Back in the day; or five minutes ago, companies and brands utilized celebrity status to boost the visibility and loyalty of their consumer products. Hollywood A-listers were being pimped out to companies like Hugo Boss, Chanel, Louis Vuitton and endless other luxury brands out there. Hollywood B-listers were grunting more accessible consumer goods – check out Richard Simmons for Telus, the guy from the hit show 24 for State Farm Insurance, William Shatner in … pretty much anything.
Today, our social and cultural landscape has changed, and so have the influencers of our respective global society. People subscribe to cable less and YouTube, Instagram, Facebook, Tumblr Snapchat and Vine more. As a result, our view of celebrity and those who influence our tastes and our preferences has changed.
Companies today, are receptive to the change and have been for the past few years. Much successful collaboration between bloggers, social media stars and viral stars has really gotten us thinking about where to put our money and how it would best bring back the results we seek.
Companies like AT&T and Clean & Clear have really transformed the idea of how to utilize celebrity to create a following.
Clean & Clear recently paired up with a famous Transgender Teen for #seetherealme , where they have successfully expanded their consumer based to not just young girls but to all genders and all preferences across the board. Since the launch of their campaign, Clean & Clear has boosted their visibility by 2.4 million views.
AT&T launched a Snapchat web series with five Snaplebrities called #Snapperhero. The first ever scripted show on Snapchat. Later AT&T launched its first Youtube reality show called @Summerbreak that got them 60 million views, and 30 million social engagements.
These are just a couple of the many companies that have picked up on the trends that give them an edge in the market of the present.