Celebrity Branding

Using celebrities in advertising

Celebrity Branding


Joseph Smeaton and Jason Lonsdale, Account Planning Group - (Australia), Best presentation, Creative Strategy Awards 2014

With this campaign, OPSM tackled the important issue of children's vision by taking the optometrist's room into the homes of Australian families, creating a storybook that can determine if a child has an issue with his or her vision.


Sarah McDonald and Karl Bates, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Universities Australia, an organisation representing universities, used a social and digital campaign to build support for its federal funding.


Bijal Pathak and Spencer Moody, Warc Prize for Innovation, Entrant, 2014

This case study describes how fast-food company KFC Arabia capitalised on the hunger pangs of a TV star to create a significant increase in footfall throughout the region.


M. Nafeezul Bari, Toffael Rashid, Laura Amin and Neamul Islam Maleque, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how major Bangladeshi mobile telecommunications company Robi Axiata found a way to inspire national unity through the creation of the world's largest human flag, leading to an increase in sales.


Marina von der Heyde and Mariano Pasik, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how the Argentine Ad Council (Consejo Publicitario Argentino - CPA) created the first national campaign in Argentina to address the problem of bullying, and placed the issue on the national agenda.


Álvaro Gutiérrez, Warc Prize for Innovation, Entrant, 2014

This case study describes how Spanish non-profit organisation Ecovidrio increased the amount of glass recycling by young people in AndaluciĀ­a, Spain.


Bijal Pathak, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

The case study describes how fast-food brand KFC leveraged rivalry between Cristiano Ronaldo and Lionel Messi football fans in the Middle East to drive social conversations and steer away from negativity.


Sailesh Wadhwa, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how deodorant brand Rexona for Women built brand engagement in Malaysia and increased deodorant usage by encouraging women to run in support of shelter homes for underprivileged children.


Geoffrey Precourt, Event Reports, ARF Industry Leader Forum, October 2014

This event report focuses on efforts by Macy's, the department-store chain, to reflect the changing face – and shape – of female consumers in America.

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