As a brand, you need to get the word out about your products and services. Paid ads and content marketing are great ways to do that, but they don't pack as much of a punch as you might want. You need to hit the ground running, and that's where celebrity brand ambassadors come in.
They aren't cheap, but a solid celebrity ambassador has the power to make your brand a household name. Unlike social media influencers, these ambassadors have serious star power that can put your brand in front of more potential customers in just hours.
As effective as celebrity brand ambassadorships can be, they're fraught with pitfalls. In this guide, we'll explore how these ambassador arrangements work, share ROI-boosting trends and help you avoid common faux pas.
What Are Celebrity Brand Ambassadors?
Celebrities are famous for their roles in entertainment, sports, and other high-profile professions. It probably won't shock you to learn that a bulk of their income actually comes from brand partnerships and endorsements.
Brand ambassadorships are different from typical endorsements. Most endorsements are one-and-done arrangements for a single event or commercial. Ambassadorships, on the other hand, tend to be long term. If you've ever seen Oprah and Valerie Bertinelli's Weight Watchers commercials, you've witnessed ambassadorship in action.
This arrangement typically involves the celebrity endorsing the brand through various forms of media, including commercials, social media posts, and public appearances. The celebrity helps you with multiple tasks, including:
• Brand representation: The ambassador is the embodiment of your brand. They are your values and image, which is why it's so important to choose an ambassador who projects what you want to say to your customers.
• Audience Engagement: Celebrities help you reach specific demographics more effectively because of their existing follower base and public reach.
• Marketing: The ambassador markets your product through their personal or professional networks, quickly giving you a lot of airtime.
Three Upcoming Trends in Celebrity Ambassadorships
Celebrity ambassadors might seem like an outdated public relations strategy, but this is a more established form of influencer marketing. Ambassador strategies are constantly evolving, so take advantage of these upcoming trends to make the most of celebrity ambassador deals.
1. Personal Connection
Shoppers are pretty cynical. They doubt that Carrie Underwood really uses your face cream every night, even if she claims it in a social media post. The best way to get traction with a celebrity ambassador is to forge a personal connection. Find famous folks who already use your products and love them. Audiences will be more likely to appreciate that the celeb actually uses your product, lending more credence to their claims as an ambassador.
2. Digital Media
TV commercials can get pricey, and attribution is tricky. If you need to see a return on your PR budget, ask the celebrity to partner with you on digital content instead. Platforms like YouTube, Instagram, and TikTok allow celebs to engage more directly with their audiences, giving you a more interactive communication channel.
3. Cross-Industry Collaborations
Who saw Snoop's collaboration with Martha Stewart coming? McDonald's also does cross-industry collaborations by co-creating special celebrity meals. More celebrities engage in cross-industry collaborations, where they endorse and even co-create products. The partnership needs to make sense, though, so this is a fine line—partner with a celebrity that your existing audience already follows and supports.
Avoiding Common Ambassadorship Missteps
As much as celebrity ambassadors can grow your brand, this strategy isn't for the faint of heart. Avoid these common pitfalls to see a better return on your investment.
1. Picking Any Celebrity
You might think partnering with a big-name celebrity like the Kardashians would be a slam dunk, but that isn't always the case. The most important thing is to partner with an ambassador who makes sense for your brand, campaign, or product. The last thing you want to do is partner with an irrelevant celebrity who will make your audience say, "Huh?"
It's also critical to do a background check on the celebrity. Scrutinize past social media posts, public statements, and any potentially controversial behavior that contradicts your values. This person will become the face of your company, so pick someone you trust to get results.
2. Forgoing a Contract
Handshake agreements won't cut it, especially when working with a celebrity. Clear, specific contracts prevent misunderstandings and protect you if something goes wrong. These contracts should cover the scope of work, expectations for behavior (both online and offline), terms of exclusivity, payment terms, and contingencies for managing crises or scandals. It isn't sexy, but working with your legal team on this ensures nothing will (hopefully) come back to bite you with such a high-profile deal.
3. Ignoring Public Reactions
You're partnering with this brand ambassador to get closer to your shoppers. But what if shoppers don't like the celebrity or your brand? Or worse, your collaboration goes viral for all the wrong reasons?
Rely on social media listening tools and an experienced PR team to assess audience reactions. If they demand change, pivot fast to avoid lasting brand damage. In some cases, making a quick change could earn the respect of your followers, so don't overlook the power of staying informed.
Celebrity Star Power to the Rescue
The allure of star power is undeniable, but you have to approach celebrity brand ambassadorships carefully. Aligning your brand with the right ambassador who embodies your brand can help you harness its influence and see big gains in the market.
It isn't without its challenges, so take a proactive approach to protect yourself in any celebrity collaboration. Ultimately, the goal is to create a symbiotic relationship that enriches your brand and resonates authentically with your audience, turning casual viewers into loyal customers.
Uncommon Knowledge
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
