We all can name adverts that use celebrities to promote their brand. But how effective are they and how beneficial is it for companies to endorse their status with celebrity appearances. Well, here are 5 key attributes of using stars in ad campaigns:

Firstly, the adverts are memorable as everyone remembers a famous face. Adverts that are memorable are more likely to increase brand recognition and the propensity to buy. 

Celebrity adverts are like sponsorships. They are worth millions, and help to create a united brand message. Sports brands, if they can afford it, will employ the sports personality of the moment to promote the view that their brand is powerful and you can be a winner by wearing their merchandise.  Barbie employed last years twins from Big Brother to promote their products, only to link themselves closely to their target market and find stars that would drive in profit and demand.

Using celebrities in advertising campaigns can break down the corporate/ consumer barrier. Everyone can relate to their favourite stars, and it makes the brand more personable. 

Trust is also built, as companies will always try to find stars that are loved by their target market. Fans are in awe of these celebrities and have respect for what they say. Thus the brand equity will therefore increase. It’s simple- if the consumer trusts the celebrity, they will also trust and be more likely to buy the brand.

Choosing the right celebrity that fits tightly with your brand message helps build consistency of message and brand perception. Kerry Katona, former Atomic Kitten and winner of ‘ I’m a Celebrity get me out of here!’ has become a well known face of all Iceland ads. She is generally perceived as a busy, young mother who would look for easy, but nice meals to make the kids. This is exactly in line with what Iceland stand for and the target market that they aim to impress. Therefore, the partnership has been very successful and a lucrative one at that. 

However, celebrities come at a high price. You have to have the money to support such ventures. Generally only the big brand players can afford celebrity endorsements, and the more money you have; the better the celebrity you can buy! So always make sure you are going to get a ROI on the extravagant venture!

You have to prepare for celebrities stepping out of line. We all know about Jamie Oliver’s rant over Sainsburys allegedly not supporting his TV programme on battery hens. Resolved as it now appears, companies still have to be wary of employing celebrities that may dent their reputation. Iceland are currently under strain to drop Kerry Katona as there are claims she consumed alcohol and continued to smoke whilst pregnant. It’s certainly a dilemma when you bring human error into an advertising campaign! 

What are your views on celebrities heading advertising campaigns? Which are the best ones?

Remember, celebrity advertising is for the big players, Argon Promotions can offer more affordable solutions through our great Promotional Products!