Celebrities must be relevant to increase brand engagement

Celebrity endorsement remains a valid approach for communicating to a wide audience, but research shows that for it to be effective, guidelines need to be followed.

Celebrities must be relevant to increase brand engagement

Damian Thompson

Earlier this year, MEC Media-Lab, Mediaedge:cia's (MEC) consumer insight and ROI division, launched The Face of the Brand, a 25-country study looking at the effectiveness of celebrity endorsement as a marketing tool. It showed that even though the use of celebrities within brand communication has reached saturation in some categories (with one in four ads featuring a famous name), there are clear, effective roles for celebrity endorsement when brand, celebrity and target audience are properly matched and a celebrity is used appropriately within brand communication.

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