Will Your Next Celebrity Endorsement Fail?
Celebrity campaigns and endorsements are high-risk, high-reward. Use Spotted to avoid choosing the wrong celebrity partners, which can waste budget and alienate your consumers.
Celebrities are largely selected for campaigns or partnership for short-sighted reasons like a senior executive having an affinity for the celebrity or because the celebrity has a high number of social followers.
Knowing how crucial it’s become to select the right celebrity partners, Spotted applies robust data, research, and strategic insight to this process, helping brands identify the celebrities who display the strongest brand alignment and are least likely to put the brand at risk.
Are you considering every detail when selecting a celebrity partner?
Consumer ApprovalHow do consumers feel about the celebrity in terms of Recognition, Trustworthiness, Over-Exposure, Authenticity, and Personality Type?
Personality MatchDo consumers believe the celebrity embodies the personality and values of my brand?
Risk AssessmentHow recently has the celebrity created risk? How likely are they to create risk? How likely are they to recover from risk?
Audience MatchHow does my audience overlap with the celebrity's audience in terms of age, gender, household income, and geographic location?
CelebScoreHow relevant is the celebrity to consumers as compared to more than 16,000 celebrities globally?
MomentumWhich established celebrities are seeing a lot of momentum? Who are the up-and-coming celebrities seeing a lot of momentum right now?
Brands take serious precautions to ensure brand safety and adhere to brand guidelines, but the same rigor is not taken for celebrity partnerships.
By not using data and research to select the right celebrity partners for campaigns and endorsement, brands are putting themselves at risk by either: 1) confusing or alienating consumers 2) damaging well-tailored brand image. And usually it’s both.
Spotted is aggregating celebrity endorsement data on some of the world’s largest brands across industries, including Retail, Footwear, CPG, Automotive, Financial Services, Pharmaceutical, and Fashion.
Spotted is a diamond-studded version of the usual data-research firm.