Influencer and celebrity endorsements, sponsorships and partnerships
Millennials are arguably the most powerful market trendsetters. These digital opinion-formers have built up strong online platforms, organically earning themselves a loyal and engaged following. They are often more powerful influencers than the most widely read media outlets. Similarly, a credible celebrity partnership can wield instant, high level publicity for your brand. Done well, and in line with the individual’s personal brand and values, it can generate strong media and public interest, and with that, often unrivalled brand visibility. Examples are:
Bloggers and vloggers
Publish Lab set up targeted collaborations with with top ranking bloggers, vloggers and TV personalities for the ‘Give Up Binning Food Instead’ campaign. These included editorial and film contributions from some of the UK’s most influential and trusted names in food and lifestyle.
Corporates and celebrities
When Openreach joined up with charity, I CAN to help build children’s communications skills, it needed a boost to give their first campaign maximum publicity in a very short period of time. Atomic Kitten star and mum, Natasha Hamilton, launched the Wall of Words project, generating instant and widespread national coverage. The second campaign was partnered with singer, mum and Dancing on Ice winner, Suzanne Shaw, which resulted in further national coverage, creative photoshoot, and a live studio interview on Sky News.
Charities and celebrities
When this children’s welfare charity launched Britain’s biggest campaign to collect ‘Hundreds and Thousands of Childhood Memories’ from the nation in a bid to to build a picture of what a good childhood should look like, it was clear it would need the driving force of a popular public figure to gain national appeal. Mum, singer and model Sophie Ellis-Bextor became the face of the campaign. She was captured by celebrity photographer, Rankin, bathing in a tonne of hundreds and thousands, resulting in mass coverage in national and global media. To maintain momentum a few months later, a second partnership was secured with Corrie actress Debra Stephenson, leading to her special guest appearance on ITV’s Loose Women to promote the campaign.
Brands and brand ambassadors
When a cow’s milk brand wanted to change perceptions and educate the public about dairy intolerances, it was clear that the messaging could be quite complex. To bring the ‘Welcome Back to Milk’ to life, they partnered with a celebrity who had gone through a dairy intolerance misdiagnosis and could share their real and credible story. Rugby star Danny Cipriani was that person, and hot out of the Six Nations, had excellent media currency. A stylised photoshoot and film resulted in an exclusive feature in the Mail Online, followed by widespread national coverage.
Birds Eye launched their new ‘100%’ campaign to reassure mums that all fish and meat used in their products were pure. Fronted by Myleene Klass, the campaign gnerated instant mass mainstream appeal and the images from creative photoshoot were used across print, online and social and a dozen magazines were selected to meet her for interviews.
When German high end GPS brand, Becker, entered the UK market it wanted to make a splash within the right demographic. A partnership was secured with model Jodie Kidd’s star-studded charity golf day event held at the luxurious Celtic Manor. The golf course was peppered in Becker branding and Jodie Kidd talked about the sponsorship during her speech at the Gala Dinner, filmed by Sky Sports.