a company's perspective on whether to use celebrity endorsement vs youtube endorsement
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The Pros and Cons of A Company's Perspective on whether to use Celebrity Endorsement vs Youtube EndorsementTRANSCRIPT
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Meet JOE
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Hmm!
Celebrity Endorsements
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Sexy Dancer Legs
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• Ensured Attention– PR coverage
– Higher degree of recall
15-20million $!
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• Rejuvenating a stagnant brand– Compensate for lack of innovative ideas.
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• Mass Appeal– Psychographic Connect
– Demographic Connect
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• CO-Creation
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Hmmmm.....
.
There are risks...
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• The vampire effect
What brand was she promoting again?
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• Mismatch between the celebrity
and the image of the brand
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• Multi brand endorsements by the same
celebrity would lead to overexposure
– Celebrities endorsing one brand and using
another (competitor)
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• Cost
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• The reputation of the celebrity may
derogate after he/she has endorsed the
product.
– Inconsistency in the professional popularity of
the celebrity
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In the end people always forget...
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So Does it Work?
4%
78% 18%
According to Adweek...
BUT
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Brand Awareness/Equity
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Hmm!
YouTube Celebrity Endorsements
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• Cost
–Promotional tactics
Contests
Promo Codes + Discounts
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• Specified Target audience
–More relatable and trusted by
consumers
New and starting companiesCompanies only selling online
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• Measurement of success
–Feedback
11, 038,984 Views!
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• Less Risk
–Can pull out without being noticed
–Can use multiple Youtube celebrities
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There are risks...• http://www.gurugossip.net/t394p175-bad-experience-with-products-gurus-rave-about
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• Youtube personalities must state that
the product was endorsed
Juicy Tuesday
Fowler Sisters
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• It stays on YouTube
Forever...
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So Does it Work?
55%
6% 39%
According to my own research...
BUT
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Increase Sales/ Gain new consumers to
try it out
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