Celebrities are only as good as their fans for brands. While Beyoncé may be the queen of Instagram, notably marketing her self-titled album on the platform, she did so for her own brand. Rihanna, on the other hand, was a huge endorsement win for Jeep. The explanation about this and the secret of how to pick the best celebrities for brands are included in a recent announcement by the NPD Group, a Port Washington, N.Y.-based market research firm.
“A celebrity is considered to be a strong endorsement opportunity for a brand if the fans of that celebrity are at least 50 percent more likely to use the brand,” reads the Jan. 13 press release about the “BrandLink” database. “The endorsement score shown below reflects the relative marketability of big-name celebrities, based on the total number of brands for whom they would be a strong endorser. Rihanna’s index score of 367 means that she has almost 3.7 times as many strong brand endorsement opportunities as the average big-name celebrity.”
Beyoncé’s 2013 achievement was impressive.
“Within 12 hours, 1.2 million tweets were posted about ‘Beyoncé’ and within the first 24 hours, more than 430,000 albums had sold for $15.99 on iTunes,” chronicles Inc.
But Rihanna plays up the brands endorsing her. Here’s a Jeep in her “We Ride” video. Here she is in a photo linking off of her site, wearing Stance socks.
And her fans pay attention.
Funny they bring up a Rihanna listeners/Jeep correlation cause I actually want a Jeep. https://t.co/VJ7EQXk54o
— Faith (@OhioOhMy) January 15, 2016
I neeeeeeeeed Rihanna socks
— ❁ ❁ ❁ ❁ (@FlwrPwr_) January 22, 2016
Perhaps that’s why Rihanna just got a $25 million sponsorship deal with Samsung for her “Anti” album and tour. The album dropped on Wednesday on the streaming music app Tidal, which she part owns, and the tour begins in February.
“The deal is bad news for marketers, said one source, noting that few have pockets deep enough to afford such multi-million dollar global tie-ups,” writes the New York Post in October 2015. “ ‘No-one wants to have $25 million deals in the marketplace,’ said a source. But event sponsorship is a huge growth area. IEG notes that spending in the space will rise 5 percent in 2015 to $1.4 billion.”
“When segmenting Kevin’s fans by lifestyle, the following attributes stand out: Core audience is 18- to 34-year-old urban, multicultural trendsetters; urban trendsetters account for nearly one-third of the spending across critical influencer categories [and] account for $90 billion in annual discretionary spending across key consumer categories, such as entertainment, technology and fashion; [and they’re] 60.3 percent female and 39.4 percent male.
“A partnership with Kevin Hart offers a 360-degree, integrated branded approach to marketing plans,” continues Hart’s description, “that reinforces any campaign message using film, online, mobile and events that are unique only to Kevin Hart, whose audience mirrors the population of urban America. Kevin’s point of differentiation is that he appeals to a diverse culture and with his pulse on ‘what’s next,’ he's able to provide brands a return on their investment.”
What do marketers think of the celebrity/brand study? How useful are celebrity sponsorships?
Please respond in the comments section below.
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