These days, pop-up ads and commercials are so frequent andbecoming more ubiquitous than ever. People are exposed to adson the radio they listen to when driving, in the newspaper in the morning, on “NewsFeed” when they surf Facebook, and everywhere in between. With today’s highly focused advertising demands, many advertisersare using every opportunity to get their products and services noticed.Launching a celebrity-based campaign is not a new idea in marketing.
In fact,it is a best way for a brand to reach a targeted audience and a strategy thathighly influences the customer purchase decisions in the future. It is a formof advertising campaign which involves a celebrity using his/her fame to helppromote a product or service. This famous person might be an actor, musician,athlete, singer, or a politician who is familiar to the target audience.
One ofthe most successful celebrity-based campaigns is Michael Jordan for Nike. Thefamous basketball player, Michael Jordan, has endorsed Nike brand running shoessince 1985. His work with Nike turned him into a multinational icon andthe Air Jordan’s “Jumpman” logo became the heart of urban cool. Whetherthey admit it or not, people make judgements and form opinions about othersevery day. The halo effect theory describes the way people look at others. Itis a cognitive bias in which our overall impression of someone in one areainfluences how we view that person’s character. Essentially, a person’spositive physical attractiveness and qualities might be a good person. Forexample, people tend to view attractive individuals as more knowledgeable andintelligent.
Another common example is that people who are skilled in analyticsare assumed to have other similar qualities and skills such as criticalthinking or communication. Endorsementsare most effective when there is a potential synergy between the advertiser andits product and the celebrity. Using a celebrity in advertising is more likelyto positively affect consumers’ brand attitudes and opinions.
This theorycontends that an endorser who has an equivalent inspiration and connection withthe product is going to be able to connect better with consumers. By focusingon the familiarity between the celebrity and consumers, advertisers hope that consumerswill trust and relate to them, and thus absorb the message they are sending. Normally,consumers may have the attitude, “If a celebrity used that product, it must be goodenough to use.” When people see a familiarface in the ads, they assume that it must be a high-quality product becausethat is endorsed by a celebrity they trust.
By having a celebrity thatpeople do not see as different than themselves, consumers are more likely totrust him/her more because they feel that they have something in common withthem. It is a result of halo effect. Whatthe advertisers hope the consumers take away from the message is that theendorser is someone like them, and if the product works for the endorser, thenit should work for them as well. The brand willseem more trustworthy and reliable when the celebrity was to endorse.
As a result,people will associate more with the brand. For example, the Jordan’s signature shoeis connected to his talent, desire, and spirit. Jordan sneakers make peoplefeel special. Since Jordan Brand aims to capitalize on past success, peoplefeel like when they put the sneakers on, they are a part of history.
It’shistory that they can wear on their feet, and no other footwear has been ableto do that. It is Jordan’s talent level that makes him a worldwide icon. Thistalent alone sells a product. People might well like the brand because theylike Michael Jordan. But under that there is still a deeper emotionalconnection: Jordan is the greatest basketball player of all time, so maybe Nike’sAir Jordan Brand is the greatest brand too. Jordan is a global icon, and bybuying the product he endorses consumers feel that they can come that muchcloser to their hero.
In short, launching a celebrity-based campaign is one ofthe fastest and easiest ways for advertisers to develop brand loyalty. Anothercommunication situation that would help explain the history is the psychologyof social media. To be more specific, why we like, comment, and share online?