What are the benefits of celebrity-based campaigns?


The use of celebrities in advertising varies enormously around the world. It's highest in Japan, Korea and China, where over 20 percent of TV ads feature celebrities, and lowest in Sweden, Denmark and Canada, where the proportion is under 5 percent. In both the U.K. and the U.S., the use of celebrities has increased since 2000.

There is no pattern of celebrity use by category, as this comparison of U.S. and U.K. data shows.

There is no consistent pattern by category on use of Celebrity in Ads – % of Total Ads

Celebrity-based campaigns can be very effective. In the U.K., Barclaycard used the popular comedian Rowan Atkinson in a highly successful campaign. It was hugely enjoyed and well recalled, and it communicated the intended messages. Barclaycard's share of new cardholders rose from 15 percent to 25 percent in five years.