Celebrity endorsements are a great way of attracting consumers towards the brand and creating mass awareness in the public. As consumers who are familiar with the celebrity will definitely try the brand and if they like it, they will pass on the message to other people. I believe few consumers judge the brand on the basis of celebrity endorsements. For instance, David Beckham used to endorse H&M and people related his personality to the brand. This made the image of the brand as it sells clothes for people in the 35+ age group and sales drop by youngsters. And now the brand has changed its celebrity endorser to revamp the image of the brand and attract the younger crowd.
To show the multi-dimension of the product, sometimes multiple celebrities endorse the same product or brand in a series of ad campaigns over time. This can sometimes act in favor of the brand’s image such as attract and cover all the different target audiences and help the advertisers to reduce the boredom of the ad. On the other hand, a single celebrity endorsing multiple brands can be a bit confusing for consumers sometimes. The celebrity carries on meanings from an advertisement to another, and multiple advertisements of different products affect those assigned meanings such that consumers perceive the celebrity to be less trustworthy, credible and less likable. From this it can be said that it is very essential that celebrity endorsing the product really believes in the product and affinity of it.In an age where everyone spends most of their day on social media, there’s no doubt that celebrities have an impact on our lives. For some people more and some less.
Celebrities use not only television to endorse products but they use their social media handles like Twitter, Instagram and Facebook to attract customers. Teenagers are the ones who get most attracted with celebrity endorsing on social media.Nowadays, celebrities have become so influential that they have created themselves as a brand and they have launched their own products. Like Kylie Cosmetics, it consists of make-up products that can be used by the woman around the world. This company has made Kylie as the self-made billionaire. Through this kind of promotion, it is suggested thereon that Jenner herself is a promotional commodity, as her own persona is so tightly linked with her product. Therefore, when people buy her products, they are aligning themselves with her and in turn, becoming promotional commodities to the Kylie Jenner range in their own right. In this case, people are buying the product because they follow Kylie and want to be like her. Even with some of the backlashes that she relaunched the same products with a different name, consumers are blind-folded and want to buy whatever she is selling. I believe, marketing on social media has a great influence on customers and celebrities use their handle to do that for their brands. They make a connection with customers and gain trust, which makes their followers buy the product. I believe, customers will keep on buying these products even if in the future the quality of the product deteriorates because they have trust in Kylie and want to become like her.
There are some brands that open a new product line dedicated to the celebrity. Like Nike has a separate high-end line of products named Jordan based of sportsmen Michael Jordon. Fans of Jordon will definitely buy products from Nike and consumers will relate the characteristics of Jordon with Nike. This gives a boost to both, brand and celebrity, and make customers follow them blindly.
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I, personally believe that this is a scheme of getting more customers on board by having an alliance with the celebrity, which creates a win-win situation for the company and celebrity. I believe that celebrity endorsements are an influential and valuable gizmo that magnifies the effect of a campaign but a warning that follows seriously; celebrities alone do not guarantee success nor does an amazing campaign or an innovative product. It is the combination of various factors like the price of the product and other important things that work together for the success of the product and influences consumers.
