1. MKTG4226– Social Media Management for Marketing
• Regarding Celebrity Consumers and Spokespersons
Prof. Aleem Visram
Created by: Amanda Yee
November 7th, 2012

2. Agenda
• Introduction
• Reasons for Sponsorships
• How to Pick the Right Spokesperson
• Good Example
• Bad Example
• Framework for What to Do
• Conclusion

3. Introduction
• Celebrity
High-profile candidate
• ‘Commercial Authority’ Figure
Word-of-mouth Marketing
 Purchasing Behaviour
• Sales increase of +20%!
• Company Valuations of +0.25% on
the same day

4. Reasons for Sponsorship
1. Borrow Spokesperson’s Equity
 Raises Awareness
“People wanted the shoes worn by the kid
who could fly through the air and was
averaging 28 points a game”
 Increase Sales

5. Reasons for Sponsorship
2. Enhance Existing Brand Values
 Premium Brand
 $100+ per pair
 Association with World’s
Greatest Basketball Player

6. How to Pick a Spokesperson
1. Attractiveness of Celebrity
 Familiarity
 Likeability
 Similarity
2. Credible
 Trustworthy
 Expertise
3. Meaningful Transfer

7. Good Example – Bieber & Proactiv
• Proactiv Solution
Skincare Company
Acne-Prone Skin
 Teenagers 11-18
• Popular amongst target market
• Launched in 2010
• So Successful it came back in 2012

8. Bad Example – Kardashian & Charmin
• Charmin Restrooms
• Kardashian = Luxury
• Charmin = Commodity with
Negative Connotations
• Unaligned Values/Goals

9. Framework – What to Do
• Evaluate FIT
• Maximize Exposure
• Keep Celebrity Happy 
• Plan for Failure
 Worst-case Scenario
 Always Risk Involved
 No Control
• Always have a Game Plan Ready

10. Conclusion
• WOM Marketing = Most Influential
• Increase in “Celebrities”
 Through Online Discovery
 Identify Niche Markets
• Competition Increase
• Identify Perfect Candidate
 Better Positioning

11. Conclusion
Thank You!

12. Discussion Question - #1
Do you ever think word of mouth marketing (awareness
brought about by consumers/ customers) will exceed or
bring about the end of celebrity endorsements?

13. Discussion Question - #2
Where can celebrities draw the line between simply being a
consumer and an endorser?
Do you (and if you do, when do you) think it's appropriate for
them to ask for compensation?

14. Discussion Question - #3
Do you think the discovery of celebrities will continue to
increase online?

15. Conclusion
Thank You!