How celebrities and influence's help market brands and products
Organisations and celebrities brand collaborations
As soon as a brand is mentioned, in a matter of milliseconds consumers can make links between household names, celebrities and influencers there are many psychological factors, (Meilleur, C, 2019) image 1 discusses factors that help your brain to make those links and the reasonings for these names being easily recognisable.
Image 1 (Meilleur, C, 2019)
reasonings for collaborations
Organisations are the ones that plan and create the products but often with small businesses it is hard to elevate the products and hit the ground running which is why influencers often help out small to medium companies and celebrities are more likely to collaborate with highly established brands.From the start of international brand collaboration, there have been many recognisable collaborations such as Travis Scott and Mcdonalds, Snoop Dogg and Corona and Dwayne johnson and under armour. All of these celebrities fit into the companies culture with Dwayne Johnson living an active and healthy lifestyle which is what under armour stands for, i believe corona chose to collaborate with Snoop Dogg collaborate because from social media and what we have seen from interviews he lives the party lifestyle which is a perfect opportunity to incorporate his fanbase and connect them to their product.
Adidas and Kanye West.
Adidas from the early 1990s have been living in the shadow of Nike because they have never been able to match the flashiness of sneakerhead culture with shoes like air force 1s and Air Jordan 1s, it has been hard for Adidas to compete partly due to the fact that that their most popular shoes are suited towards football and running culture but that all changed when Kanye West signed with Adidas in 2013 after leaving his former Nike deal due to contract disputes. If we look at image 2 below we can see the impact of Kanye West's marketing and notoriety as Adidas the year before he signed adidas made $14.883 billion whereas at the end of 2015 after the first Yeezy drop Adidas made $16.915 billion which is more than $2 billion in increased profits, statistically speaking we can see that both parties both mutually benefited from their first drop.
Image 2 (Adams, D.)
— Adidas on the Kanye West effect, “Not only [have the Yeezy’s] sold out instantly but [they have] also played a major role in propelling Adidas to the most popular sneaker brand on Instagram in 2015.”. Adidas voice their opinion and you can see in image 3 below how the addition of Kanye West increased their popularity and helped their social media marketing.
Image 3 (Adams, D.)
For image 1
Lupeanu, D. (2021, May 5). 5 factors influencing memory process. KnowledgeOne. Retrieved December 8, 2022, available from https://knowledgeone.ca/5-factors-influencing-memory-process/#:~:text=Here%20are%205%20factors%20that,the%20material%20to%20be%20memorized.
For images 2 and 3 and quote
Adams, D. (2020, April 10). The Yeezy effect: A look at Adidas before and after Kanye West. Kubashi. Retrieved December 9, 2022, available from https://www.kubashi.com/lifestyle/kicks/adidas-kanye-west/
F
Hi Shane. That's a great blog! You explained everything really well with good examples. I liked how you mentioned how celebrities are picked specifically for certain products that they have psychological links to.
ReplyDeleteGreat blog Shane. It sums up how celebrities and brands come together to promote their products and services. Kanye West and Adidas partnership is a great example of how the profit and sales sky-rocketed when they launched their deal to to create Yeezy.
ReplyDeleteGreat blog shane, really like the use of the graph to show how Adidas became the most popular sneaker brand on instergram and how yeezy helped that happen which you go into in the blog, great work!!
ReplyDelete