Episode 50

Are Celebrities in Advertising Worth the Price?

Kim Kardashian and Skims. Snoop Dogg’s 'smokeless’ stunt for Solo Brands. And of course, celebrity-packed Super Bowl commercials. What’s the true power of star power in advertising?

This week, Elena, Angela, and Rob are discussing the benefits (and risks) of using a celebrity to promote your brand. Because while celebrities can drive strong attention to your ad, they typically come with high price tags, can feel inauthentic if they aren’t clearly connected to your brand, and can even draw attention away from your product or service through the ‘vampire effect.’ The team talks through when a celebrity might not be the right choice and how to find the right partner when you are pursuing a celebrity endorser.

Topics Covered

• [01:30] The types of celebrity endorsements

• [02:30] The history of celebrities in advertising

• [05:30] How celebrities drive greater attention in ads

• [08:00] The pros and cons of partnering with a celebrity

• [11:30] Using characters vs celebrities

• [13:00] How to choose the right celebrity for your brand

• [17:30] Marketing Architects’ celebrity fantasy draft

Resources:

2023 Knowledge at Wharton Article

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