Is Lady Gaga right for your Brand?
Upcoming SlideShare
Loading in...5
×
 

Is Lady Gaga right for your Brand?

on

  • 1,806 views

Networked Insights’ Research Analysts recently explored celebrity endorsement and product placement related to the pop music star Lady Gaga. For decades celebrity endorsement has proven to be a ...

Networked Insights’ Research Analysts recently explored celebrity endorsement and product placement related to the pop music star Lady Gaga. For decades celebrity endorsement has proven to be a successful tactic to influence consumer preference. In the Social Intelligence Report: Lady Gaga we aim to help brand marketers understand how to find the right celebrity fit.

Marketers have recently seen growth in product placement as represented in the upcoming James Bond film, which contains $45 million worth of product placement. Music videos have grown to be about a $15 million product placement industry, allowing brands to align their products with artist that appeal to their target consumer.

In the Social Intelligence Report: Lady Gaga you will learn: product placements are a growing trend, and while there are many potentially positive opportunities associated with that, there are some strong potential pitfalls as well. And with the unprecedented amount of media coverage, access to information and levels of social sharing, there is an increased need for visibility in real-time around celebrities associated with a brand.

Statistics

Views

Total Views
1,806
Slideshare-icon Views on SlideShare
1,806
Embed Views
0

Actions

Likes
0
Downloads
31
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Is Lady Gaga right for your Brand? Is Lady Gaga right for your Brand? Presentation Transcript

    • About this reportNetworked Insights’ Social Intelligence Reports explore topics, brands, themes and celebritiesto uncover consumer trends and insights to inform decision making by marketers, brandmanagers and their agencies. In this report, we examine celebrity endorsement and productplacement related to the music artist Lady Gaga. The data for this report was gathered fromMarch 1 through the end of May 2011.For decades celebrity endorsement has proven to be a successful tactic to influence consumerpreference. Omnicom’s Dave Brown Entertainment offers brand marketers and advertisingagencies an independent index to quantify a celebrity’s ability to influence brand affinity andpurchase intent. Additionally, marketers have recently seen growth in product placement asrepresented in the upcoming James Bond film, which contains $45 million worth of productplacement. Music videos have grown to be about a $15 million product placement industry,allowing brands to align their products with artists who appeal to their target consumer.How do you find the right fit for your brand?2 © 2011, Networked Insights, Inc. All rights reserved.
    • Is Lady Gaga right for your brand?Today, the clear leader among music artists attractingbrands for product placements is Lady Gaga, so wechose her for a special analysis project spanning allfacets of the social web. The objective of this socialintelligence report is to show how well consumerinsight gleamed from the Internet can informdecisions about choosing a celebrity, assessingLady Gaga’s video content, embedding a brand inher video and gauging the benefits to be derived Virgin Mobile pl acement from Lady G aga’s “Telephonefrom that. ” videoUsually, when marketers talk about productplacements, they base their decisions on what they I just went to my first Gaga concert inthink is popular – the classic “gut feel” approach. February (thanks Virgin Mobile!) and IIn the past, they haven’t had a definitive or particu- have to say, Gaga fans know how to bring the fierce.”larly fast way to learn how people actually feel about from collegefashion.netsomeone like Lady Gaga. Yet such insights can becritical if your company has very strict brandrequirements or a particular image to uphold in themarket — for example, staunchly conservative vs.intentionally flamboyant.3 © 2011, Networked Insights, Inc. All rights reserved.
    • Don’t be left starstruck Consumer insights derived from the social web also can help you decide whether you’re investing enough in the product placement to stand out. For example, Lady Gaga has an extraordinary number of sponsors, including Virgin Mobile, HP, Diet Coke, Compari, Chanel, Alexander McQueen, Phillip Stark, Nintendo, Burberry, Chevrolet, Polaroid, Miracle Whip and Wonder bread — just to name a few. So in a video cluttered with other products, will your brand be lost?4 © 2011, Networked Insights, Inc. All rights reserved.
    • Doing it for the fameThe time frame during which we collected andanalyzed data was one of particularly high activityfor Lady Gaga, including her appearance on AmericanIdol, new album release, and a number of otherappearances and events. The data revealed that she 32% 39% positive negativehas a very strong, solid, loyal fan base that drives a lotof positive sentiment. At the same time, she is verypolarizing — in fact, 39 percent of comments cap-tured during that three-month period were negative,containing comments like “copycat,” “bizarre image,”“don’t understand why she’s famous” and “not reallytalented.” It’s fascinating how much persistent Is anyone Lady Gaga watching Lady is a cheapnegative sentiment surrounds this superstar compared Gaga on HBO? Madonna copy.to others we track. I love her Honestly, who attitude, fashion takes herWhen you’re thinking about product placement sense, voice... seriously...with an artist like Lady Gaga, you want to weigh both -jezebel.com -music-mix.ew.comaspects of sentiment. Yes, she has a No. 1 album. Yes,she’s touring, is very successful and is on hit televisionshows and covers of magazines. But she also stirs a lotof controversy.How might this affect perception of your brand?5 © 2011, Networked Insights, Inc. All rights reserved.
    • What’s in your wallet?The data produced another interesting nugget:The household income of the most vocal LadyGaga fans is $25,000 to $75,000. This begs aquestion about your target market — if yours isa very high-end brand, will a product placementin a Lady Gaga music video help?Can her fans even afford your product? ‘6 © 2011, Networked Insights, Inc. All rights reserved.
    • Engagement Trends Engagement Peaks A5000 C4000 A. 2/11 “Born This Way” single released B3000 B. 4/19 “Judas” single released2000 C. 5/5 “Judas” video debuts1000 0 11/29 12/14 12/29 1/13 1/28 2/12 2/27 3/14 3/29 4/13 4/28 5/13Monster trendsThe verbatim comments and phrases that bubbled to the surface of the data analysiswere interesting, too. There were many references to Madonna and Katy Perry — in fact,constant comparisons. Both of those artists are extremely controversial in their own right.Madonna built her career on controversy, and she had a hard time attracting endorsementopportunities, which may have paved the way for artists like Lady Gaga. Katy Perry hasgone a different route with skin creams and other products. So it’s interesting to see howsimilar the three artists are in terms of generating controversy and yet how different thestory is when you look at the brands that attach themselves to these icons. 7 © 2011, Networked Insights, Inc. All rights reserved.
    • Mighty big wordsOur report also features a “tag cloud” — a list of keywords that continuously pop upduring data analysis on a given topic. The physical size of the word indicates howfrequently it appears in the results. With Lady Gaga, you see words like “born” fromher song “Born This Way.” You see the words “fan” and “goo.” With another artist likeKaty Perry, you see “pretend,” “Kate,” “naked.”If you compare the results for another artist who is slightly more conservative, suchas Sarah McLachlan, for example — she probably generates words like “album” and“love.” So in an instant visual, you can see all of those keywords that are attributed tosomeone — and those keywords will provide strong clues about the type of audiencethat artist attracts.8 © 2011, Networked Insights, Inc. All rights reserved.
    • Zynga “It’s Lady Gaga inspired!!! May 17 to May 19 it will be GagaVille! So ready for all the loony stuff I bet they’ll have! “ – www.farmvillefreak.com Polaroid “…the brand-new 3D polaroid (Lady Gaga gives photography a new dimension).” – drysafemarker.tumblr.comMaintaining long-distance relationshipsLooking at “share of voice” during this analysis time frame, Lady Gaga was workingwith brands such as Virgin, Gilt.com, Polaroid and Zynga. Zynga was developing herGagaVille app, and that app was announced during this period. She has had a long-standing relationship with Virgin, and she often gives away mobile phones to the crowdin the audience. So you have a very happy audience with cell phones in hand posting onsocial media sites about how happy they are. At the same time, they’re implicitly andexplicitly promoting Lady Gaga’s sponsors. It’s a perfect marriage of the two.So this type of activity adds another dimension to celebrity endorsement and productplacement.9 © 2011, Networked Insights, Inc. All rights reserved.
    • Don’t choose a Judas The key takeaway from all this: Product placements are a growing trend, and while there are many potentially positive opportunities associated with that, there are some strong potential pitfalls as well. And with the unprecedented amount of media coverage, access to information and levels of social shar- ing, there is an increased need for visibility in real time around celebrities associated with a brand. So marketers should fully understand and weigh the risks before they make decisions. Social intelligence can help you do both, giving you the insight you need to enter into a celebrity relationship with your eyes wide open rather than going gaga over the opportunity and regretting it later. Questions about this report? Want a free consultation on how social data Phone: 608.237.1867 can improve your media planning and other marketing? Contact us. Web: networkedinsights.com Email: info@networkedinsights.com10 © 2011, Networked Insights, Inc. All rights reserved.