Celebrity Branding

Using celebrities in advertising

Celebrity Branding


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how a star Brazillian football player, Neymar Jr, worked with an ad agency to get people talking about racism in the sport.


Jay Chiat Strategic Excellence Awards, Best Communications/Engagement Strategy and Silver, 2014

This case study explains how Newcastle Brown Ale, the beer brand, applied its 'no bollocks' approach to advertising during the Super Bowl build-up in the US.


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how Toronto Football Club (TFC) used the signing of an English football star to drive interest in the team.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how China's ice cream market leader, Walls Cornetto, turned to mobile social channels to build brand appeal, preference and purchase frequency, and maintain its leadership position among 15-25 year olds.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Kia Motors Australia built deeper engagement with target consumers and improved perceptions around Kia's quality and innovation credentials through maximising the impact of its Australian Open Tennis sponsorship.


Vibha Gupta, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Coca-Cola, the drinks company, broke into the Indian at-home market by targeting mothers.


Andy Wilson , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how SingTel, the telecoms company, tackled its waning brand consideration scores with a grassroots campaign that focused on the passion that ordinary Singaporeans had for traditional street food.


Milo Chao and Catherine Talpey, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Adidas, the sportswear brand, launched its first-ever local campaign targeting Chinese women by focussing on 'sisterhood'.


Loren Bade , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Cebuana Lhuillier, a pawn broker and money remittance service, promoted its remittance service in the Philippines by focusing on the emotional reasons for sending money.

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