Choosing a Celebrity Who Fits Your Brand
The use of celebrities is common everywhere, and it always works. But a few rules decide whether it works for you.
The celebrity should be well known, to avoid anti-ads. The celebrity should also fit your business type, such as Brad Pitt's cooperation with the brand Chanel, or George Clooney, who has been the Nespresso brand ambassador for years. For example, when advertising a slimming device, do not select an obese celebrity. This is a kind of anti-ad. You must select someone who is fit.
Ask yourself what in you may attract celebrities to become willing to accept your ads. You do not always have to spend money to get celebrities to accompany you. Sometimes you may have something that makes celebrities willing to join you.
How you choose a celebrity is important. The problem is that managers act according to their own concerns and pay no attention to the opinions of the marketing experts or the advertising company they work with, and that spoils the effects. Celebrities should be selected based on the research results of the marketing team.
A celebrity alone is just like a character, and it does not need to be in harmony with the company's symbolic character. However, the features of the celebrity, the reason for the fame and the celebrity's fans should be in harmony with your brand and products. For example, selecting a rapper who is popular with the younger generation is not suitable for advertising an expensive luxury car. A larger percentage of the fans of such a celebrity cannot afford to buy such a car and are not even interested in it. But the same rapper is an extremely appropriate choice for promoting energy drinks whose target market is young people.