UNPACKED: The 4 Types of Endorser Strategies

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Information about UNPACKED: The 4 Types of Endorser Strategies
Marketing

Published on March 19, 2014

Author: AlexGoh1

Source: slideshare.net

Description

"UNPACKED" is a series of client work developed long ago, or work that never saw the light of day. All content has been edited to remove sensitive client data/information/proposals where necessary.

Why "UNPACKED"? It's based on the belief that, like books, the true value of content is manifested only when it's for public benefit, rather than kept in private - on shelves or buried in one's digital device.

This slide deck (an excerpt from a fuller strategic deck) specifically was created to help frame the different ways a brand can pursue the use of a personality/celebrity.

Strategies explored here is of course by no means exhaustive; but merely a point-of-view and an attempt to capture the most common strategies applied.

By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. The 4 Types Of Endorser Strategies

Level of involvement Celebrity as communications talent. Suggest usage, without advocating for efficacy. 1. TALENT Communications cut-through and values transfer. Celebrity as brand spokesperson; also, inputs into design /development of product and marketing. 4. PARTNER Maximises values transfer & brand- celebrity association. LOW HIGH 2. TESTIMONIAL Confirms: “It does what the brand promises.” Use of personalities with high likeability and/or depicting the average user, explicitly supports product promise. KEY OUTCOME The TTAP Model outlines the four most frequently used approaches. 3. AMBASSADOR Advocates: “Good for me; good for you.” Leveraging trust in celebrities and/or expert credibility to evangelize the product and brand. Overview: Types of Endorser Strategies

Overview: Endorser Strategy in Action Level of involvement Celebrity as communications talent. Suggest usage, without advocating for efficacy. Celebrity as brand spokesperson; also, inputs into design /development of product and marketing. 1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER LOW HIGH Use of personalities with high likeability and/or depicting the average user, explicitly supports product promise. Automotive: Actress Maya Karin and newscaster Owen Yap, for Ford Focus F&B: Actor Hugh Jackman and actress Ana de la Reguera for Lipton Tea Services: Comedian Harith Iskandar for local telco Celcom Leveraging trust in celebrities and/or expert credibility to evangelize the product and brand.

Overview: Endorser Strategy in Action Level of involvement Celebrity as communications talent. Suggest usage, without advocating for efficacy. Celebrity as brand spokesperson; also, inputs into design /development of product and marketing. 1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER LOW HIGH Use of personalities with high likeability and/or depicting the average user, explicitly supports product promise. Automotive: Depicting testimonials from an actual car owner. Services: Showcases successful local businesses as users of Maxis. Fuels: Malaysia’s Prince of Drift, Tengku Djan, testifies to BHP’s fuels. Leveraging trust in celebrities and/or expert credibility to evangelize the product and brand.

Overview: Endorser Strategy in Action Level of involvement Celebrity as communications talent. Suggest usage, without advocating for efficacy. Celebrity as brand spokesperson; also, inputs into design /development of product and marketing. 1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER LOW HIGH Use of personalities with high likeability and/or depicting the average user, explicitly supports product promise. Leveraging trust in celebrities and/or expert credibility to evangelize the product and brand. Luxury goods: James Cameron as a “Rolex Icon”, and the brand’s support of the Deepsea Challenge. Beauty: Le Sinje as SK-II’s brand ambassador travels the world to share her beauty secrets. Fuel/lubricants (until 2009): Michael Schumacher as Shell Global Brand Ambassador represents the company in talking about its role in F1 and in promoting road safety.

Overview: Endorser Strategy in Action Level of involvement Celebrity as communications talent. Suggest usage, without advocating for efficacy. Celebrity as brand spokesperson; also, inputs into design /development of product and marketing. 1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER LOW HIGH Use of personalities with high likeability and/or depicting the average user, explicitly supports product promise. Beauty: Rihanna signs on as Creative Partner for MAC cosmetics, tasked to work on her own line of cosmetics. Technology: Will.i.am of The Black Eyed Peas fame signs on as Director of Creative Innovation, for Intel. F&B: Marc Jacobs signs on as 2013 Creative Director for Diet Coke Leveraging trust in celebrities and/or expert credibility to evangelize the product and brand.

Now, go be the best version of you. By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. alex.goh@mcsaatchi.com.my The 4 Types Of Endorser Strategies

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