Celebrity Branding

Using celebrities in advertising

Celebrity Branding


William Poskett and Enni-Kukka Tuomala, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Mattessons, the processed-meat products manufacturer, connected with UK teenagers using co-creation and social media, successfully changing its marketing model.


Carl Sarney, Institute of Practitioners in Advertising, Gold, Best International, IPA Effectiveness Awards, 2014

This case study demonstrates how the National Depression Initiative (NDI) in New Zealand used an online self-help tool to deliver medically significant improvements in depression sufferers and reduced costs for the Ministry of Health.


Jeremy Poole, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study explains how Premier Inn, the budget hotel chain in the UK, built its brand to expand its business despite a stagnant market.


Zhao Zhang, Tony O'Toole and Paul Simonet, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how Land Rover, the car manufacturer, took a new approach to marketing by focussing on shared experience and content for the launch of its Range Rover Sport model.


Saji Abraham, Varsha Chawda and Jane Dorsett, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Unilever's soap brand Lifebuoy used a hand hygiene message to save lives and increase sales in India.


Jeff Lush, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study explains how Aviva, the British insurance company, used a humorous approach featuring a well-known character comedian to offset the price-focused approach of price-comparison websites.


Anna Bleers, Matt Sundstrom, Kate Houghton, Elizabeth Brown and Larry Gies, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study shows how Lays, a snack brand owned by PepsiCo, adapted a global campaign for the US market to boost customer engagement and grab the attention of millennial consumers.


Anthony Harris and Tony Quinn, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Garnier Ultralift, the skin care product owned by L'Oréal, cut through scepticism about the cosmetic brands' scientific claims and increased sales.


Tom White, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes a campaign by Lays, the snack brand owned by PepsiCo, which was tested in the UK before rolling out across local markets, inviting people to participate by submitting new flavour ideas.

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