How Are Celebrity Ambassadors Still Relevant?

Thank you to BRITA for supporting this episode: https://ownyourthing.brita.net/en-AU

In this episode, we discuss the perceived value of celebrity endorsements, how brands have had to adapt this strategy to the social media era, and attempt to answer the question: does Gen Z even respond to celebrity endorsements? Or is this marketing strategy better left in the past?

Timestamps:

00:00 Intro

2:08 Sponsor ad-read: BRITA

3:02 Why we have celebrity endorsements & ambassadors

9:03 Gen Z sentiment toward celebrity endorsement & ambassadors

9:40 Negative perception of celebrity endorsements

12:50 Positive perception of celebrity endorsements

18:16 How the industry has adapted to new-age ambassadorships

20:10 The impact of watchdog accounts on celebrity marketing

21:54 Celebrity ambassadors as missing-driven marketing

22:39 BRITA x Millie Bobby Brown

23:47 Brands utilising humour

24:46 Brands using celebrities for world-building

27:40 Conclusion

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