YAB Member Reports: Selling Millennials on Celebrity Endorsement

Millennials have grown up as paparazzi culture has reached a fevered pitch. They are well used to tabloids and blogs touting celebrities as being "just like us!" while simultaneously looking for scandals and failings to broadcast to fans. For this generation, there is no mystery to their "idols," and as a result actually idolizing celebrities is a dying sentiment. Their unique experience with celebrity culture brings into question the effectiveness of traditional celebrity endorsement. How believable is a seal of approval from a celebrity when Millennials know more about their personalities and preferences than ever before? Add to this the fact that Millennials might just be the most media savvy generation to date, with full awareness of the machinery at work behind brands and their efforts to lure in consumers. They are a more critical audience, and to reach them, finding the right pairing of brand and celebrity is imperative. Today Youth Advisory Board member Maddie Flager is giving her first-hand Millennial perspective on when celebrity endorsement works and when it falls flat.

 

Selling Millennials on Celebrity Endorsement

There is a fine line between a well-placed celebrity endorsement and one that simply fails to connect. Here are two of the biggest factors Millennials use to judge celebrity-endorsement marketing.

1) Do the Celeb and Brand Personalities Match?

Perhaps the biggest factor in producing a successful celebrity ad campaign is choosing the right person: how well do the icon and the product fit together? Personally, I often find that the less an ad is outright about buying the product and instead features an idea, feeling or attitude that the product evokes the more I will pay attention to it.

Feels Right: Pepsi has matched celebrity with brand perfectly…

 
 
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Millennial News Feed

Quote of the Day: “My dream for the future is complete financial independence from parents and any others, and a very satisfying career that I enjoy (a high salary would be a plus, but not essential).” –Male, 25, PA

The pickup game could become a thing of the past. According to ESPN, playground basketball as we’ve known it is dying. Crime has pushed many urban kids off of outdoor sports spaces to indoor courts that can be controlled. Meanwhile, high school players who want a future in the sport are turning to organized leagues like the Amateur Athletic Union over yard games where “street cred” ruled over building skills to showcase for schools. (ESPN)

Let wants to be the “ultimate, coolest” social network for teens. The app was built on the concept that “Facebook is not for teenagers anymore” and that they are looking for a more positive, gamified experience. Let creates leaderboards to show the members who have amassed the most stars, the equivalent of a Like, and has recently gained members—reportedly doubling in size every two weeks—thanks to YouTube stars like Jake Boys joining and “bringing their followings with them.” (TechCrunch)

Are Millennial marriages in beta? A lot has been said about the generation’s delayed walk down the aisle and their rearrangement of traditional adult milestones. Now, a new study has found that even after they’ve walked down the aisle it might just be to test the waters: 43% of Millennials “would support a marriage model that involved a two-year trial,” and 33% would be open to licenses that require the “terms” to be renegotiated after a certain amount of time.  (Time)

Young consumers have made music streaming their clear preference, and it is currently the only area in the recorded music industry experiencing growth. Apps like Spotify, Pandora, and iHeart Radio are competing for their attention, and their loyalty. But an epic streaming battle could be about to begin: tech titans like Apple, Google, and Amazon are acquiring their own streaming tools in order to control the future of the music market. (Quartz)

Some are dubious as to whether social apps can create real media stars, but it can’t be denied that for young artists today the path to fame has diversified, and online followings can impact careers. Case in point: 15-year-old Vine star Shawn Mendes’ self-titled EP hit No. 1 on iTunes only 37 minutes after its release, thanks in part to his 2.9 million followers spreading a #ShawnToNumber1 hashtag. (Mashable)

Quote of the Day: “My dream for the future is to become an entrepreneur so I can become my own boss. I also want to become successful to help other people who are in need.” – Female, 23, CA

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