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: “It wouldn’t be Thanksgiving without some family drama.” –Male, 23, MA

The Butterball Turkey Talk-Line has found their anthem, and it’s a Millennial hit. The brand has famously helped home cooks with their turkey efforts for 30 years, allowing anyone to call to get their bird questions answered. This year, the Butterball Twitter account is filled with references to Drake’s “Hotline Bling” and its viral video. Sample parody lyrics: "'You always call me on my landline, from the kitchen when you need my help." #TalkLineBling #HotlineBling’” (Digiday)

Though Black Friday mania is still high, there is a burgeoning backlash to the day, and according to Ypulse’s holiday shopping survey, 68% of 13-33-year-olds support companies that close their retail locations that day. E-tailer Everlane did shut down their site for two Black Fridays in protest of the commerce chaos, but this year the site will instead donate all its Black Friday profits to its factory workers to create a wellness program that includes free groceries, English lessons, and health care. The brand hopes to raise $100,000 in their Black Friday Fund. (Racked)

Millennials are growing up, and for many that means they’re starting to host their own Thanksgiving dinners—and they aren’t necessarily following every tradition. A Yahoo Food survey found that 44% of 18-34-year-olds say they’ll be serving ham instead of the traditional turkey, 10% are adding a meatless entrée to their feast, and Millennials are twice as a likely not to serve cranberry sauce, but more likely to deep fry or smoke their turkeys. (Washington Post)

It’s a struggle for a brand that only gets attention once a year, and Stove Top is ready for a stuffing revolution to reverse their fate. The brand has introduced a new campaign starring an “Artisanal Hipster Pilgrim,” a Millennial character who is out to convince everyone to eat stuffing all the time with lines like “I’m sorry, I just thought you might like to enjoy delicious things all the time instead of one day a year. My mistake.” The effort includes four comedic online videos and a hipster pilgrim Instagram. (Adweek)

Since more are hosting their own turkey day gatherings, Millennials are also spending more on Thanksgiving, with an Allrecipe survey reporting that 42% plan to spend more this year than they did in 2014. Vice president of consumer and brand strategy at Allrecipes explains, “’(Millennials) are more likely to be buying more artisan, local-crafted products. They pride themselves on being tastemakers and trendsetters.’” Millennials are also more likely to have multiple Thanksgiving dinners to attend…perhaps including a Friendsgiving or two. (Time)

Quote of the Day: “It wouldn’t be Thanksgiving without my cousins' annoying kids running in front of the TV.” –Male, 30, MA

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