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

The article starts by asking whether there is any such thing as a sure-fire winner when choosing a celebrity to front a campaign.

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

Steve YiGrey 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands