Celebrity Marketing
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THE FUTURE OF CELEBRITY MARKETING A Celebrity Intelligence report, in association with Econsultancy, on the new rules of celebrity engagement THE FUTURE OF CELEBRITY MARKETING A Celebrity Intelligence report, in association with Econsultancy, on the new rules of celebrity engagement Published June 2016 Celebrity Intelligence UK Celebrity Intelligence USA All rights reserved. No part of this publication may be 4th Floor, Wells Point 350 7th Avenue, Suite 307 reproduced or transmitted in any form or by any means, 79 Wells Street New York, NY 10001 electronic or mechanical, including photocopy, recording London W1T 3QN United States or any information storage and retrieval system, without United Kingdom prior permission in writing from the publisher. Telephone: Telephone: 1-800-680-5773 Copyright 2016 Centaur Communications Limited UK 020 7970 4299 Celebrity Intelligence is part of Centaur Media plc. http://celebrityintelligence.com Contents Executive Summary: Measuring ROI 1 Key Findings 7 p.4 p.30 2 Introduction 8 Challenges p.8 p.35 Definition of Celebrity Marketing 3 ‘Celebrity’ 9 Budgets p.10 p.38 What Does The Future The State of Hold? Three Key Celebrity Marketing 4 10 Trends p.13 p.41 The Rules of Conclusion 5 Engagement 11 p.15 p.44 Appendix: Key Trends 6 12 Respondent Profiles p.22 p.45 1. Executive Summary The definition of celebrity, as we know it, is changing. Thanks to the advent of social media and the subsequent rise of online influencers, a new generation of talent has emerged for traditional celebrities to compete with. Over the past year particularly, some impressive brand deals have been won by social media talent. This has undoubtedly changed the name of the celebrity endorsement game. Take for example major UK charity Comic Relief, which In light of the explosion of social media channels and traditionally works with, and is supported by, A-list rising prominence of social media talent, this Celebrity celebrities. Recently, the charity debuted its first YouTuber Intelligence report, produced in association with appeal with social media star Caspar Lee. He was sent Econsultancy, considers how the rules of celebrity to a health centre in Uganda for his 21st birthday, where engagement are shifting. It will look at how the definition he filmed a heartfelt plea to his 4 million-strong online of celebrity is evolving, and the challenges this is following, asking them to donate instead of sending creating for the industry, and investigate the new ways in gifts. The collaboration was a phenomenal success, and which brands and agencies are selecting and engaging not only did Lee raise $21,000 in a matter of hours, but celebrities to work with. Backed by independent online he’s since boosted the total amount raised to a massive research, the findings demonstrate the impact social $37,500. “The speedy success of this project proves just media is having on celebrity engagement and assess how how powerful the YouTube community can be as a force the future market is shaping up. for good. I’ve never been more proud to be a part of #TeamInternet,” Lee commented afterwards. But it’s not just social influencers that brands are working with online. For traditional celebrities, too, social media has become a defining factor within most brand collaboration opportunities, and they are increasingly needing to work hard at amassing an engaged online following to make them (just as) attractive online. So when fashion house Burberry wanted to reveal that British models Kate Moss and Cara Delevingne were the faces of its forthcoming fragrance campaign, it chose to make the big reveal via its Instagram profile. While no details of the fragrance were announced, the photo in itself, shot by Mario Testino, had immense impact, taking advantage of the models’ individual followings on Instagram. THE FUTURE OF CELEBRITY MARKETING 4 KEY FINDINGS INCLUDE: Experts interviewed for the report said they’d seen a % trend towards pop-up, or one-hit contracts, over the past 74 year or two. Just 9% of companies and 6% of agency of agency respondents are respondents said they are engaging celebrities as part actively working with celebrities of a long term contract. Celebrity marketing is a well-established practice. The survey findings show that 74% of agency respondents, and % 69% of companies (representative of in-house marketers 33 who responded to the survey), are currently working of agencies are investing between with celebrities. Additionally, two-thirds of agency and $15,000 and $75,000 in a one-off company respondents say their celebrity engagement strategies have been in place for five years or more. campaign Spend on a campaign specific contract can be significant, % with 54% of agency respondents spending anywhere 70 between $15,000 and $150,000. Additionally, a third say they are spending in the region of $15,000 to $75,000 on of companies are identifying and one campaign specifically. managing their celebrity contacts Additionally, 40% of agency respondents say they in-house, which is proving a time are spending 10-30% of their budget on celebrity consuming task engagement, and a further 14% are setting aside 30-50%. Around one quarter of companies are spending 10-30% of the marketing pot on celebrity engagement Survey respondents say that 70% of companies and 66% of agency respondents are identifying and managing their celebrity contacts in-house. Furthermore, 66% of company respondents, and 57% Traditional celebrities remain most of agencies, are relying on manual searches of social relevant, but social media talent is media platforms such as Twitter and Facebook to identify on the rise celebrities that are a good fit for their campaign. This is despite the fact that 66% of company respondents admit identifying the right celebrities to work with can be a hard, When it comes to considering upcoming endorsement time consuming task. opportunities, 50% of companies say film actors would still be most relevant. However, beyond this, the appetite for social talent is growing with 43% of company respondents and 46% of agencies claiming social media Campaign-specific talent would be most relevant to future projects they have contracts on the rise in the pipeline. To offer some context of how the land lies, 37% of Agencies particularly, are choosing to engage celebrities agencies have engaged with social stars, such as on a campaign-specific basis, rather than a year-long vloggers and Instagrammers, over the past 12 months, contract. This is true of 40% of the agencies questioned as have 28% of companies. and 22% of company respondents. A further 20% of companies and 17% of agencies are using celebrities for one-off promotions, such as a tweet or Instagram post. THE FUTURE OF CELEBRITY MARKETING 5 Social media promotion is top % priority for 79% of companies 73 because of the results delivered of companies say web-generated traffic is the best measure of When considering the role that celebrities play within success marketing brand strategies, social media promotion comes out on top, by a clear margin. A resounding 79% of company respondents and 75% of agencies say they are Traditional press cuttings and column inches have always currently working with celebrities in this context. been, and remain, an important measure of success within celebrity engagement. But beyond this, online and But not only is social media promotion a top priority, it social media metrics are rising in importance. Within the is also proving extremely effective. An impressive 100% survey findings, web-generated traffic emerges as the of agency respondents say it’s a strategy that is “highly second most important campaign measurement, with 73% effective” or “quite effective” for them, and 98% of of companies and 65% of agency respondents saying companies agree. this is something they track. Additionally, the number of content shares and volume of online mentions seem to be of equal importance, with approximately two-thirds of respondents gathering such data. 40% of agency respondents say celebrity marketing is “very effective” Attitudes towards the effectiveness of celebrity engagement are extremely positive within the survey findings. 40% of agency respondents say celebrity marketing is “very effective”, with an additional 53% believing it is “quite effective”. One quarter of company respondents echo this sentiment, with a further 58% saying it’s “quite effective” for them too. % Almost 50 of agencies say budgets will increase in the next 12 months A sizeable 49% of agencies and 39% of companies say budgets are going to “increase significantly” or “increase moderately” over the next year. THE FUTURE OF CELEBRITY MARKETING 6 CELEBRITY INTELLIGENCE IS THE ULTIMATE CELEBRITY ENGAGEMENT TOOL. Celebrity Intelligence is the most comprehensive and powerful online resource to assist with all your celebrity engagement needs. We are the industry’s only tool providing With Celebrity Intelligence, you can: celebrity contacts, in-depth celebrity profiles l Match the right celebrity to your brand and intelligence, celebrity events information or charity and a live Buzz Index of ‘who’s hot and who’s not’ all in one place. l Dress and gift celebrities on the red carpet l Set up celebrity interviews and plan features Covering film, TV, music, fashion, sport, and l more, we provide everything you need to know Get celebrity contact details to make intelligent decisions about which l Identify entertainment marketing celebrities to work with, when and why. opportunities Discover more at www.celebrityintelligence.com THE FUTURE OF CELEBRITY MARKETING 7 2. Introduction Celebrity marketing is a well-established practice. For years brands have tried their hardest to win the attention of well-known stars, in the hope that they will choose to front their campaigns and endorse their products. Celebrities have always held currency with the general public, having the necessary cut-through and unrivalled ability to sway opinion, and ultimately drive sales.