Leonardo DiCaprio

Heather Fletcher is senior content editor with Target Marketing.

Luxury buyers are a special breed, so their marketing must be, too. Specialized print, websites and influencers they admire all speak to them in ways that, as a new case study on Brand United puts it, display ads can’t do.

Influencers brands need to know are ones who could help them with their marketing. But the others they must learn about are the ones who are so influential, they could damage their brands with a single post on social media. That’s why Digital Third Coast studied the latter and found 24 such influencers.

For as long as there have been celebrities, there have been companies paying them a pretty penny to endorse their products. A celebrity spokesperson can make an advertising campaign iconic (think Cindy Crawford and Pepsi), help a brand become relevant to a new generation (Lady Gaga and Polaroid), or—when done poorly—hurt a brand’s image. Remember The Situations’ unintended endorsement of Abercrombie & Fitch? With more brands forgoing traditional advertising media and turning their attention to social media ad spending, it’s no surprise that "Celebrity Tweet Endorsements" have become big business.

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