Celebrities & endorsement

Brand

Country

1,666 results found

Sort by

What we know about celebrity endorsements

Article • WARC Best Practice, December 2018

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.

Unilever - Dove: 100 Colours

Case Study • SABRE Awards, Africa, Fashion & Beauty, Gold, 2019

Dove, a personal care brand, communicated its product offering by connecting with consumers' love of bold prints in South Africa.

BWL Agency: Homecoming

Case Study • SABRE Awards, Africa, Media, Arts, and Entertainment, Gold, 2019

The Homecoming Project, a platform for cultural exchange, launched in Nigeria and offered an opportunity for 3,000 of Nigeria’s diaspora to rediscover Nigeria.

Philips: #ShaveToRemember

Case Study • SABRE Awards, Africa, Digital Campaign, Gold, 2019

Philips, an electronics company, launched a mobile barbershop in partnership with the Nelson Mandela Foundation to give the famous Nelson Mandela line haircut to people in Johannesburg, symbolising Mandela's values in a divided world.

KFC: Make a Meal of It

Case Study • SABRE Awards, Africa, Social Media Campaign, Gold, 2019

KFC, a fast food restaurant brand, launched a TV campaign featuring a fake footballer taking a dramatic dive and rolling all the way to a KFC restaurant in South Africa to promote its brand during the FIFA World Cup.

National Social Security Fund (NSSF) Uganda : NSSF Friends With Benefits Image Campaign

Case Study • SABRE Awards, Africa, Corporate Image, Gold, 2019

The National Social Security Fund (NSSF), a quasi-government agency responsible for retirement funds, increased awareness of its benefits and reduced negative sentiment in East Africa by launching a reality TV show featuring its members.

Unilever, Nexxus: Making Nexxus Keraphix as a Platinum Power Player

Case Study • SABRE Awards, North America, Fashion & Beauty, Gold, 2019

Nexxus, the haircare brand, used influences to drive up momentum for its haircare product, which ultimately led to a 6% increase in POS growth in the US.

The Allstate Foundation: Purple Purse – Overshare the Invisible

Case Study • SABRE Awards, North America, Community Relations, Gold, 2019

The Allstate Foundation, a nonprofit, generated over 3.1 billion earned media impressions from its public awareness campaign in the US featuring Serena Williams.

TIAA: Recognizing 100 Difference Makers with $1M for A Better Tomorrow

Case Study • SABRE Awards, North America, Financial Services, Gold, 2019

TIAA, the insurance services company, generated media awareness in the US for its Difference Maker 100 program, enabling it to exceed all its KPIs.

Pacira Pharmaceuticals: Choices Matter – An In-Depth Analysis of the Opioid Epidemic and Overprescribing in America

Case Study • SABRE Awards, North America, Pharmaceutical: Rx, Gold, 2019

Pacira Pharmaceuticals, a pharmaceutical company, showed US women the dangers of opioids after surgery by launching national research and revealing the data findings via an advocacy event and microsite.

T-Mobile: Team of Experts (TEX)

Case Study • SABRE Awards, North America, Telecommunications, Gold, 2019

T-Mobile, the telecoms brand, changed it approach to customer care in the US which led to it being named number one in customer service satisfaction by Nielsen Mobile Insights.

Procter & Gamble: Clearblue Connected

Case Study • SABRE Awards, North America, Consumer Health, Gold, 2019

Clearblue, a pregnancy test brand, launched Clearblue Connected and delivered against its goal of helping to normalize the ovulation conversation, positioning Clearblue as a leader in ovulation testing in the US.

Target's Turnaround

Case Study • SABRE Awards, North America, Corporate Media Relations, Gold, 2019

Target, a retailer, secured growth over its competitors in the US by investing in its owned brands.

Patagonia & Levi Strauss & Co: Time to Vote

Case Study • SABRE Awards, North America, Retailers, Gold, 2019

Patagonia and Levi Strauss & Co, two clothing brands, launched a campaign across social media and print ads in the New York Times that encouraged US citizens to vote by enlisting the support of CEOs.

Procter & Gamble: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, North America, Corporate Social Responsibility, Gold, 2019

Always, the sanitary products brand, launched a campaign in the US and Canada to end period poverty among young girls, which resulted in 15 million pad donations.

Shell Rotella: It's a Bird…It's a Plane…It's the SuperTruck StarShip

Case Study • SABRE Awards, North America, Transportation & Logistics, Gold, 2019

Shell Rotella, a line of engine lubricants, used available technologies to drive substantial change in efficiency in the US.

Cadillac: Now That's a Cardiac

Case Study • SABRE Awards, North America, Company of the Year, Diamond, 2019

Cadillac, an automotive brand, promoted its new XT4 model in the US by launching a video commercial featuring hit comedians John Mulaney and Nick Kroll.

Pfizer: Terry Bradshaw Pitches A Different-Kind of Timeshare to Boomers To Learn More About Pneumococcal Pne

Case Study • SABRE Awards, North America, Marketing to Seniors, Gold, 2019

Pfizer, a pharmaceutical company, increased awareness of the vaccination against pneumococcal pneumonia for baby boomers in the US by launching a video campaign with football legend Terry Bradshaw.

Big Bazaar: The Wedding Home

Case Study • Jaiprakash Tekwani, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Retailer Big Bazaar used a multichannel approach to position itself as a player in the wedding market in India and boost sales, especially in the fashion and home sectors.

Belgium: Uniquely Phenomenal

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Belgium created a humorous multi-channel campaign to highlight the country's attractions and encourage European tourists to visit it.

Plastic Oceans International: The Trash Isles

Case Study • Rob Sellars, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Plastic Oceans International, a non-profit company, put the issue of plastic pollution in our oceans on the global agenda by turning a country-sized patch of trash into the world's 196th nation.

Stayfree: How pads bridged the gap from periods to progress

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, Abhishek Shastri, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Feminine care brand Stayfree used a multi-media campaign in India to completely redefine its audience and value proposition.

YouTube Go: The Data Shaman

Case Study • Isobel Dela Torre, Indra Permadi, WARC Awards, Shortlisted, Effective Content Strategy, 2019

YouTube, the video streaming service, used TV ads to overcome fears about data usage and increase numbers of users in rural Indonesia.

Inorbit Mall: Pink Power

Case Study • Toru Jhaveri, Sanchari Chakrabarty, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Inorbit Mall, a chain of malls in India, ran a social campaign in support of women entrepreneurs and their budding businesses.

Stayfree: Take Back Your Time

Case Study • Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Feminine care brand Stayfree adapted a value proposition in India to boost sales and redefine how women see sanitary pads.

Celebrities, macro-influencers, rising-star creators and micro-influencers: What brands need to know

Article • Tania Yuki, Admap Magazine, February 2019

Provides marketers with what they need to know about the significant scale of influencer engagement on social media.
How to maximise the power of brand assets

Article • Martin Guerrieria, WARC Exclusive, December 2018

Brands can make their assets work harder if they follow certain key rules – Martin Guerrieria, Global BrandZ Research Director at Kantar Millward Brown, explains their influence.
What we know about celebrity endorsements

Article • WARC Best Practice, December 2018

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.
How Skittles found its sweet spot at the 2018 Super Bowl

Article • Lucy Aitken, WARC Exclusive, July 2018

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.
Buy or nurture? Two approaches to using micro-influencers

Article • Brian Carruthers, Event Reports, Marketing Week Live, March 2018

Marketers are rethinking whether celebrity influencers are such a good way of using social media; the micro-influencer, however, with an existing relationship to the brand can provide a more fruitful opportunity.
Enhancing Brand Credibility Through Celebrity Endorsement: Trustworthiness Trumps Attractiveness and Expertise

Research Paper • Stephen W. Wang and Angeline Close Scheinbaum, Journal of Advertising Research, Vol. 58, No. 1, 2018, pp. 16-32

Building on source-credibility theory, the authors tested a structural model for advertisers and scholars to explain brand outcomes of celebrity endorsement.