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...