Question

Topic: Advertising/PR

Results From Celebrity Spokesperson Campaign

Posted by Anonymous on 500 Points
I am in search of examples in which consumer product companies have experienced a sales spike as a result of a celebrity spokesperson PR campaign. This would need to be an ongoing type of campaign as opposed to a one-time initiative.
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RESPONSES

  • Posted by mgoodman on Accepted
    A lot of the information you seek is confidential to the companies and agencies directly involved ... for obvious reasons. I've been involved with several celebrity spokesperson campaigns, and some are more effective than others. There are some general observations about what seems to work best and what doesn't work so well, but you're probably not going to get good information for anything recent.

    The one place you might want to research is the company that reports Q-scores for celebrities. They have some good case studies ... though they're trying to sell their service, not just promote the concept of celebrity spokespersons. (I can't remember the name of the company, but you should be able to find it with a Google search for "q-score" or "celebrity q-score."

    The one thing I do remember from the various experiences I've had is that the two most important determinants of success are (1) the basic product/brand benefit promise, and (2) the relevance and believability of the celebrity.

    Everything else is secondary, after those two. Of course, you'll need to calculate the value of a celebrity before you can make an intelligent decision regarding what you're willing to pay. Highly believable celebrities, and those who are immediately recognized, often come with a higher price tag.

    No easy answers.
  • Posted by mgoodman on Accepted
    Here's the link to the Q-Score company's website:

    http://www.qscores.com/

    Lots of information there that should prove helpful to you.

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