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…

 
 

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day:  “Young and Hungry are short 30 minute shows, so I can watch it on my lunch breaks at work. I like the humor and the characters. The story line is easy to follow. It's an easy show to binge watch.”—Female, 20, WS

Following Gatorade’s lead, Under Armour has added their own sponsored game to Snapchat. By swiping up on the brand’s 10-second ad, users can play “It Comes From Below,” an “endless runner” game featuring NFL star Cam Newton dodging obstacles like trees and wolves. The game also allows players to snap and send their scores to friends, along with a prompt to play themselves. Under Armour hopes to reach the 14-22-year-old high school and college athletes using the platform. (Adweek)

Coach is scrapping its mobile app to focus on chat instead. Deeming the app “no longer viable,” the luxury brand is shifting from convincing young consumers to come to their platform to going to where they already are, as part of their “ongoing comeback plan.” The new interactive Coachmoji iMessage keyboard can be used to create sharable mood boards depicting themes from their Spring 2017 collection. In the two weeks since the keyboard’s launch, daily engagement has reportedly already surpassed their former app. (Glossy)

The Obama administration is trying new and aggressive approaches to get young adults to sign up for health insurance. Less than 30% of the 13 million people who have signed up for coverage under the Affordable Care Act so far have been 18-34-year-olds—a group critical to the law’s success. To reach uninsured under-35-year-olds, the administration plans to advertise on video platform Twitch, and social networks like Facebook, Snapchat, and Tumblr. The campaign will revolve around the hashtag #HeavyAdulting and focus on medical issues most relevant to the group, like reproductive health. (The Wall Street Journal)

Family-friendly brands are creating content for Mattel’s updated View-Master toy. The Littlstar Family app—which can be uploaded on to an Apple or Android and then used along with Mattel’s virtual reality and 360-degree capable View-Master—will feature an extensive library of content from National Geographic, Disney, Bento Box Entertainment and Discovery Channel. Focused on immersive, Mattel also plans to launch a VR Batman experience for the toy this fall(Kidscreen

General Motors is going after experience-hungry young consumers who would rather share a car than own one. Their new start-up brand Maven offers a car sharing service that can paid for by the hour or day (no membership fee) and will be “rolling out city-by-city.” To market the new service, the brand sought out “local experts and connoisseurs” to tell stories that will “bring new cities to life.” An additional Maven service that will offer rides to airports will also be launched soon. (Ad Age)  

Quote of the Day: "My favorite show is New Girl  because it makes me feel like I'm hanging out with my friends. It's so funny, relatable, and relaxed. It's also convenient to watch for free on the Fox website.”—Female, 20, IL

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies