How Celebrity Endorsements Work

Source: www.mb.com.ph//how-celebrity-endorsements-work/#JxiI5SqmutvA7T5J.99

While many brands get celebrities to make a pitch for their products and
services, the message can’t be discounted in creating marketing magic.
“Celebrity endorsers can work in making the content viral (only) if there is a
coherent integration between the values and the personality of the endorser, and
the brand’s message,” said Pauline Fermin, managing Director of brand strategy
consultancy company, Acumen.
The interview was held at the launch of Brand Boot Camp 2015, a two- day
intensive, world-class learning experience on how to build strong brands set for Oct.
22 and 23 at the SMX Convention Center Taguig of SM Aura Premier.
Fermin, whose expertise encompasses 24 years in brand management and
marketing strategy development, explained further, “The task of the brand manager
is to make sure there is consistency among the target market’s likes and dislikes, the
brand, and the value of the endorser. There has to be linkage among those there. If
not, no matter how much you get the most expensive celebrity endorser, it will not
do anything.”
What does she make of AlDub being chosen to endorse a food chain? AlDub is
the popular love team of Alden Richards and Maine Mendoza that recently
commanded more that five million tweets.
“There is that kilig element present in the phenomenon that is AlDub. When
we talk about banding, it is akin to building relationships. The kilig element is
universal. Everybody could relate to it. That’s what AlDub represents,” Fermin said.
But like in many relationships, there could be heartbreak in branding if
promises are broken.
Chiqui Lara, another renowned advertising lady, said, “As in any relationship,
consistency is important in marketing. So, at some point, if your (star) behavior is
inconsistent (with the message of the brand), this will lead (the customers) to doubt.”
Asked about male celebrities endorsing products meant for women, Lara said
it’s about strategy and “perspective.”
“When you employ or tap a well-known or the most gwapo celebrity to
endorse something that you are selling to women, it is like saying, these men
approve of it. In turn, it creates a new awareness (for the brand),” she said.

Questions:
1. What makes celebrity endorsement clique for a company? Explain
2. AlDub love team created a phenomenon in Philippine television. Do you think
it’s the main reason for their many endorsement products lately? Discuss.
3. What else aside from existing product advertisements will the AlDub love team
works? Explain.