Celebrity endorsement: Star value – Evaluating a celebrity's ROI

Steve Yi
Grey Group Korea

Steve Yi of Grey Group Korea outlines formulae for quantifying the risk-adjusted brand endorsement RoI for movie and sports stars using actor Will Smith " and Olympic skater Kim Yu-na as examples.


Maeil Dairy: its use of Kim Yu-na in its advertising is said to have increased sales by nearly 20%

In the new Age of Information, or Digital Age, or whatever we like to coin the brave new world where quantification of just about everything seems to be the trend, one area that still seems to avoid this is the area of celebrity selection. This is the one area where the reasoning behind the choices can range from the political: 'Our client's CEO likes that celebrity a lot.' To the overtly radical: 'This celebrity makes shock waves through his behaviour wherever he shows up.'