I\u2019m ashamed to say I\u2019m a sucker for celebrity endorsement. Put Jennifer Lawrence in a product and I\u2019m sold and while\u00a0Felix Baumgartner doesn\u2019t make me want to do a supersonic free fall, he does make me want to buy a Red Bull.<\/p>\n
Using a powerful personality to increase public awareness of a brand or campaign is a well-known method to add momentum and credibility. However, this assumption shouldn\u2019t be taken as gospel and celebrity ambassadors should be a carefully considered aspect of any PR plan.<\/p>\n
Here at Media House, we follow these top four rules for choosing the right personality and celebrity ambassador for any campaign:<\/p>\n
Ensure the celeb is fully in support of the cause or product. The celebrity\u2019s values must tie in with the ethos and values of what they have been asked to support.<\/p>\n
Joanna Lumley fighting for the rights of the Gurkhas to settle in the UK is a brilliant example of a celebrity forcing a Government to act. This was successful because she was 100 per cent behind the cause.<\/p>\n
The audience should always remember more about the product or cause than the celebrity<\/p><\/blockquote>\n
Once the appropriate person has been found, it\u2019s vitally important that the celebrity doesn\u2019t attract more attention than the campaign itself. The message that your ambassador presents to the public or target audience should be informative and considered. The audience should always remember more about the product or cause than the celebrity themselves.<\/p>\n
Young people are more influenced by celebrity culture than older generations, so give plenty of thought to the target audience and, if it\u2019s appropriate, choose the right personality to encourage support. Celebrity endorsements that are not well thought out don\u2019t work.<\/p>\n
In a world saturated in celebrity branding, creativity will help carry a message and create a talking point. Jamie Oliver\u2019s endorsement of Sainsbury\u2019s had such fantastic influence and longevity because he was the first to tie-in his own recipes and lifestyle into the supermarket\u2019s marketing campaign.<\/p>\n
The public bought into the carefully constructed image the collaboration portrayed \u2013 not just the celebrity. Stay ahead by looking not just at celebrities but at influencers who can deliver a message.<\/p>\n
Media House International has implemented many highly successful campaigns for clients over the years using celebrity ambassadors. Recent examples have included Kelly McDonald endorsing Glasgow Children\u2019s Hospital Charity\u2019s (formerly Yorkhill Children\u2019s Charity) Christmas appeal and Beth Tweddle launching The Dairy Council\u2019s healthy eating campaign<\/a>, as well as Nick Nairn launching the upcoming Scottish grouse shooting season on behalf of The Gift of Grouse<\/a> campaign.<\/p>\n","protected":false},"excerpt":{"rendered":"
I\u2019m ashamed to say I\u2019m a sucker for celebrity endorsement. Put Jennifer Lawrence in a product and I\u2019m sold and while\u00a0Felix Baumgartner doesn\u2019t make me want to do a supersonic…<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/mediahouseinternational.com\/wp-json\/wp\/v2\/posts\/133"}],"collection":[{"href":"https:\/\/mediahouseinternational.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediahouseinternational.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediahouseinternational.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/mediahouseinternational.com\/wp-json\/wp\/v2\/comments?post=133"}],"version-history":[{"count":6,"href":"https:\/\/mediahouseinternational.com\/wp-json\/wp\/v2\/posts\/133\/revisions"}],"predecessor-version":[{"id":564,"href":"https:\/\/mediahouseinternational.com\/wp-json\/wp\/v2\/posts\/133\/revisions\/564"}],"wp:attachment":[{"href":"https:\/\/mediahouseinternational.com\/wp-json\/wp\/v2\/media?parent=133"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediahouseinternational.com\/wp-json\/wp\/v2\/categories?post=133"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediahouseinternational.com\/wp-json\/wp\/v2\/tags?post=133"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}