The impact of celebrity spokespeople on a brand's marketing is part of Fuse’s ongoing Youth Culture Insights Series to educate those who wish to speak more effectively to teens and young adults. The series includes information on media behavior, social media, design, web strategy, the future concerns of millennials, and other relevant topics for marketers trying to reach this demographic. For more white papers in this series, go to http://www.facebook.com/FuseLLC.

1. YOUTH CULTURE INSIGHTS SERIES
NOTE Fuse has developed an ongoing
Youth Culture Insights Series to
Myth
educate those who wish to speak Hire a popular celebrity spokesperson to promote or sell something, and teens will follow in droves,
more effectively to teens and young right? Not so fast. Many factors impact the relevance and positive impact a spokesperson has on
adults. The series includes perception and behavior, including credibility, relevance, appeal, trustworthiness and expertise.
information on media behavior, social Marketers often make the mistake of connecting their brand to the latest celebrity trendsetter without
media, design, web strategy, the ensuring that their spokesperson of choice naturally and seamlessly fits with the brand’s personality
future concerns of millennials, and and objectives. This, combined with the mistake of ignoring a multitude of influential factors outside of
other relevant topics for marketers paid endorsements, can lead to unfocused efforts and wasted marketing dollars.
trying to reach this demographic.
Truth
It’s true that celebrities can help build awareness of a product or brand at a rapid rate, but celebrity
ABOUT Founded in 1995, Fuse is a leading
youth culture marketing agency that
endorsements rarely affect the bottom line. A 2011 Harris Interactive Poll of teens 13-18 revealed that
FUSE connects brands with teens and
only 1-3% say that celebrity endorsements influence their purchase decisions. And once that initial
spokesperson-fueled luster wears off, other factors such as product quality and price begin to play a
young adults. Fuse provides brand
vital role in converting awareness to preference and purchase. In fact, when teens are identifying their
strategy, event marketing, PR,
favorite brands, decision-makers such as price, recommendations from friends, advertising, a brand’s
design, social media, and digital
website and third-party online reviews all significantly trump celebrity endorsements. The bottom line:
services to brands and companies
teens are savvy enough to rely upon multiple sources of information — and if they don’t like your
that include Mountain Dew,
product, it won’t sell.
Gatorade, Harley-Davidson, P&G,
Gillette, Nike, and others.
Again, celebrities do serve the purpose of attracting significant attention to a new product launch or
brand, but it’s critical to ensure the partnership is the right fit. When teens embrace a product
endorsed by a celebrity, it’s because they relate to them, aspire to be them and/or see them as a
credible and reliable source. Therefore, it’s important to tap celebrities that align with the target
FIND US ONLINE audience’s goals, aspirations, wants and needs. Failure to do so could alienate these teens from the
fusemarketing.com get-go.
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Implications for Brands
There is a place for celebrity endorsements within a marketing plan, but this tactic should be a small
FOLLOW US ON TWITTER piece of the bigger strategy. A brand’s ability to leverage a celebrity in their marketing efforts on-line, at
twitter.com/fuse_marketing live events, in broadcast media, and ultimately at retail will dictate success or failure.
EMAIL US AT A longer-term, multi-faceted approach is more likely to yield lasting relationships and results. Ultimately
info@fusemarketing.com
encouraging teens to try a product via tactics such as price incentives, product-focused advertising
and in-store demonstrations makes the experience more tangible, likely resulting in repeat use and
encouraging growth via word of mouth.
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