Celebrity & Influencer
Integrations
Here’s the the steps we take in strategizing and executing celebrity & influencer integrations for our clients
Initial Discovery
Initial discovery to learn about client’s marketing strategy. This includes brand positioning, target audience, strategic messaging and more. Obtaining a complete understanding of a brand’s marketing strategy will set the stage for integration partners, along with conversion goals.
Identify best-fit partners
Identify best-fit influencers/celebrities based on marketing objectives. We take on the heavy lifting of identifying appropriate influencers/celebrities for campaigns that match the client’s exact needs. This includes identifying the right personality and tone for the brand, as well as their audience. We make sure that influencer/celebrity fits with the overall strategy and has a proven track record of delivering conversions.
Negotiations
Negotiate and contract with celebrity/influencer partners. This is an essential step in ensuring the campaign results are positive for both the brand and endorsement partner. We work with our clients to make each partnership a win-win agreement. This includes ensuring that each influencer/celebrity is compensated in a fair and honest way, while upholding ethical standards.
Planning and Execution
Plan and execute the campaign. We take the ideas outlined during the discovery phase and work with the client and influencer/celebrity to execute the strategy as envisioned. Each campaign is custom-tailored to the brand/endorser and we work directly with them to ensure accuracy with execution.
Analyze Results
Measure and review campaign results. After each campaign, we compile data to measure the success of each partnership. This will include impressions, comments, likes, followers and other metrics that define a campaign’s success. We use this information to improve future campaigns and build on the successes of past ones.
Before we dive in, it’s worth noting that there is a difference between ‘influencer marketing’ and ‘celebrity endorsement’
Influencer marketing is a marketing technique where brands utilize ‘word-of-mouth’ marketing strategies to build up their image and keep their brand top-of-mind amongst consumers. For example, if a beauty brand launches an influencer campaign where a dozen beauty influencers promote the brand’s eye liner over the course of two weeks, consumers that see several of those promotions will have the product top-of-mind and become more likely to purchase the product.
“Celebrity endorsements are a bit different. While brands hope influencers will speak positively on a product,
celebrity endorsements are campaigns where celebrities really get behind a product and vouch for it on a personal level.”
Oftentimes, effective celebrity endorsements are hard to land if you do not sell a superior product. In order for a celebrity endorsement to succeed, the celebrity must have personal accounts of how they reap the true benefits your product provides, and be able to justify why they feel as if your product outperforms the competition. Endorsements of this nature are beneficial, because they attract consumers who idolize the individual or individuals endorsing the product. However, they can often be sensitive. Celebrity endorsements should be mutually beneficial. While brand’s wish to drive more sales from these endorsements, it is important for both parties to decide if the endorsement is the right fit.
If both parties feel that the celebrity's audience might not
be able to benefit from the brand’s products and be
satisfied with the investment they make, it’s best to stay
away to avoid damage to the brand image of both parties.
If both parties feel that the celebrity's audience might not be able to benefit from the brand’s products and be satisfied with the investment they make, it’s best to stay away to avoid damage to the brand image of both parties.
Our marketing team has worked with dozens of brands to eliminate the gray area between influencer marketing and celebrity endorsements. Combining both strategies has led to better conversion rates, increased positivity in viewer engagement, and mutually beneficial campaign experiences for both the brand and promoter.
