Brands – Page 2 – My Scratchpad

Today, aggressively the trend is changing and the rise of influencers is happening due to digitalisation. Brands use to believe a lot in celebrity endorsement but today because of social media everyone can become a celebrity on their own. Brands have started approaching media planners, bloggers, influencers, content creators, YouTubers and so on.

The younger generation is getting influenced more by them as they feel connectivity with these influencers as they can identify them according to their interests. Influencers can reach the audience in a more personal way through their social media accounts. Social media influencers are becoming more relatable than high-end celebrities.

Promoting and doing campaigns through influencers is less expensive than endorsing with celebrity. Using the correct voices with correct message at the correct time to promote the brand or products to get good reach and engagement is getting crucial for the brands. Today, social media is making the work of communicators easier than what it was earlier for the brands to do campaigns in a low budget.

Choosing the correct influencer can be helpful to reach millennials who can easily connect with the brand or product if it is linked correctly. Except for brand endorsements, public relations professionals are coming up with new creative ideas to engage with the target audience through influencers and bloggers by using social media. It helps the brands to promote themselves on various platforms and get organic engagements.

Sometimes the celebrity-endorsed campaigns cannot be helpful to brands as it fails to stand out between the other similar campaigns. Many times one celebrity is speaking for a lot of brands at a time due to which the audience fails to remember. In the crowded market, brands look for opportunities that help them stand out by doing things out of the box.

Social media campaigns done by brands with bloggers and influencers are creating engagement like smartphone brands are engaging with technology bloggers and influencers to talk about their brands and give them reviews. During a product or store launch bloggers, influencers and journalists are called to talk about it and post about it on their respective sites. It helps the brand to create more engagement and grabs more attention.

Brands need to respond correctly in this evolving time of media by creating authentic and engaging content to have brand power. Ultimately, communications are becoming more transparent and people know how particular products will fit in their lives.

The influence of ‘celebrity’ is growing in today’s society as celebrities are gaining power to generate interest in the minds of the consumers. Today, a lot of brands demand endorsement with actors or actresses, musicians or socialites to be part of their public relations campaigns. Brands believe that endorsing with celebrities will make their campaign ideas stick on the mind of the consumers as they follow them and try to do things which are shown in the campaign.

Celebrity endorsement helps brands to convince their target consumers because of their appeal. It helps the brand to get more publicity, visibility and gain media attention. Celebrities convey the message for the brand and get effective results. Endorsement creates a bridge and links the brand with celebrity as the society try to relate with them.

For example, the campaign done for the promotions of Uri: The Surgical Strike movie. Yami Gautam, Vicky Kaushal, and the team Uri did a brilliant attack on piracy that took the phrase “Iss baar ghar mein ghuske maarenge” to a different level. They uploaded a video on torrent sites with the full size of the movie. After downloading the file, users found cast of Uri talking to them and asking them to stop piracy. Thousands of illegal downloader’s were trapped. This whole activity went viral and was a great strategy for the movie. The anti-piracy efforts taken by the film was highly appreciated and thousands of memes were posted on social media platforms.

Celebrities can add value to public relations campaigns but should also be used with caution. It can work both in a positive and negative way for the brand. It is crucial to ensure that the message delivered through celebrity’s matches with the brand’s objective.

Tag: Brands

19. Celebrity Endorsement