The Boost or Bust Factor of Celebrity Endorsement
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Transcript of The Boost or Bust Factor of Celebrity Endorsement
By: Mark Sampang Valerie Fry
Boost FactorAdds personality to the productInstant glitzGlamourCharmSex-AppealAspiration for the consumer
Boost FactorEx) Fern Britton – Ryvita’s Minis and
Crispbreads / Bikini Fit Challenge. Promoted healthy eating, exercise, and
weight loss Well-known, well-liked, great sense of
humorCandid, open, honest, respected by
Ryvita's target market
Bust FactorNegative Media:
Ex) Gastric band operation to help her lose weight two years earlier
Result: Loss of credibility and trustRyvita was still supportive
Bust FactorEx) Sharon Stone – Dior
Negative Media:Ex) Interview stated she believed China's
earthquake was “karma” for the way they have treated Tibet
Result: Dior pulled all ads in China featuring her
How to Choose a Celebrity for Your Brand?
Personal story fits the brandCredibleBelievableNatural to the productConnects with consumersCreates aspiration
Ex) Melanie Brown– with lingerie manufacturer Ultimo She got herself back into shape after having her second
babyGenuine aspiration for Ultimo's consumers
How to Choose a Celebrity for Your Brand?
Ex) P Diddy – Sean John Unforgivable with Estée LauderCredibilityAspirationalSexyGlamorousAchieved top sales position when launched
Why do brands put themselves at risk if celebrity lifestyles are scrutinized and exposed in the
media?
Any Questions?
Work Cited http://www.independent.co.uk/news/media/the-boost-or-bust-factor-of-celebrity-endorsement-89001
0.html (Article)
http://www.independent.co.uk/news/media/the-boost-or-bust-factor-of-celebrity-endorsement-890010.html?action=Popup (Fern Britton Pic)
http://shanghaiist.com/assets_c/2009/09/sharon_stone-thumb-306x450-437870.jpg (Sharon Stone Pic)
http://www.youtube.com/watch?v=Vc3BlOTFfiQ (Sharon Stone Dior) http://www.zimbio.com/pictures/edZShjWHmYA/
Melanie+Brown+Catching+Flight+Heathrow+Airport/1VXjhjqWO4p/Melanie+Brown (Melanie Brown Pic)
http://amythibodeau.files.wordpress.com/2007/10/unforgivable_woman.jpg (P Diddy Pic) http://www.youtube.com/watch?v=EzUpy4MMNho (Unforgivable Ad)