Celebs as media? There are many ways to promote your brand with celebrity endorsements... the latest to hit the scene is Twitter. Not only is it a great way to kick-start the conversation online, but it also allows you to measure ROI, like you would on any paid advertising, by tracking new discussions prompted by the campaign.
There is evidence that celebrity endorsements work. The Journal of Advertising Research published a study that found that sales for products endorsed by athletes go up by an average of 4%. A study by The Nielsen Company indicates that those who respond to celebrity endorsers on social media are far more likely to follow and respond to brands on social media.
But be aware of the rules of transparency that must be obeyed. The FTC requires celebrities, experts or anyone endorsing a product to clearly indicate they are affiliated with the company they are endorsing. On Twitter, for example, the FTC insists that endorsements must contain words like "ad" or "spon" to indicate to consumers that the tweet was paid for.
The practice is an interesting way to integrate social media, video and paid display advertising online to launch a new product. Learn more in this video interview with Arnie Gullov-Singh, CEO of Adly.
Dan Shulman-Means | Broadcast Intern
Imaginative, interesting, inspiring, observational and even scientific, Everynone's Symmetry struck a chord with a deep and creative look into the simplicity and balance of virtually everything.
Opposites: actions and reactions, karma, or whatever you want to call it. Displaying questions rather than answers. In the end, there's something to be learned from Symmetry.
Present-day technology has allowed us to create social networks, find answers faster than ever, shop, play games, watch re-runs of Alf, and listen to any musical genre conveniently from our homes and on our mobile gadgets. Even though there's an end to every fad, product, fashion etc., what's happening in between? How are we evolving to the changing environment? And how did consumers' wants or needs change alongside it? What are brands doing to be that opposite — or are they creating balance?
There is no right or wrong. Whichever side you choose, it's different for each of us — whether you're peanut butter or jelly, consumer or creator. Are you creating a reaction to people around you? If so, how and what are you leaving behind? Start taking action and maybe you'll get the reaction you hope for.
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Everynone is a filmmaking team compromised of Will Hoffman, Daniel Mercadante and Julius Metoyer III from New York.
Alon Burgin | Art Director