In an age where micro and nano influencers are on the rise, how valuable are celebrity brand ambassadors? The truth is, they haven’t lost their relevance as much as you might have thought. A lot of brands continue to work with celebrities alongside micro influencers, which gives them double the opportunity to make waves in the industry. Both PUMA India and Savage x Fenty have very recently partnered with Kareena Kapoor and Normani respectively for their first ever celebrity brand ambassador campaigns, and you can click on each link to read about how well those did. So how can you, as a brand, nail a celebrity influencer marketing campaign? Here are 3 simple pointers.
1 – Power to the People
Up and coming micro and nano influencers are great investments for any brand, and to a certain extent they can only be scouted by brands themselves. Celebrities, on the other hand, are known to all. Whether it is a tweet or post that went viral, a newly released music video, or a social movement they took part in, their worth and desirability is highly visible.
It therefore makes sense to work with a celebrity based on current public sentiment regarding them. This way, you know for sure that your campaign will get the attention it deserves.
In the case of PUMA, the Indian office picked a celebrity so well-loved by the public not just because of her acting career but also her charity work and voicing opinions about important issues.
Picking a celebrity to work with can be hard, simply because there are so many of them that would make a good fit. When examining a potential ambassador from the perspective of audience members, however, it is important to sometimes let the public decide who they want to see as the face of your brand. After all, they are the consumers.
2 – Capsule Collection Hashtags
One of the best ways to make full use of a celebrity collaboration is to create a capsule collection and archive it. This way, the timeline of the partnership can extend beyond the actual collaboration. The #Arivenchy Campaign by Givenchy featuring Ariana Grande is a great example of how collections featuring celebrities can create hype around a campaign that extends beyond posters.
By putting Ariana Grande in custom Givenchy and giving it the title #Arivenchy, consumers will naturally associate anything in that collection with her.
This association lives on beyond the collaboration, simply because the products remain for sale and the hashtag can be resurfaced at any point. For example, while this particular campaign took place 8 months ago, Givenchy just posted a picture of Ariana Grande at the Grammy’s in January 2020 with the hashtag #Arivenchy.
3 – Pick One Who Isn’t Afraid To Be Themselves
Celebrities are often shrouded in mystery and the need to look and behave perfectly all the time. No one wants to be the source of gossip or misdemeanour. However, there are celebrities out there who keep it real, and these are the ones you should be gunning for.
Ilana Glazer for THINX showed us how fun and unpolished celebrity ambassador campaigns can truly be.
Ilana is known for her eccentric personality and unapologetically speaking up about feminism, LGBTQIA+ issues, politics, voting, and so on. If her bio doesn’t say it, we don’t know what does.
Campaigns like this one do well because they tell people that the celebrities they look up to are just like them, and they can own something in common: the product that your brand is promoting.
Celebrity Influencer Marketing Campaigns might seem costly and intimidating, but the payoff is very much worth it. While the bulk of your strategy should focus on smaller influencers, it never hurts to have a bigger campaign running alongside smaller ones. That way you can target as many people as possible.
To read more about Tips, Tricks, Do’s and Don’ts for your Influencer Marketing Campaigns, subscribe to the Popular Chips Newsletter. If you are a brand, get in touch with us at firstname.lastname@example.org to gain access to our AI-Driven Influencer Marketing Platform.