreach that used the introductory video as a headline to attract those who received it to open and read further. Once we had their attention, we presented them with our new platform and its value.
It is also important to step back and realign with your strategy, especially if you feel like you have moved away from your goal. Make sure to use this experience to build your own skills in managing a high-pressure situation. With foresight, the newfound skills will help you lead successful marketing campaigns, even after the celebrity has left the building.
Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?

By Chris Brogan | January 9, 2012 | 0
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Editor's note: To our passionate and ardent supporters of SUCCESS magazine, we hear and appreciate the authentic and sincere initial reaction many of you have expressed via social media about this cover story. Thank you for the thoughtful discussion and we hope this furthers the debate about this controversial segment of marketing.
Ray Bradbury in his 1953 book Fahrenheit 451 predicted a world where we’d watch giant televisions the size of a wall and we’d participate in these shows with the “neighbors,” as he called them. Years later, that’s exactly what people are doing. Reality TV is no longer something out of a sci-fi novel but part of Main Street culture that has changed whom we admire, what we buy and how we purchase it.
Nobody admits to watching reality shows and yet half of the top 10 TV shows last year were from among that category, which includes such entertainment juggernauts as Jersey Shore , The Bachelor , and Millionaire Matchmaker . But the creation of the “famous for being famous” has never been more chronicled, criticized and epitomized than in the No. 1 reality show Keeping Up with the Kardashians , and its No. 1 star, Kim Kardashian.
“I watch that show and others for a mix of things,” says Jacqueline Carly, creator of the popular fitness blog Fitarella.com. “Depending on which show, it is part superficial fantasy—the clothes, the travel, the celebrity life—and sometimes, it’s the ‘train wreck’ aspect of it. And sometimes I find that I actually like the people.”
But even if you’re not watching it, still not admitting it, or even are offended by the very concept of it, you can’t deny the impact that these celebrities have had on marketing, branding and potentially your very own business.
“You Don’t Have to Be a Star (To Be in My Show)”
Fortune 500 companies and Madison Avenue used to compete for the most famous celebrities and most successful athletes to lend their names and endorse their products.
Today, advertising agencies are seeking out reality stars, not for a staged endorsement of their brands but a genuine adoption of their products.
Reality stars have become 24-hour billboards for what they wear, what restaurant they visit or what drink they hold in their hand. These celebrities are paid huge sums just for appearing at a hot Las Vegas nightclub or a high-profile New York restaurant. Even online, reality celebs can be paid as much as $10,000 to write a sponsored Tweet.
Would You Like Them to Tweet for You?
Leonardo DiCaprio and Beyonce Knowles may be paid millions of dollars to film a commercial, but reality stars have millions of captive fans on Twitter or Facebook to spread the word about how great your product, service or company might be.
Reality stars represent a new genre in marketing, where real people can become instant celebrities. Their talent is carefully crafting their celebrity brand, and their business plan is parlaying that fame into lucrative spinoffs and large loyal followings. Their fame is not based on being elite, mysterious or inaccessible. Quite the contrary; it’s built upon their constant connection with their fans.
Andy Warhol once said, “In the future, everyone will be world famous for 15 minutes.” Kim Kardashian turned her 15 minutes into six years, 17 million online fans and almost $65 million last year alone. In 2011, the Kardashian family’s various business ventures are said to be worth $1 billion, and growing, according to the Hollywood Reporter .
From housewives to dancing hunks, there are plenty of people working on being famous enough to become a celebrity endorser. Bethenny Frankel, from The Real Housewives of New York , has gone from reality-star endorser to a Forbes magazine cover success story as she sold her Skinnygirl cocktails line to Beam Global in 2011, with the sale estimated at $120 million.
According to the L.A. Times , Mike “The Situation” Sorrentino from Jersey Shore made news with the first possible reverse endorsement, when Abercrombie & Fitch asked “The Sitch” to stop wearing its preppy, California-inspired clothes.
There are plenty of others you may have missed as well, such as singer and sometimes actress Jessica Simpson selling edible cosmetics, or our favorite—Paris Hilton selling a line of canned champagne (classy!) named Rich-Prosecco.
What Do Reality Stars Mean to Us?
If this were a cover story featuring Tom Brady, you wouldn’t have batted an eye. Sports stars are often the meat and potatoes of any article about succeeding, because we all get to witness their exploits in a very public way (and of course, sports figures have been endorsing products for decades). But there are a lot of similarities in how we think about sports stars and how we think about reality stars.
The question is, should these reality stars earn more respect because they succeeded without the obvious talent of far more accomplished athletes or performers? Or should we realize that it simply takes a different type of talent to promote, brand and market yourself when you will never win an Oscar or compete for a gold medal?
In either case, consciously or otherwise, we use these people as avatars for parts of our lives better left to fantasy. When Tom Brady orchestrates another touchdown, Patriots fans feel a stir of chemicals that mimic the success they’ve witnessed on the screen. Something physical happens when we watch a meaningful sports event.
It turns out that we have similar experiences with reality shows. We feel upset when someone we’ve come to care about on Survivor gets voted off the island. We feel elated when the guy we’re rooting for on Dancing with the Stars wins. (Hooray for J.R. Martinez!)
In essence, people invest the same amount of emotions into their entertainment icons as they do in their sport or celebrity heroes. With superstar athletes, we get to play with them only when they play. But with reality stars, we get to play with them every day and become emotionally attached to their success, failures, talents and shortcomings. Some reality stars know how to capitalize on the opportunity to make an even deeper impact on people, and some become Richard Hatch, the “I won’t pay my taxes” felon from Survivor .
You don’t have a reality show and you probably don’t want one. But you have much more in common with your reality counterparts than you realize.
If you have a website or a storefront, then you have a showcase—a show, if you will. If you are the
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