How using celebrity experts can enhance your brand image and reach.
The rise of the internet and social media has paved the way for a new type of expert. Bloggers, vloggers and the Instafamous, have influence and reach that no marketer can ignore…
Consumers are bombarded with advertising on a daily basis. As a result, audiences have become almost immune to advertising and companies are having to work harder to stand out.
Companies will go to all sorts of lengths to get their name trending. Pepsi took over a busy London bus shelter and transformed one of the glass panels into a 3D video experience which instantly got people talking worldwide. While Disney pledged to donate $5 to the Make a Wish Foundation for every picture posted on Instagram of someone wearing Mickey Mouse ears, with the hashtag #ShareYourEars.
The new ‘expert’
If these radical strategies aren’t for you, another proven method is using experts, or celebrities to endorse your brand or product. Whilst this tactic is not new, there are some changes. First, the idea of an expert isn’t necessarily someone who has committed their life to the subject. Rather, it is anyone who has a strong affiliation with, or history of working, in that industry.
Similarly, popular culture has shifted the parameters of celebrity. Many bloggers, vloggers and Instagramers have become famous for sharing what they’re passionate about, be it fashion, fitness, food or gaming. With masses of followers, their influence and reach is paramount.
However, this is not just limited to targeting Millennials! Nadiya Hussain rose to fame after winning The Great British Bake Off in 2015. Since then she has book deals, writes a column for The Times Magazine, presents on various television shows and even baked a cake for the Queen’s 90th birthday. She has become a symbol of everyday multicultural Britain and is much sought-after as a result.
Maximise your video impact
It’s no secret that audiences are tired of being sold to. Attaching an expert or personality with relevance to your brand can draw new audiences to your brand. They’re more likely to trust you and consider buying from you. Not only do you benefit from the expert influence in his or her field; but often they will have a strong online presence and social media following which will create an even bigger impact for your video.
We have worked on numerous branded content video campaigns with Hillarys, bringing expert advice from a range of designers and TV personalities. Check out the video below featuring interior designer Abigail Ahern, who shares her signature look and interior design styling tips.
Oliver Heath – branded content video
Sophie Robinson – branded content video
Charlotte Beevor – branded content video blog