Monday, 10 August 2015

Celebrity Endorsement/ Brand Ambassadors.


Hello Reader,

I am excited today because its Monday and I get to share my views with like minds and also receive feedback.
Today, I'm writing about Celebrity Endorsement.

Celebrity endorsement is a form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Some celebrity product endorsements are such natural fits that we have a hard time envisioning the product without the celebrity’s face smiling next to it. Think of  Michael Jordan and Nike   
In recent times, with the advent of social media, celebrity endorsements aren't done based on the fit with the brand, but with their social follower-ship. Not to ridicule Olympia milk, but I don't see a brand fit between one of the Psquare brothers and a dairy product, I am sure they were trying to match what Loya did with Don Jazzy, I don't see the brand fit there either, but I hope it reflected in their KPI. 
Celebrity endorsements deliver on brand equity, ad resonance, and it has the ability to make people feel that by using a product a celebrity has endorsed, they can attain "super-star" status. 
Telcos in Nigeria have multiple brand ambassadors and it gets confusing. These brand ambassadors even switch from one telco to the other.

The downside of celebrity endorsement is that celebrity images change. For example, Toke Makinwa was a brand ambassador for Maggi. I didn't see the fit, however, she is referred to as Tokstarr and Maggi has a star logo- Not good enough but... she also has a huge female follower-ship on social media. Recently, she had a public break up with her husband, this is not so good for the brand. She's a frequent patroniser of sushi bars in Lagos, nothing about her depicts her as someone who has a passion for cooking or any of that.

Kemi Adetiba would have been a perfect fit for the brand, although single, she shows off her culinary skills on instagram. She has a passion for home made food and loves to cook. They both have a huge follower-ship of females, but the latter fits perfectly with the brand.



I love Knors' new brand ambassadors. It is a perfect fit. it addresses both the young and old generation. The brand will be perceived as one that is being passed on from generation to generation. 




What are your thoughts on Celebrity Endorsement/Brand Ambassadors in Nigeria? Do we get it right?
Please drop your comments below and share with your friends. 

Regards,

Joko.
Posted by at
Labels:

6 comments:

  1. Adebayo Adelabu10 August 2015 at 16:32

    Another good one. Keep them coming.

    ReplyDelete
  2. Unknown11 August 2015 at 15:13

    Joko nice one

    ReplyDelete
  3. Abimbola11 August 2015 at 19:32

    Interesting! I reckon with the fact that most Nigerian endorsement deals are lacking in brand fit. Most ambassadors do not resonate with the brand's essence. Lovely post.

    ReplyDelete
  4. Unknown12 August 2015 at 10:02

    Couldn't have expressed it better. Celebrity endorsements in Nigeria are beginning to loose essence. The criteria for selecting a particular celebrity as a brand ambassador shows a misplacement of priority on the part of the so called brands. No wonder they claim not to see a reflection of the marketing communication technique on sales, because the mechanics of deployment is messed up. Smart advertising is the way to go for Nigerian Advertisers.

    ReplyDelete
  5. Unknown14 August 2015 at 20:32

    I generally don't like brand ambassadors

    ReplyDelete
  6. LamBA18 August 2015 at 14:53

    Hello Joko,
    I work in media/digital communication space as well. I think you're blog is great. Although you can do better with pictures insertions in posts and general out look as well.

    Now about this endorsement, I personally don't think any celebrity can influence my buying behavior. Maybe clothes sha. The telecos have totally spoilt it, it wen from celebrity endorsement to a competition btw them. Not forgetting that the lack of fit sometimes is due to 'padi-padi'.

    ReplyDelete

Subscribe to: Post Comments (Atom)

Monday, 10 August 2015

Celebrity Endorsement/ Brand Ambassadors.


Hello Reader,

I am excited today because its Monday and I get to share my views with like minds and also receive feedback.
Today, I'm writing about Celebrity Endorsement.

Celebrity endorsement is a form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Some celebrity product endorsements are such natural fits that we have a hard time envisioning the product without the celebrity’s face smiling next to it. Think of  Michael Jordan and Nike   
In recent times, with the advent of social media, celebrity endorsements aren't done based on the fit with the brand, but with their social follower-ship. Not to ridicule Olympia milk, but I don't see a brand fit between one of the Psquare brothers and a dairy product, I am sure they were trying to match what Loya did with Don Jazzy, I don't see the brand fit there either, but I hope it reflected in their KPI. 
Celebrity endorsements deliver on brand equity, ad resonance, and it has the ability to make people feel that by using a product a celebrity has endorsed, they can attain "super-star" status. 
Telcos in Nigeria have multiple brand ambassadors and it gets confusing. These brand ambassadors even switch from one telco to the other.

The downside of celebrity endorsement is that celebrity images change. For example, Toke Makinwa was a brand ambassador for Maggi. I didn't see the fit, however, she is referred to as Tokstarr and Maggi has a star logo- Not good enough but... she also has a huge female follower-ship on social media. Recently, she had a public break up with her husband, this is not so good for the brand. She's a frequent patroniser of sushi bars in Lagos, nothing about her depicts her as someone who has a passion for cooking or any of that.

Kemi Adetiba would have been a perfect fit for the brand, although single, she shows off her culinary skills on instagram. She has a passion for home made food and loves to cook. They both have a huge follower-ship of females, but the latter fits perfectly with the brand.



I love Knors' new brand ambassadors. It is a perfect fit. it addresses both the young and old generation. The brand will be perceived as one that is being passed on from generation to generation. 




What are your thoughts on Celebrity Endorsement/Brand Ambassadors in Nigeria? Do we get it right?
Please drop your comments below and share with your friends. 

Regards,

Joko.
Posted by at
Labels:

6 comments:

  1. Adebayo Adelabu10 August 2015 at 16:32

    Another good one. Keep them coming.

    ReplyDelete
  2. Unknown11 August 2015 at 15:13

    Joko nice one

    ReplyDelete
  3. Abimbola11 August 2015 at 19:32

    Interesting! I reckon with the fact that most Nigerian endorsement deals are lacking in brand fit. Most ambassadors do not resonate with the brand's essence. Lovely post.

    ReplyDelete
  4. Unknown12 August 2015 at 10:02

    Couldn't have expressed it better. Celebrity endorsements in Nigeria are beginning to loose essence. The criteria for selecting a particular celebrity as a brand ambassador shows a misplacement of priority on the part of the so called brands. No wonder they claim not to see a reflection of the marketing communication technique on sales, because the mechanics of deployment is messed up. Smart advertising is the way to go for Nigerian Advertisers.

    ReplyDelete
  5. Unknown14 August 2015 at 20:32

    I generally don't like brand ambassadors

    ReplyDelete
  6. LamBA18 August 2015 at 14:53

    Hello Joko,
    I work in media/digital communication space as well. I think you're blog is great. Although you can do better with pictures insertions in posts and general out look as well.

    Now about this endorsement, I personally don't think any celebrity can influence my buying behavior. Maybe clothes sha. The telecos have totally spoilt it, it wen from celebrity endorsement to a competition btw them. Not forgetting that the lack of fit sometimes is due to 'padi-padi'.

    ReplyDelete

Subscribe to: Post Comments (Atom)