Promo Magazine: Past the pedestal

Why won't you
nice youngsters
buy my car?

Brands need to understand how young adults respond to celebrities before engaging famous people for product and event endorsements. For celebrity endorsements to work effectively, brands need to look at what young adults want from their celebrity experience. How Gen Y views the celebrity’s qualities (looks, talents, accomplishments, or a combination of these) can impact the effectiveness of the promotion.

Brands currently invest a lot of money in celebrities, but have no paradigm to figure out how much they should be paying a celebrity and what should be included in that. So they end up paying a big fee and use the celebrity across everything, which may not be cost-effective.