Celebrity Branding

Using celebrities in advertising

Celebrity Branding


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Australian charity, Cancer Council NSW, executed a breast cancer campaign with no budget or government funding.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how US Turner Network Television generated interest in the third season premiere of Dallas.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Australian men's fashion designers MJ Bale created awareness and sales amidst the established tailors market by emphasising the provenance and quality of its materials.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the Nashville Convention and Visitors Corporation in the USA changed the image of the city from one solely associated with country music to one with a much broader remit.


Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2015

This case study describes how Swedish company Volvo Trucks set out to maximise awareness of its new range of trucks.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how ABTO (Brazilian Association of Organ Transplantation) set about increasing organ donations and reversing the negative feelings surrounding the issue.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how French charity, the Alliance for Cancer Research (APREC), raised its profile and boosted the number of new donors.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Kellogg's branded snack Pringles exploited one of the top US sporting events to drive sales in Walmart and increase brand affinity.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how the small, US direct car insurance brand Esurance overcame low awareness and big media spending competition by giving away $1.

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