What we know about celebrity endorsements

Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.

Celebrity endorsement, when used well, can be a powerful brand communications strategy and can bring benefits to brands. Social media is dramatically changing how brands think about campaigns with a move towards engaged experts and grassroots stars who can connect better through digital media channels.


Celebrity endorsement is the forming of a relationship between a brand and an influential individual who "fits" with the brand and whose personality resonates with the target consumer. The celebrity may endorse the brand in several ways including appearances in adverts, mentions in the press or on social media. Celebrities differ from other influencers...

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