Celebrity Branding

Using celebrities in advertising

Celebrity Branding


Graham Alvarez, Matt Walters and Jill Cummins, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study explains how The Smith's Snackfood Company repositioned its 'Thinly Cut' chip brand in Australia to save it from deletion, by communicating a 'healthy' message in a humourous way.


Case Studies on Warc, Warc 100, 2014

This campaign aimed to promote McDonald's in Hong Kong during Chinese New Year.


Case Studies on Warc, Warc 100, 2014

This campaign aimed to get Brazilian consumers to favour their cards over using cash, by highlighting the cards' attributes of being comparatively modern, convenient and safe.


Stephen Whiteside, Event Reports, Social Media World Forum, May 2014

This event report discusses how Office Depot has employed content marketing in the US to add an emotional component to what can be a low-interest category.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Macy's, the US department store chain, built an emotional connection with families during the holiday season by creating a character that appealed to families, to overcome sales stagnation.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Deutsche Telekom, the German telecommunications company, made a co-created movie with people across Europe to improve brand metrics and increase market share in Germany.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes the launch of the Gillette Fusion Gamer, the latest iteration of the shaving brand's long-term campaign to encourage Indian men to shave more frequently.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes a campaign by AT&T, the telecommunications network, which improved brand metrics with a message of simplicity and ads featuring children talking about its products.


Effie Worldwide, Gold, North America Effies 2014

This case study explains how Procter & Gamble, the multinational consumer goods company, partnered with Walgreens, the US retailer, and the People's Choice Awards to increase sales of P&G beauty products and improve Walgreens' positioning.

WARC RECOMMENDS


ADMAP

Celebrity endorsement

Celebrity endorsement focus in the Sep 2012 issue


BEST PRACTICE

How to use celebrity in brand building

Practical tips, reminders and examples


ARTICLE FOCUS

Socialise the endorsement

How to activate an endorsement on social media


CASE STUDY

Walkers: Sandwich

Cannes winner uses stars in an unusual setting