Celebrity Endorsement

Positive, neutral or negative impact?

Celebrity endorsement has been the predominant advertising tool for the luxury industry for decades. Its success as a strategy varies, depending on the campaign message, the creative execution itself and the perceived authenticity of the celebrity endorsement (e.g. any values mismatch with the advertised brand).

We can analyse campaign effectiveness and help you assess the relevance of global campaigns for the Australian & New Zealand markets by measuring:

• Correct brand recall %
• Campaign message resonance (overpowered by celebrity?)
• Association – perceived values vs. desired brand values (affected by the celebrity’s current image and standing)
• Pilot testing of global campaigns