Business 101: Celebrity Influencer Marketing
How Brands Hire Celebrities For Their Biggest Win
Celebrity Influencer Marketing is not a new idea in marketing – celebrity endorsements sell products. The theory about that is pretty simple – people idolize celebrities, so when famous people come in advertisements promoting a particular product, the audience, their followers on social media are prompted to buy that product. (Image Credit/Pixabay)
For a brand, in particular, being featured on a celebrity social media account offers both brand appeal and massive exposure. The recognizability and likeness of the celebrities allow them to reach to audiences that are not only diverse but also enormous. For example, let’s talk about Selena Gomez, her 148 million followers eclipse Japan’s population. Isn’t that crazy?
From Stella Artois’ to Amazon, brands of all types are hiring the globe’s most notable stars on social media to reach and appeal to millions. Here we’ll analyse the top two celebrity influencer marketing examples.
Stella Artois Cause Marketing Initiative With Mindy Kaling
Mindy Kaling famous for her role in the NBC sitcom The Office – has now made a new name for herself as a celebrity influencer. Along with acting in various TV shows and movies like The Mindy Project, Late Night, Ocean’s 8, she uses social media to connect with her fans – and now brands too.
Mindy has 3.9 million followers on Instagram who love checking out all the new updates and Chef videos she shares on the platform. Kaling recently partnered with alcohol brand Stella Artois for its ongoing cause marketing campaign #PourItForward. The campaign aids water.org in ensuring access to clean water for someone in need by selling limited edition Stella Artois’ chalices. The profit of each limited edition chalice sold means one person has access to clean water for 5 years. This celebrity hire by Stella Artois was a good idea to promote their brand’s cause and get more people to contribute to it.
In the caption, Mindy introduces the campaign with the statement, ‘Each Limited Edition Chalice sold helps provide 5 years of access to clean water for someone in the developing world. So… purchase a chalice you guys!! I mean, why not? And now through World Water Day on Friday every time you use #PourItForward on social, Stella will help Water.org provide an additional year of clean water.’. Mindy also holds a chalice in the photo, giving her followers a sense of its appearance. Mindy’s gesture allows the fans to see the product they’ll receive upon the purchase.
Results: With over 52,846 likes and 356 comments the post’s reach is of particular note.
Amazon Teams Up With Reality TV Star Khloe Kardashian
The entire Kardashian family has social media, fame and engaging content in their DNA. As a celebrity influencer and a member of Keeping Up With The Kardashians, Khloe Kardashian has been able to entertain her fans, experience personal growth, and even further monetise her funds.
She boasts 91. 2 million Instagram followers and actively posts pictures on her social media accounts. Last year, the majority of her photos focused on pre-pregnancy, post-pregnancy and her relationship with Tristan Thompson. Talking about celebrity influencer marketing, Khloe partnered with Amazon to highlight her baby registry options and various maternity products available.
After she broke the news about her pregnancy on KUWK, Amazon partnered with her to help her prepare for the subsequent baby shower. In her sponsored Instagram posts, Khloe explains how overwhelming she feels while preparing her baby registry, and also thanks Amazon for providing all the supplies she needs in one place.
It was Amazon’s smartest decision to collaborate with Khloe in its specific content, which was compounded by the nature of her sponsored content. Both posts from Khloe’s baby shower allows the brand to advertise a singular class of products – baby supplies. Instead of advertising Amazon as a whole, the posts specifically focus on how Amazon products assisted Kardashian during her pregnancy.
Also, her sponsored posts back then in 2018 were culminated by a clear CTA (call to action) when she mentioned “Check out my registry at the link in my bio,” which lead to Amazon’s web page where fans could shop her registry. The clear CTA and subsequent link drove product purchases on Amazon and also the website visits.
Results: Till date, the two posts have amassed more than 5.7 million likes and 22,000 comments with an impressive engagement rate.
It’s clear that brands who partner with celebrities will gain massive exposure that they may otherwise would not have captured.