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Augustine Fou- 1 -
When to Use Celebrities
in Ads – 11 Cases
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci ...
Augustine Fou- 2 -
Author’s Commentary
“We used search volume as an indicator of
what people remembered and then took
acti...
Augustine Fou- 3 -
People Remember
Celebrity More
Augustine Fou- 4 -
Scarlett Johannson - Sodastream
Super Bowl 2014
Augustine Fou- 5 -
Scarlett Johannson - Sodastream
“scarlett johannson
super bowl”
“sodastream super bowl” “scarlett johan...
Augustine Fou- 6 -
John Stamos, Bob Saget, Dave
Coulier (Full House) – Dannon
Super Bowl 2014
Augustine Fou- 7 -
John Stamos, Bob Saget, Dave
Coulier (Full House) – Dannon
“full house super bowl” “dannon super bowl” ...
Augustine Fou- 8 -
Stephen Colbert - Pistachio
Super Bowl 2014
Augustine Fou- 9 -
Stephen Colbert - Pistachio
Augustine Fou- 10 -
Anna Kendrick – New Castle
Super Bowl 2014
Augustine Fou- 11 -
Anna Kendrick – New Castle
Augustine Fou- 12 -
Ellen Degeneres - Beats
Super Bowl 2014
Augustine Fou- 13 -
Ellen Degeneres - Beats
“ellen degeneres super bowl”
Augustine Fou- 14 -
Psy - Pistachio
Super Bowl 2014
Augustine Fou- 15 -
Psy - Pistachio
“psy super bowl” “psy commercial” “pistachio super bowl” “pistachio commercial”
accumu...
Augustine Fou- 16 -
People Remember
Brand More
Augustine Fou- 17 -
Amy Poehler – Best Buy
Super Bowl 2013
Augustine Fou- 18 -
Amy Poehler – Best Buy
Augustine Fou- 19 -
Bruce Willis & Fred Armisen - Honda
Super Bowl 2014
Augustine Fou- 20 -
Bruce Willis & Fred Armisen - Honda
“bruce willis super bowl” “fred armisen super bowl”
Augustine Fou- 21 -
Bar Rafaeli - GoDaddy
Super Bowl 2014
Augustine Fou- 22 -
Bar Rafaeli - GoDaddy
“bar rafaeli commercial” “bar rafaeli super bowl” “godaddy commercial”
Augustine Fou- 23 -
Arnold Schwarzenegger & Minka Kelly
– Bud Light
Super Bowl 2014
Augustine Fou- 24 -
Arnold Schwarzenegger & Minka Kelly –
Bud Light
“Arnold Schwarzenegger super bowl” “bud light super bo...
Augustine Fou- 25 -
Seth Rogen & Paul Rudd -Samsung
Super Bowl 2013
Augustine Fou- 26 -
Seth Rogen & Paul Rudd -Samsung
“samsung super bowl ad”
Augustine Fou- 27 -
Dr. Augustine Fou – Digital Forensics
I study the effectiveness of advertising, in
this case TV ads th...
Augustine Fou- 28 -
Related Articles
Augustine Fou- 28 -
http://www.slideshare.net/augustinefou/mythbusting-tv-
advertisin...
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When to Use Celebrities in Ads – 11 Cases Augustine Fou

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Celebrity endorsements work (sometimes); in other cases, the ad appears to be generating more interest for the celebrity instead of the brand.

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Transcript of "When to Use Celebrities in Ads – 11 Cases Augustine Fou"

  1. 1. Augustine Fou- 1 - When to Use Celebrities in Ads – 11 Cases Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com June 2014
  2. 2. Augustine Fou- 2 - Author’s Commentary “We used search volume as an indicator of what people remembered and then took action on (went online to search). We studied variations of keywords to corroborate the findings where possible.” -- Dr. Augustine Fou
  3. 3. Augustine Fou- 3 - People Remember Celebrity More
  4. 4. Augustine Fou- 4 - Scarlett Johannson - Sodastream Super Bowl 2014
  5. 5. Augustine Fou- 5 - Scarlett Johannson - Sodastream “scarlett johannson super bowl” “sodastream super bowl” “scarlett johannson commercial” “sodastream commercial”
  6. 6. Augustine Fou- 6 - John Stamos, Bob Saget, Dave Coulier (Full House) – Dannon Super Bowl 2014
  7. 7. Augustine Fou- 7 - John Stamos, Bob Saget, Dave Coulier (Full House) – Dannon “full house super bowl” “dannon super bowl” “john stamos super bowl”
  8. 8. Augustine Fou- 8 - Stephen Colbert - Pistachio Super Bowl 2014
  9. 9. Augustine Fou- 9 - Stephen Colbert - Pistachio
  10. 10. Augustine Fou- 10 - Anna Kendrick – New Castle Super Bowl 2014
  11. 11. Augustine Fou- 11 - Anna Kendrick – New Castle
  12. 12. Augustine Fou- 12 - Ellen Degeneres - Beats Super Bowl 2014
  13. 13. Augustine Fou- 13 - Ellen Degeneres - Beats “ellen degeneres super bowl”
  14. 14. Augustine Fou- 14 - Psy - Pistachio Super Bowl 2014
  15. 15. Augustine Fou- 15 - Psy - Pistachio “psy super bowl” “psy commercial” “pistachio super bowl” “pistachio commercial” accumulative Psy search still beat accumulative Pistachio search
  16. 16. Augustine Fou- 16 - People Remember Brand More
  17. 17. Augustine Fou- 17 - Amy Poehler – Best Buy Super Bowl 2013
  18. 18. Augustine Fou- 18 - Amy Poehler – Best Buy
  19. 19. Augustine Fou- 19 - Bruce Willis & Fred Armisen - Honda Super Bowl 2014
  20. 20. Augustine Fou- 20 - Bruce Willis & Fred Armisen - Honda “bruce willis super bowl” “fred armisen super bowl”
  21. 21. Augustine Fou- 21 - Bar Rafaeli - GoDaddy Super Bowl 2014
  22. 22. Augustine Fou- 22 - Bar Rafaeli - GoDaddy “bar rafaeli commercial” “bar rafaeli super bowl” “godaddy commercial”
  23. 23. Augustine Fou- 23 - Arnold Schwarzenegger & Minka Kelly – Bud Light Super Bowl 2014
  24. 24. Augustine Fou- 24 - Arnold Schwarzenegger & Minka Kelly – Bud Light “Arnold Schwarzenegger super bowl” “bud light super bowl” “minka kelly super bowl”
  25. 25. Augustine Fou- 25 - Seth Rogen & Paul Rudd -Samsung Super Bowl 2013
  26. 26. Augustine Fou- 26 - Seth Rogen & Paul Rudd -Samsung “samsung super bowl ad”
  27. 27. Augustine Fou- 27 - Dr. Augustine Fou – Digital Forensics I study the effectiveness of advertising, in this case TV ads that use celebrity endorsement. In some cases, the celebrity is more recalled than the brand; in some cases the brand is. Some ads were more effective for the brands. FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 @acfou ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou
  28. 28. Augustine Fou- 28 - Related Articles Augustine Fou- 28 - http://www.slideshare.net/augustinefou/mythbusting-tv- advertising-by-augustine-fou http://www.slideshare.net/augustinefou/video-ad-spending- vs-tv-ad-spending-2014-by-augustine-fou http://www.slideshare.net/augustinefou/tv-plus-online-video- ads-increase-recall-and-roi-augustine-fou-2014 http://www.slideshare.net/augustinefou/shifting-ad-dollars- from-tv-to-digital-video-2014-by-augustine-fou

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