THE POWER OF CELEBRITY ENDORSEMENT IN BRAND BUILDING

I wake up to my alarm in the morning after I’ve snoozed it for fifteen minutes. I get up, brush my teeth and go to my closet. I pick up my favorite Calvin Klein boxers, and before slipping on my pants, I snap a few mirror pictures with my phone. I put on the rest of my clothes and rush to the train station. Luckily, I make it in time. While I’m sitting in the train I go through the pictures I took, select the best one, choose a moody, faded filter and publish it on my Instagram account with a hashtag #mycalvins. Throughout the day I check how many likes and comments I’ve gotten and I am happy about the positive feedback. I feel like I’m part of something big.

Great — and even controversial — advertisement campaigns have fascinated me since I was a kid. When social media really hit us all, the campaigns have gotten more and more clever. My favorite one must be Calvin Klein’s #mycalvins -campaign that got everyone talking when famous Canadian pop artist — Justin Bieber — starred as their face for the first time in the beginning of 2015.

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PHOTO FROM HERE // Picture credit: Mert Alas & Marcus Piggott, Calvin Kelin photoshoot 2015

According to a study by Astrid Keel and Natan Nataraajan (Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding) from Auburn University, celebrities can help advertisements stand out and enter new markets. This statement is valid with #mycalvins -campaign. And why? Because numbers don’t lie.

With the help of the nostalgia Calvin Klein has as a brand and social celebrities, the ”wildly successful” campaign got people — just like me — share their shots with the hashtag #mycalvins all over social media. Today there are over 322 000 pictures shared on Instagram and the number is increasing all the time. By having a strong celebrity endorsement, Calvin Klein was able to get their customers promote the product, which increases the knowledge of the brand — and most importantly — the size of the company’s wallet.

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3 Responses to THE POWER OF CELEBRITY ENDORSEMENT IN BRAND BUILDING

  1. Nice and personal point of view of the topic, This also makes me think more about the real power that social media has in marketing!

    • valtteripekkasandberg says:

      Thank you for your comment! Yes, I totally agree with you. Social media is definitely an irreplaceable part of a company’s marketing nowadays.

  2. ireneortegalegidos says:

    Hi!
    It is curious how the social media has break into our lives in such a little time. The brands have taken advantage of this impact creating an involving marketing which is part of many aspects of our lives. Do you think this can cause a saturation in customers minds?

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