Should be celebrities promoting products
We've probably all seen them before, whether on television, in magazines or on large posters: advertising with celebrities. Research in the advertising industry has shown that advertising in which a celebrity participates can keep a product or brand in the minds of the audience longer. And that's not all: People prefer to buy the products for which a prominent face has advertised than another, equivalent product. This has been proven by the result of a study with more than 1000 participants from Germany.
This study showed that advertising with a celebrity has a positive impact on customer buying behavior. But the reach among buyers could not be increased equally by every single celebrity in advertising. The well-known YouTube star Le Floyd, for example, advertises the Techniker health insurance company. After a test phase of one month, the range of buyers even went down, if only by one percent. With the advertisement for the Pantene Pro V hair shampoo, which the presenter of RTL, Nazan Eckes, uses as an advertising face, the result was even more frightening: Here the range fell by as much as twelve percent. The result that the otherwise popular singer Helene Fischer achieved at Tchibo was similar: Here, the customer range fell by seven percent. However, after the commercial, many fans of the hit icon increasingly bought Tchibo products. This shows that there are several factors that determine whether or not an advertisement with celebrities is successful.
Celebrities in advertising need harmony and credibility
A particularly important factor is whether the advertising face is believable to the audience. A third of those questioned in the study found the participating stars credible. This was particularly the case in advertising for cars and cosmetics. Experts then found that offers that involve a high social risk, such as clothing, jewelry and fashion, with prominent models are particularly dependent on the credibility of communication. If a single celebrity advertises a large number of different products or if the star's reputation deteriorates in general due to the media, the credibility of the advertising also decreases massively.
Another important criterion is that the brand and the celebrity who is advertising have to go together. Celebrities who on the one hand represent the same values as the brand and on the other hand are very well known and popular in the respective target group of the product or brand work particularly well. Experts also draw the conclusion that the prominent advertiser always advertises himself first and not for the respective brand. So if he doesn't fit the brand, then the advertising with his face isn't credible either.
Advertising with celebrities doesn't work for everyone
Advertising with a familiar face does not work equally well for everyone. The aforementioned study also found that celebrity advertising audiences can be divided into five categories. These are:
- a real fan of the star. These account for an increase of over eight percent in the range of buyers.
- a sympathizer of the star. This ensures a two percent increase in customer reach.
- an indifferent observer. He knows the celebrity, but has no particularly positive feelings for him. However, the increase is still three percent in terms of buyer reach.
- the person who doesn't know the celebrity. These people in the audience even ensure that the reach of the buyer drops by three percentage points.
- the person who knows the celebrity but doesn't like him. Here the range of buyers drops by two percent.
Here it becomes clear what really makes an advertisement with a celebrity successful. It is important that the stars involved are popular and known to many people. Only specialists and niche segments can rely on exceptional people and faces only known in the industry.
Advertising celebrities need to be carefully selected
Companies that would like to use a celebrity for their advertising purposes should therefore think carefully beforehand which celebrity they will choose. The brand's image is specifically controlled by which significant and well-known people can embody the brand's values in the long term.
In the gaming sector in particular, people rely heavily on world-famous, extremely successful stars. Since “money and success” should of course always subtly resonate in the area of sports betting and casinos. The best examples are, for example, Oliver Kahn as an advertising partner of the bookmaker Tipico or Cristiano Ronaldo as a brand ambassador for Pokerstars. There is an even larger collection of prominent brand ambassadors in the gaming space on this page. It is always astonishing which familiar faces gambling companies employ for their advertising campaigns.
Suitable brand ambassadors can specifically support the characteristics of a personality that are desirable for the respective brand - provided that they have been selected with the necessary sensitivity. A brand image can also be reissued and shaped with a new testimonial. The effectiveness of such an advertising campaign, however, seems to be extraordinarily high, because otherwise companies would not always fall back on this form of advertising, quite apart from the fact that such collaborations, especially with world-famous stars, can quickly cost several million euros.
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