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RESEARCH
• The customer is one of the most credible Depending on which celebrity or influencer is used, it ANALYSIS
advertising faces, since they generally show that can be controlled which specific target group is TRENDS
they are genuinely convinced of the brand. addressed. In the mentioned case, sports and
Basketball enthusiasts respectively. While social media
• Many companies are now even using their influencers are more likely to win over younger
employees as their new advertising face, known as audiences, the older generation trusts in familiar faces
the colleague, who convey credibility and from the show business. But besides the age criteria,
authenticity. selections can be based on other reasons, too.
What most people agree on is that celebrities providing Social media influencers in particular have very specific
testimonials for products, so-called ‘celebrimonials’, target groups. In general, it can be said that the
attract attention, which justifies the high costs they characteristics of the influencers can be transferred one
usually create for advertisers. Consumers assume that to one to those of their followers. Hence, the choice of
the product must be really good and delivers what’s the celebrity is crucial for the success of the advertising
promised, if a celebrity promotes it. Many consumers, campaign.
especially younger ones, buy the product just to
emulate the celebrity or to feel at least a bit like the The body care brand Dove, for instance, came up with
star. However, a downside could be that a campaign an extraordinary path when choosing their testimonials
with a celebrity can make big waves and become a big that’s worth to mention in this context. True to Dove’s
scandal, too. belief that in addition to the skin, the beauty of a person
is complex, too, therefore choosing their testimonials
Anyway, consumers recall products easier if they solely based on their personal life story, which the
associate it with a celebrity. In other words, the applicants sent to the company in advance - before
recognition value of advertising with a celebrity is they came to the studio. Dove had no information about
significantly higher. The reputation that precedes the body measurements, skin and hair color. This approach
celebrity is automatically transferred to the advertised seemed to fit the brand image perfectly, so the
product (image transfer): e.g., if a Michael Jordan, advertising campaign was a complete success and the
Kobe Bryant, or LeBron James advertise Nike shoes, support of a celebrity was superfluous. ◊
they seem credible to customers who connect the
sporty look of the influencer with the shoes besides By Daniela La Marca
feeding them the belief of being able to achieve similar
goals as the Baskeball stars.
13 April 2020: Social Commerce & Influencer Marketing: social shopping as the future of