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Marketing What Makes a Successful Celebrity Brand? - Sun and Planets Spirituality AYINRIN
Marketing
What Makes a Successful Celebrity Brand? - Sun and Planets Spirituality AYINRIN
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Summary.
Celebrities have shifted from endorsing established brands to being influencers for established brands to drawing on their influence to create brands themselves. The authors examine what it takes to make celebrity brands work.
In recent years Ryan Reynolds and George Clooney earned more money from selling their liquor brands, Aviation American Gin and Casamigos tequila, than from their movie deals. Serena Williams and Maria Sharapova, retired from sports, now generate significant earnings through the sale of their apparel and skin care lines, S by Serena and Supergoop. Rihanna and Dr. Dre make millions selling their own brands of cosmetics and lingerie and headphones, respectively.
Celebrity
endorsements of existing brands have been a part of marketing strategy
for decades. But in a world where celebrities have built enormous social
media followings and have become effective influencers, many stars are
making a pivot: Instead of endorsing or serving as an influencer for
other companies’ products, they are launching their own brands to profit
from their renown.
For
every juggernaut celebrity brand, however, many more have crashed and
burned—even those of some major stars. To be successful, the founders of
these brands must identify potential strategic advantages, turn them
into competitive advantages, and develop expertise in areas vastly
different from the ones in which they earned their fame.
In
this article we introduce a framework for building a successful
celebrity brand, derived from field research we did while writing case
studies about Kim Kardashian’s Skims shapewear and David Chang’s
Momofuku Goods line of packaged foods. We also highlight the common
pitfalls.
The Evolution of Celebrities as Marketers
Endorsement
deals often require a celebrity to make promotional appearances and use
or wear the products in public as well as to appear in ads. For
celebrities, endorsements provide ancillary income; for brands, they
offer an opportunity to raise awareness and attract buyers. The common
wisdom, backed by volumes of academic research, is that brands succeed
when they attach themselves to an appealing endorser who is credibly
expert in a given area and appears trustworthy.
With
the rise of social media, celebrities have become influencers as well
as endorsers, posting promotional material on their own channels. To be
attractive to brands, influencers must have a sizable and loyal
audience. Traditionally, the influencers with the largest audiences were
celebrities in highly visible fields, such as acting, musical
performance, and sports. More recently social media has allowed ordinary
people to become influencers by posting engaging content that goes
viral. For example, MrBeast (who began amassing followers at age 13 by
posting video game content) has more than 241 million subscribers on
YouTube, and Khaby Lame (a Senegal-born Italian whose videos mock life
hacks) has more than 161 million followers on TikTok.
Influencer
marketing has advantages for brands: As more people try to avoid
intrusive advertising, those browsing social media are increasingly
willing to accept marketing messages from influencers they admire and
rely on for advice. Consumers who make purchases as a result may be more
committed to the brand because it signals their fandom and their
perceived parasocial relationship with the celebrity.
Celebrities
shifting from simple endorsement deals to influencer deals must be able
to attract millions of followers, create engaging content, mix
day-to-day (unpaid) posts with promotional messaging, and recommend the
brand in ways that feel unscripted and authentic. Because this work
entails higher-order skills and sustained daily effort, brands richly
compensate celebrity influencers.
Why
have celebrities now begun to imagine, launch, manage, and promote
their own brands? First, the ubiquity of social media influencers has
led consumers to seek authenticity in advertising—and they perceive more
of it in a celebrity-owned brand. Second, social media (particularly
with the use of video) has opened a direct line of communication between
celebrities and their fans. Third, e-commerce and direct-to-consumer
(DTC) brands allow much faster development and distribution of new
products and thus higher margins. Fourth, while existing brands may use
endorsements or influencers as one part of a larger marketing strategy,
celebrity brand owners can rely heavily on their own social media,
dramatically lowering marketing costs for a cost advantage over existing
brands.
What Makes a Celebrity Brand Successful?
Kim
Kardashian is a ubiquitous reality-TV star and celebrity. As of the end
of 2023 she had 363 million followers on Instagram, 75 million on X
(formerly Twitter), 35 million on Facebook, and 9 million on TikTok. She
has done traditional endorsements of brands such as Balenciaga and OPI
nail polish, and she served as a paid influencer on her social media
platforms, promoting Dolce & Gabbana, among others. As she began
thinking about creating her own brand, she recognized a market need:
Traditional women’s shapewear (the category pioneered by Spanx) didn’t
work well for her body type. In 2019 Kardashian launched Skims to fill
that need. She serves as the brand’s creative director and aesthetic
muse; a cofounder, Jens Grede, serves as CEO. They positioned Skims as a
solutions-oriented brand with an eye toward body type and skin tone
inclusivity. Since its founding it has expanded into other apparel
categories, including underwear, loungewear, sleepwear, and activewear.
In 2023 Skims was valued at $4 billion, with the majority of its
products sold DTC through the company website.
David
Chang is a well-known chef with restaurants in New York City, Toronto,
Las Vegas, and Los Angeles. He is also a television personality, a
podcast host, and a best-selling author. Although Chang’s social media
following is far smaller than Kardashian’s (1.7 million on Instagram,
345,000 on X, and 271,000 on TikTok), his followers tend to be serious
foodies who are highly engaged with his content. Like Kardashian, Chang
has done traditional endorsements (for Audi) and served as a paid
influencer (for Impossible plant-based meat substitutes). In the fall of
2020, after months of restaurant closures due to the Covid-19 pandemic,
Chang’s restaurant group, Momofuku, launched its first line of consumer
packaged goods, Momofuku Goods, selling sauces exclusively DTC through
the company website. Since then Momofuku Goods has introduced a variety
of products, including noodles, seasoned salts, chilis, and sauces,
which are now also available at retailers such as Target and Whole
Foods.
Our
in-depth analysis of Skims and Momofuku Goods, along with observation
of a range of other celebrity brands, has enabled us to identify four
key principles for making celebrity brands successful.
Have a strong social media following.
This is an obvious precondition for success. As we will discuss, it’s
not just the number of followers but the depth of engagement that sets
successful brands apart. Some celebrities prefer to maintain privacy.
For example, the actors Jennifer Lawrence, Chris Pine, and Emma Stone
have no public social media accounts. And some have philosophical
objections to social media. Scarlett Johansson, who has no public social
media accounts, is a prime example. She has stated that social media is
not good for her mental health (“I have enough anxiety”). When
Johansson founded the skin care brand the Outset, in 2022, in part
because of her own struggles with acne, she realized the importance of
creating a digital place for followers to engage with her and with the
brand. She began posting content (exclusively about the brand) on the
Outset’s social media accounts. The Outset’s Instagram account has
300,000 followers. (Meanwhile, an Instagram account dedicated to
Johansson and managed by a fan has more than 4 million followers.)
Celebrity founders who eschew personal social media may choose to
minimize DTC as a channel and instead rely more heavily on third parties
to sell their products. The Outset can be found at major retailers,
including Sephora, whereas Skims achieved its success relying solely on
DTC distribution.
Craft a good fit between celebrity and product category.
Advertisers have always tried to select endorsers and influencers who
feel right for the brand. Those people must seem natural and credible
when recommending the product. If the collaboration seems inauthentic,
consumers won’t be persuaded to buy.
The
same is proving true for celebrity brands. Celebrities typically are
known for something: a field of expertise, a clear point of view, a
distinct aesthetic, or a particular lifestyle. Harnessing that and
transferring it to the brand in a manner that seems consistent with the
celebrity is key to success. Momofuku leverages Chang’s culinary point
of view to create products that consumers readily and naturally
associate with Chang, such as noodles and “chili crunch.” Skims’ designs
reflect Kardashian’s minimalist aesthetic and love of earth tones as
well as celebrating her famous figure.
Hulk
Hogan provides a contrasting case study. Hogan, who wrestled
professionally on and off from 1977 to 2003, has experimented (and
failed) with several celebrity brands. Some of his early forays were in
the food business— where, consumers perceived, he had no specific
expertise or point of view. Pastamania was a fast-food restaurant that
closed within a year. Hulkster Cheeseburgers were microwavable
sandwiches that were discontinued shortly after launch. Hulk Hogan
Thunder Mixer was a blender that failed to gain traction with consumers.
More recently Hogan launched a health-and-wellness cannabis brand, one
he created to deal with chronic back pain that he incurred during his
wrestling career. This brand, more in line with his source of fame, may
be a better match for moving his celebrity from wrestling to a salable
consumer product.
Find or develop a superior product.
Even the most beloved celebrity will have a difficult time supporting a
subpar product line. Although the celebrity’s name and endorsement
might sell to a consumer once, repeat purchases will be difficult to
earn.
Sometimes
celebrities and their representatives search existing products to
identify a high-quality offering that’s suitable for a partnership and
then rebrand it. Aviation American Gin, for instance, was created in
2006 by a team of distillers in Portland, Oregon, who worked with a
local bartender. It won acclaim for its unique flavor profile—one that
is less dominated by juniper, as English gins typically are, and has
notes of French lavender, orange peel, cardamom, coriander,
sarsaparilla, and anise seed. The brand was a dozen years old when Ryan
Reynolds bought a minority stake and began aggressively promoting it in
ads and on social media, turning it into a celebrity brand. Two years
later the owners sold it to the liquor giant Diageo for $610 million.
In
other cases the celebrity is personally and intensively involved in
developing the product from scratch. When launching Momofuku Goods and
Skims, Chang and Kardashian invested substantial time, effort, and funds
to deliver exceptional products to consumers. Momofuku’s secret
culinary lab was established to experiment with proprietary ingredients
for the restaurants long before the launch of its consumer products, and
Chang leveraged that strategic asset to develop new and exciting
offerings for retail sale. The company’s initial product launches sold
out quickly, and consumers’ reviews have been overwhelmingly positive.
Similarly, the Skims team carefully studied and tested each product
category prior to launch. For example, before releasing the Skims line
of bras, designers spent three years developing them and an additional
year conducting fitting trials with consumers of various shapes.
Kardashian herself tries on hundreds of new products each year to ensure
that they are up to her personal high standards. (She often posts
images from these try-on sessions on social media, sparking demand.)
Skims’ initial products were extremely popular, and currently they have
earned more than 115,000 four- and five-star reviews.
When
a product lacks distinction, however, consumers tend to notice. In 2007
Donald Trump launched Trump Steaks, delivering frozen beef by mail.
Consumers immediately complained about the poor value proposition, and
within two months the steaks were selling at deep discounts. Although
Trump enjoyed widespread awareness and popularity, and his brand had
proved successful on real estate and casinos, his name was not enough to
compensate for an inferior and overpriced food product.
When
thinking about the level of personal involvement they want during
product development, celebrity founders should be aware that some
members of the public are skeptical about stars’ commitment to their
brands—a cynicism that stems in part from a long history of endorsements
by celebrities who lacked loyalty to the products. For example, Oprah
Winfrey advertised a Microsoft Surface tablet but was seen publicly
using an Apple iPad; David Beckham advertised Motorola phones and
publicly used an Apple iPhone; and Brad Pitt was featured in advertising
for Chanel No. 5 and later admitted that he never wore it. Along with
ensuring the quality of a product and investing in its development,
celebrities must commit to actually using it.
Be actively engaged with, and listen to, followers.
For influencer marketing to be effective, fans and followers need to be
engaged with and feel that they have a personal relationship with the
influencer. As noted, a deeply engaged following is as important as a
large number of followers. Celebrity brand owners drive this engagement
by peppering their social feeds with persuasive messages that deliver
resonant and relevant information, emotional value, and entertainment.
Chang,
whose social media includes cooking demonstrations and tutorials, uses
Momofuku products in videos and also occasionally promotes new products
not of his own design, to help maintain credibility with his followers
and earn their trust. For Kardashian, whose social media accounts have
always included photos of herself with friends and family, sharing
photos of her circle wearing Skims products seems natural. She often
wears Skims when she appears in other forums across social media. And
she used her followers as a focus group, seeking their feedback before
launching the Skims bra line, which enabled her to learn about customers
and allowed customers to feel they were a part of the brand.
Creating Momentum
The
ability to craft engaging storytelling through their various channels
significantly reduces customer acquisition costs for celebrities. That
is especially critical in an era when DTC brands are struggling with the
high price and declining return on investment of digital advertising on
platforms such as Facebook, Instagram, and TikTok.
Chang
creates new dishes in his restaurants, touts his expertise on
television, writes cookbooks, and translates that content into consumer
products. The restaurants, the television shows, and the press allow him
to offer a clear point of view to followers all over the country (even
in places remote from his restaurants), which made creating a food brand
that can deliver to followers everywhere very sensible. His continual
engagement in these forums helps increase the momentum.
Kardashian,
too, combines online and offline behavior to power her success. She and
her family have been reality-TV fixtures for 16 years, and she
routinely features Skims products on their show. Although most of its
sales are through the website, Skims opened pop-up shops in key
locations in 2023, allowing for more-personal engagement with the brand
(and with Kardashian) and increasing awareness. Kardashian deeply
understands pop culture moments and has found ways to embed them in
Skims campaigns: She routinely features well-known celebrities in ads,
and she has signed partnerships with the U.S. Olympic team and the
National Basketball Association. She posts these offline moments on her
social media, creating additional exposure and virality beyond her
immediate followers.
These
principles also apply to the new version of celebrities—those born on
social media, who earn their status by being online influencers and
building credibility and engagement with their audiences. They develop
branded products to monetize their influence without relying on
sponsorships or endorsements. One example is Emma Chamberlain, who
started a YouTube channel in high school that amassed more than 12
million followers. Known for her penchant for coffee, she launched a DTC
brand in 2020, Chamberlain Coffee, which continues to grow and is now
also available at Target and other retail locations.
Fans
and followers need to feel that they have a personal relationship with
the influencer. A deeply engaged following is as important as a large
number of followers.
Celebrity
brands get attention—and that can cut both ways. Consumers may be
skeptical about the brands, especially if the stars behind them are
controversial or polarizing. Kardashian has millions of followers—but
also millions of detractors. Sometimes it seems that people enjoy
nothing more than tearing down a celebrity—and if that celebrity has
launched a brand, it may get caught in the crossfire.
An
example is Gwyneth Paltrow’s Goop lifestyle brand, which has been a
financial success by any measure: It has raised $70 million in venture
funding, and in 2020 it was valued at $250 million. At the same time,
Paltrow is often ridiculed for promoting what many see as “health
quackery”—unproved alternative health practices, energy healing, and
other scientifically questionable wellness claims. In 2023 she mused
publicly about wanting to sell her Goop stake in a few years, and some
argue that the company’s valuation would be higher if it had steered
away from promoting health and wellness products that invite skepticism.
Similarly,
the model Miranda Kerr’s cosmetic company, Kora Organics, was
criticized for the quality of its products, which have allegedly caused
skin irritation and breakouts. Tom Brady’s apparel brand, Brady, was
launched relatively recently. It has been criticized as overpriced and
appears to have achieved little traction. Jessica Alba’s the Honest
Company has faced multiple complaints and a lawsuit about the quality of
the products, the ingredients used, and claims made by the company. (At
the same time, the company now trades publicly, with a market cap of
more than $270 million in early 2024, and at one point Alba’s personal
stake was worth more than $100 million—far more than she could make from
acting.)
In
addition to ongoing scrutiny, celebrity brands face the risk that the
celebrity will be involved in a scandal or a legal or ethical
transgression, reflecting poorly on the brand. For example, Kardashian’s
ex-husband, the controversial rapper Kanye West (now Ye), who developed
the Yeezy clothing and sneakers line for Adidas and was an influencer
for many other brands, saw most of his deals disappear after he made a
series of racist and anti-Semitic remarks.
When
a celebrity is merely an endorser of a brand rather than an owner and
creator of it, such scandals may be more easily overcome, because the
tie between the celebrity and the brand is more easily severed. (For
instance, many brands moved away from Tiger Woods after his 2009 car
crash and sex scandal but carefully reengaged as the controversy
receded.) Consumer research finds that brands that respond quickly by
detaching from an influencer after a personal scandal show more-positive
share performance than do those that respond slowly or not at all.
However, when the brand is owned by and deeply associated with the
celebrity, it is harder to mitigate this risk. If a brand has grown and
can establish meaning above and beyond the celebrity, managers should
consider some distancing from the star to avoid any possible future
negative impact.
. . .
It’s
clear from these examples that if celebrity brands are to soar in the
era of influencer marketing and social media, they need at minimum a
deeply engaged following, a genuine fit between the celebrity and the
product, a superior product, and a strong two-way engagement with fans
and followers. Without those, not all the fame in the world will help a
celebrity brand fly.
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