Who still buys J's in 2024?!
And who refers to every two-sided grill they see as a "Foreman" (even if it's not)?
Oh right...everyone.
When a celebrity endorses a product, that product immediately becomes more recognizable. And when familiar faces get behind something, others tend to see it as more reliable.
But not every campaign is created equal. There are plenty of bad ones out there (think: Kendall Jenner's 2017 Pepsi ad).
So, how do you get a celebrity to endorse your product and make sure it's successful?
We're so glad you asked...
What is a celebrity endorsement?
A celebrity endorsement is when a well-known figure uses their fame and image to promote a brand or product.
There are several ways this could play out:
Celebrity advertising is when a celebrity appears in traditional advertisements for a product, like TV commercials or print ads.
A celebrity spokesperson is someone who serves as the face of a brand and represents them in various promotional activities.
Celebrity marketing is when you and/or your endorser promote the product through social media and other online platforms.
Celebrity branding is when a celebrity creates their own brand or product (e.g., Kylie Jenner's cosmetics line) or collaborates with an existing brand (e.g., Beyoncé's Ivy Park clothing line with Adidas).
You also have full-fledged celebrity partnerships, where a celebrity invests in and/or has a stake in the company they are endorsing. Examples include Ryan Reynolds's Mint Mobile endorsement and Jay-Z's partnership with D'USSE cognac.
Celebrity endorsement works by leveraging the celebrity's fame, popularity, and influence to create a positive image for the product. Since they have such massive, broad audiences and recognizable faces, working with a celebrity is the best way to cast a wide net and raise awareness about your product.
Note: Celebrities are different from everyday influencers. They're the highest level of popular figures, with millions of followers and broad appeal (e.g., George Clooney, LeBron James). Influencers are people with expertise in a particular niche, and varying levels of influence within that community (e.g., fitness, beauty, business).
Why do brands work with celebrities?
When you partner with a celebrity, you're reaching a huge audience as quickly as possible. In terms of growing your business, there are tons of reasons to do this.
Let's dive into the facts and stats to give you a better idea of what kind of impact celebrity endorsements can make:
Reach
When you work with regular influencers, you can certainly tap into their specific niche. That's why influencer campaigns generally have the highest engagement levels on a per-follower basis.
But when it comes to reaching a big audience, influencers simply don't have enough followers or a broad enough appeal to make an impact.
Take Portillo's, the beloved Chicago-based chain of hot dog stands, for instance. They partnered with Cameo celebrities to promote their new spicy chicken sandwich.
Chicken sandwich lovers come in all shapes and sizes. Getting the word out to millions via niche creators wouldn't have helped.
Working with celebrities through our platform, though? They were able to 4x their social media engagement in no time (for just a fraction of your typical advertising budget).
Memorability
In a crowded market, it's nearly impossible to make a decision without some sort of reference point, So, when it comes time to buy something, customers look for what's familiar.
Colors
Logos
Slogans
Jingles
And, yes, faces
If you use the same ones repeatedly, people get used to them and remember them. That's the one they'll search for on Google or pick up off the shelf.
How to get the most out of your relationship with a celebrity
If you want your celebrity to amplify your message instead of siphoning the spotlight, you have to take the following steps:
1. Verify celebrity endorsement is the right approach.
Whether or not a celebrity can enhance your brand depends on what your goals are.
Increasing brand awareness? Check.
Boosting sales and traffic, especially during a certain promotion period? Yes.
Making your brand more memorable in the long term? Absolutely.
They're also great if your product has a broad appeal in general, like a fast-food chain or a clothing brand.
2. Do your research.
This starts with knowing your audience. Who are they? What makes them tick? Why do they buy?
You also need to research the celebrity you want to work with. Are their values in alignment with yours? Could people see them actually using your product? Are they generally well-liked by people in your target market?
Most importantly, make sure you know what NOT to do. Plenty of brands have already made dire mistakes. Don't repeat them.
For example:
Kendall Jenner's Pepsi ad came off as tone-deaf because it made light of a grave political issue (the Black Lives Matter movement).
Huawei hired Sarah Elshamy to promote its phone by taking selfies, but it was revealed that the "selfies" were actually taken with a DSLR camera.
Fyre Festival was promoted as an ultra-luxury music festival with endorsements from influencers like Bella Hadid and Kim Kardashian, but turned out to be a logistical disaster.
3. Find celeb-product fit.
Brands often partner with celebrities solely because they're, well, famous. But that in no way guarantees they'll resonate with your target audience — no matter how broad.
If the brand and the celebrity aren't a natural fit, people will immediately know it's disingenuous.
The ideal brand ambassador is someone who...
Has relevance to your target market
Matches your brand's personality and values
Has built up a strong relationship with their audience
Uses the same channels as you to communicate with fans
Has a track record of successful endorsement campaigns
Would actually use your products, even if they weren't getting paid
(Ideally) already follows you or has sung praises about your brand organically
An example of a good celeb-product fit is an athlete like Michael Jordan endorsing a sports drink, athletic wear brand, or a basketball-related product.
But if you have Dwayne "The Rock" Johnson telling people to buy your baby formula? You'll have a harder time convincing people he's actually using it for his kids.
Note: There are a few exceptions to this rule, like our Portillo's campaign. Since Portillo's is a restaurant that appeals to all sorts of demographics, the exact celebrity was less important than the fact that people knew and liked them.
4. Master distribution.
Even if the content is A-1, your celebrity endorsement campaign will fall flat if the message doesn't reach your audience.
To maximize the impact, you should use multiple channels to distribute content. And you should repurpose the content that performs the best.
Paid ads
Short-form videos on TikTok, Reels, and Shorts
Instagram posts and stories
Long-form YouTube videos
Articles
You'll also want to consider how your celebrity's image can drive sales beyond just the content. For longer-term partnerships, you'll need them to be seen using your product in public or mentioning it in interviews.
This can all be a bit tricky, though. Before inking the deal with a celeb, make sure licensing doesn't get in the way of your plans to distribute the content across your channels.
Hint: With Cameo, licensing is straightforward. You can use your celebrity content just about anywhere, except for commercials and connected TV ads.
5. Measure, measure, measure.
As with all marketing strategies, there's no one-size-fits-all approach to celebrity endorsement. That's why you need to track...
Impressions
Engagement (likes, shares, comments)
Conversions — how many clicked through and took action?
EMV (earned media value) — how much would you pay for the same reach and engagement with a different type of campaign?
Qualitative factors like brand awareness and sentiment
You'll also want to compare sales and traffic before and after the endorsement is released. And set up attribution tracking to see how many people are coming from your celebrity's content.
How to get a celebrity to work with you
Usually, a celebrity's fame and image will be heavily monitored by their agent or manager. So if you want a celebrity endorsement, that can mean back-and-forth, negotiations, and red tape.
It can mean creative guidelines to follow, too. A celebrity's endorsement contract may include brand safety clauses and other stipulations that require content review and approval before it goes live.
The whole process can take months.
That's why it can be better to partner with celebrities who are already on Cameo.
Browse celebrities using our advanced talent filters (by audience demographics, follower count, etc.).
Pick one based on pricing and alignment with your brand. Pricing is all upfront.
Create a brief with your guidelines and expectations.
Get a completed video back days.
Direct access to your talent. No bespoke contracting. No complicated negotiations.
Frequently asked questions
What are the different types of celebrity endorsements?
Ads, appearances, product lines, social media posts, sponsorships, public relations campaigns, and brand ambassadorship are all types of celebrity endorsements. In some cases, such as Ryan Reynolds' work with Mint Mobile, the celebrity is also a stakeholder in the company.
What is an example of a successful celebrity endorsement campaign?
A recent celebrity endorsement that had tremendous success was Pharrell Williams' decision to make Rihanna the face of his Spring/Summer 2024 menswear collection for Louis Vuitton. The campaign photos focused on the clothing line, but made sure to accentuate her baby bump in the process.
For more examples, check out our article where we break down our six favorite celebrity endorsement examples.
What's the difference between celebrity endorsements and influencer marketing?
The main difference between celebrity endorsements and influencer marketing is the level of fame and audience reach. Celebrities are well-known public figures with large followings, while influencers have smaller and more niche audiences.
Influencers often work on smaller-scale partnerships with brands, while celebrity endorsements generally involve larger campaigns designed for maximum impact and visibility.
How can I foster a long-term partnership with a celebrity for endorsements?
The best long-term partnerships happen organically. Start by choosing a celebrity who genuinely aligns with your brand values and has a real connection to your products or services. Show appreciation for their work and consistently maintain open communication.
For example, George Foreman's partnership with Salton, makers of the George Foreman Grill, began in the mid-1990s when he genuinely enjoyed the product. This endorsement turned into a highly successful branding venture, with Foreman's name becoming synonymous with the grill. His genuine enthusiasm and likeability as a retired athlete ensured its long-term success.
How do you negotiate a celebrity endorsement deal?
Most of the time, negotiation happens with the celebrity's agent or manager, rather than the celebrity themselves.
Negotiation is based on the specific deliverables (e.g., social media posts, commercials, public appearances), whether the celebrity will receive a flat fee, performance-based compensation, or a combination of both, and the level of control you want to have over the creative process.
To ensure you're getting a good deal, make sure to look at your celebrity's engagement vs. follower count, look into their previous endorsement partnerships, and make an ROI projection based on the proposed cost vs. those numbers.
How much does a celebrity endorsement cost?
The cost of a celebrity endorsement can vary greatly depending on the celebrity's level of fame and engagement, the scope of work involved, and the overall reach and impact desired. With Cameo, you can reach some celebrities for as low as a few hundred dollars. But big brands frequently pay millions for a single endorsement deal.