Japan in the bubble couldn't get enough of celebrity advertising. Certainly we still see the faces of Tommy Lee Jones, Brad Pitt, Cameron Diaz popping up regularly for a range of products, but more common is local Japanese talent now, flogging every product under the sun! Now China, certainly is following in the same foot-steps. I certainly see nothing wrong with using a celebrity to prop up your brand vlaue in the eye of the consumer, but it may be worthwhile to consider the following written in Campaign by Sarah Yana, director of client services, Y&R China.
5 things to take note of:
1 Celebs should believe in the brand and its message — pretty important people signed up and moved their schedules because they believed in Gap's message for the China launch. 'Let's Gap Together' was not your expected 'fashionista' message from a clothing brand but an invitation for two great cultures to cooperate, exchange and have fun together. Celebs promptly RSVPed.
2 Capture substance not just style — there has to be more than just a pretty face, does your chosen celebrity encompass the ideals and ethos of your brand? If not, there's a risk that consumers will not believe the endorsement. A great example? Coke's CNY ad featuring Liu Xiang a few months after the Beijing Olympics where he could not run due to an injury. Very personal and intimate, it rings true to the endorser, the spirit of CNY and reinforces Coke's image of positivity. When it doesn't work — a European car brand used a local comedian with a very down to earth image as an endorser. Although the celebrity is well-liked, he is not perceived to be aspirational by the brand's potential buyers.
3 Resist the usual — celebs no longer just come from movies and music — the internet has given rise to a new generation of popular and influential people who, in this digital age, are attracting millions of fans online. We featured two famous bloggers, Wang Momo and Julia Frakes, in the Gap campaign because we felt they easily carried more cache of credibility than the cookie-cutter celebutante.
4 The brand is the biggest celebrity — which should go without saying — but too often it's forgotten. Whoever you choose to endorse your brand or feature in a campaign, the brand remains the superstar.
5 The story must be able to stand alone without the celebrity — Celebrities amplify your story and can help you to make a bigger noise but they alone do not make a story. Make sure your idea is compelling in its own right.
