Not all collabs are created equal
A celebrity with millions of followers, shouting about your product. The dream, right? That’s actually just the beginning of what’s possible. By working with celebrities archetypally aligned with your brand, you’ll generate more click-throughs, longer-lasting relationships to deliver campaigns that drive ROI. The key is to look for potential, not perfection.
The rise of nano-creators and micro influencers has encouraged marketers to spread risk by partnering with multiple influencers with small-followings – without exploring celebrity options. However, if you have the budget for an integrated celebrity-led campaign, we believe you can get more for your money.
Firstly, think about long-term goals. Any partnership should feel authentic, be transparent, and remain compliant with platform rules and regulations. The best way to do that is to establish KPIs, and think strategically about contracts.
Instead of a one-off post, could the content be leveraged with paid media spend? Where else could this content live, beyond social? What about PR? Could you add press interviews to the contract to extend the campaign’s reach further? These are the questions to ask to build an integrated campaign that makes the most out of your celebrity talent.
Next up – while they have huge reach – celebrities aren’t necessarily professional content creators. Fill in the gaps by employing influencers too – to give you unique, beautifully designed assets that you can repurpose on your own channels. You might even stipulate in the contract that an agency will handle content production or podcast recording, maintaining creative control without losing out on mass reach.
“Any partnership should feel authentic, be transparent, and remain compliant with platform rules and regulations.”
How Connects has integrated celebrities into the influencer marketing mix
Lewis Capaldi x eBay
Creative: Our brief was to create a celebrity-led, entertaining activation. It had to be truly integrated, made up of paid and owned content, leverage press, and increase awareness and purchase consideration for small businesses on eBay.
Why It Worked: To resonate with our client’s target audience of 18 to 44-year-old online shoppers, we chose Lewis Capaldi, with a similarly broad reach and combined social following of over 10.7M. He was the perfect partner; an authentic fit as a small business champion, who also had a playful sense of humour.
The role of organic social was to drive awareness and consideration. Lewis’ owned content – 13 posts across YouTube, Instagram, Facebook and Twitter – delivered on those objectives, and more.
+ 7M total impressions
+ 1M total engagements
+ 2 % ER
+ £03 CPE
We worked with eBay’s PR team, Weber Shandwick, to ensure the idea was PR-able – driving purchase awareness, consideration and conversion. It generated coverage across national newspapers with a circulation of over 54 million, as well as regional, consumer and trade publications with a circulation of over 20 million.
The role of paid social was to drive consideration and conversion – we worked with ThatLot, who created a series of branded edits for eBay’s social channels.
+ 7M total impressions
+ 1M total engagements
+ 3% ER
+ £2.25 average CPM
Frankie Bridge X Very
Creative: We established The Very Network – an always-on network of influencers and advocates – onboarding our 80-strong squad, from micro-influencers to celebrity popstar Frankie Bridge.
Why It Worked: Briefed on Very’s trading priorities, and given real-time data, each influencer created relevant content with the best chance of surpassing their KPIs. Using UTM links and Google analytics, we could measure and optimise the impact each influencer – and tier – had on rate of new/returning customers, sales conversion and basket value.
+ 3,300 unique pieces of content
+ 130M brand impressions
+ Brand partnerships including Nike and Topshop.
+ 300% year-on-year increase in new visitors to Very.co.uk in 2019.
Get it right for your brand
Authenticity is all-important so your influencer marketing should focus on credibility that’s never compromised – even when it comes to working with the world’s biggest voices. The right celebrities to work with – archetypally aligned ones – already love your brand, and will become a valued extension of your creative team and brand family. Ready to find out for yourself? Drop us a line at email@example.com and we’d be happy to help!