Celebrity Branding

Insights on using celebrity brand ambassadors

Celebrity Branding


Jake Setlak and Kristin Hayward, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Secret, a deodorant brand owned by Procter & Gamble, created a social campaign to reduce bullying in US schools. The 'mean stinks' campaign used content and social media to explain the difference between normal 'teenage drama' and mean spirited bullying.

Simon Andrews, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Trekstock, a small UK cancer charity, increased donations and expanded engagement through celebrity endorsement on Twitter. The charity's founder persuaded two members of the boy band 'One Direction' to be ambassadors for the organisation via Twitter, with a dedicated hashtag.

Jose Aguilar, Luis Guillen and Victor Figueroa, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in Mexico by Koleston, a hair colour brand owned by Procter and Gamble, which used social media to target women. The campaign began with an unbranded emotional video in which a celebrity famous for her blonde hair explained how she was ready for a big change.

Case Study

The ARIA Awards
Gina Williams, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by the Australian Recording Industry Association (ARIA), a national industry association, which used an influencer-based social media campaign to promote its awards ceremony. There was mass awareness, but little credibility and declining viewership: The not-for-profit ARIA awards had a proud 27-year heritage, but needed a radical reinvention to get back into the hearts and minds of both the industry and the public.

Safak Erkol, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how ING Bank used social media, combined with TV ads, to engage consumers and increase sales in Turkey. A special loan offer was created, with TV ads declaring that the more people who tweeted on the dedicated hashtag, the lower the interest rate would be.

Saa Garibaldi and Megan Cook, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Gillette, the personal care brand, launched 'How Does He Shave?' in the US, a social strategy to coincide with the release of a Superman movie. This took the form of sparking a pop-culture debate in which celebrity 'super-geeks' engaged fans with their own Superman shaving theories.

Marily Argyri, Sophie Dufouleur and Michela Andrenacci, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Nestle, the nutrition company, to promote its FITNESS cereal brand in Greece, targeting women with a breast cancer-related health message. Following on from previous breast cancer campaigns, a celebrity was recruited to wear a bra that when unhooked Tweeted a message to remind women to self-examine for symptoms of breast cancer.

Steve Barton, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how COLLECTION, a UK cosmetics brand, created a new line of cosmetics with a British girl band, Little Mix, in order to attract younger people to the brand. The target group for this campaign was girls aged 7-16, which had a strong overlap with the band's following, many of whom followed them through social media.

Warc Prize for Social Strategy, Entrant, 2014
This case study illustrates how Cadbury Bournville, the confectionery company, repositioned its brand in India using social media. Understanding of the target youths aged 15-24 years, segmented by online behaviour, helped develop digital and content strategy.

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