Karolina Kurkova is one of the biggest International models best known for her work as a Victoria’s Secret Angel. Vogue’s legendary editor Anna Wintour has also labeled her a Supermodel.
Prominent fashion houses such as Yves Saint Laurent signed Kurková to contracts, while print campaigns for Chanel, Tommy Hilfiger, Max Mara, Bottega Veneta, Donna Karan, Celine, Fendi, Elie Saab, Rag and Bone, Jean Paul Gaultier, Roberto Cavalli, Valentino, Louis Vuitton, John Galliano, Mango, Christian Dior, Hugo Boss, Versace, H&M, and others helped expose her even more. In the 2002 Victoria’s Secret Fashion Show, she wore the “Star of Victoria” Fantasy Bra, worth almost $10 million. Other runway credits of hers include Alberta Ferretti, Alexander McQueen, Balenciaga, Calvin Klein, Carolina Herrera, Chanel, Christian Dior, Dolce & Gabbana, Givenchy, Gucci, Karl Lagerfeld, Louis Vuitton, Marc Jacobs, Prada, Ralph Lauren, Stella McCartney, Versace, and Vera Wang.
Kurková is among the world’s top-earning models
E! Entertainment Television voted her the world’s sexiest woman in 2008, beating Angelina Jolie, Scarlett Johansson, and fellow Angels Gisele Bündchen, Heidi Klum and Adriana Lima.
Kurkova is an active humanitarian and has received awards from the non-profit organization “Women Together” for her humanitarian work. Kurková was also honored for working for the welfare of children through organizations such as “the Beautiful Life Fund”, “Free Arts”, and “Global Youth Action Network”.
Karolina Kurkova will be available in Asia in 7th – 14th April 2017.
For marketing/ event / campaign opportunities, do reach out to us at: firstname.lastname@example.org
With the economy becoming more and more competitive with each passing day, having apt knowledge about preferences of your customers has become integral for any business. All marketers will agree that market research is important, because the media landscape is in a constant state of flux and marketers are constantly overwhelmed with business priorities.
Conducting marketing research to measure the right Celebrity fit enables you to focus your marketing efforts on the highest growth opportunities. Very often, Brands tend to shave timelines, do “internal” research, and lose sight of the need for consumer marketing research for their Brand.
DATA-DRIVEN CELEBRITY MARKETING
The influence of Celebrity over Brand perception and purchasing power is undeniable. Engaging Celebrities can be an extremely rewarding process for any Brand. With the hefty investment, Brands & marketers look to strategic market research like The Lumenere Index (TLI) to make Data-driven decisions on which Celebrity to engage.
TLI is an independent attribute ranking report that provides marketers with a systematic approach for qualifying the use of celebrities in their marketing initiatives. Brands, agencies and marketers can now measure and compare the impact of consumer perceptions of Celebrities in specific demographics and markets.
An incredibly valuable tool when finding the right marriage between Brand and Celebrity.
TLI focuses it’s research reports on the “match-up hypothesis”. Many Brands traditionally believe that simply throwing an attractive Celebrity into a commercial is common sense marketing, and can only increase the appeal of a brand. However, our studies have shown that attributes like credibility overrules the attractiveness of a Celebrity in certain campaigns. When consumers believe that the Celebrity and the Brand “match up”, recall of the campaign and impact of the marketing initiative increase.
WHAT WE DO
We manage Celebrity and Media market research to help determine a Celebrity’s ability to influence brand affinity and consumer purchase intent. Our direct, consultative approach combined with our rich industry expertise empowers clients to succeed in today’s complex media environment.
We design Brand specific Celebrity research using key brand / personality attributes which are tested on a pre-targeted demographic and sample size. We focus on a maximum of 30 key attributes (peak feedback efficiency before consumer focus fatigue). Sample attributes are listed below:
We believe that by matching key Brand and Consumer attributes, we can increase the efficiency and impact of the Brand-Celebrity marketing initiative.
Provide details below to request a sample preview of the TLI Report.
Just because you weren’t invited to the 88th annual Academy Awards® show doesn’t mean you can’t go to the prestigious after-parties or glamorous viewing blowouts. It is the most highly anticipated awards show in the universe, and the parties are world class. You can see and be seen with the most exalted and prominent actors of our time, Party Options including the famed Elton John Oscar Party, happen on the 26th, 28th and 4th March 2016.
For Exclusive VIP tickets and experiences, contact us at email@example.com
Successful brands need to convince consumers that they carry a different image and value from other competing products. Today, the use of celebrity advertising for companies has become a trend and a perceived winning formula of corporate image building and product marketing. This phenomenon is reflected by the recent market research findings that 8 out of 10 TV commercials scoring the highest recall are those with Celebrities’ appearances.
Finding the right Celebrity collaboration is as much art as science. The biggest, most familiar names may lend cachet, but they carry a hefty price tag. The character of the trendiest new star is often untested and may prove to be a liability
Industry research reveals and re-establishes that a Brand must always keep in mind that the objective is to build the brand and not the celebrity. As companies invest large sums of money in celebrity endorsement contracts, any celebrity endorsement relationship must contribute to larger marketing strategies. Accordingly, campaigns involving celebrities are believed to bring more positive results if they are properly integrated than traditional non-integrated campaigns.
Studies on Celebrity engagements reveal, consumers form parasocial bonds with favored celebrities who shape their lifestyles, attitudes, and behavior. Driven by the need for achievement and lifetime pursuit, consumer’s aspire to mimic Celebrities as well as live the successful and glamorous lifestyles portrayed in the media. Consumers who desire to be the likes of the celebrities gratify their urges through sub-conscious efforts to build and maintain a relationship with the celebrity. Marketers focus on this.
STRATEGIES FOR SUCCESSFUL CELEBRITY DRIVEN MARKETING
What aspects should Brands keep in mind when working with a Celebrity?
We explore the positive impact of celebrity endorsement on brand image and find out the most prominent factors those play the key role in the success of an endorsement. While analyzing the major factors that are having maximum impacts of successful endorsement, the followings are found out that before any brand signs on a celebrity, they should consider three main aspects.
Even though these three major principles must be adhered to by companies, practically it might be difficult to find celebrities that satisfy all these three conditions. Depending on the nature of the brand and the kind of product being used, companies can selectively emphasize one factor over the other.
The correct way to choose a famous person is going to depend, first of all, on whether there is a congruency between that person and the brand that you are advertising. This is essential for the strategy to work out.
Credibility, trust and the widespread perception by consumers that the famous person is an “expert” are the key variables for selecting a celebrity representative.
The famous personality must be attractive not only in physical terms but also in terms of his or her level of regard and familiarity [among targeted consumers]. Fame, along with familiarity, lead to a more positive reception by consumers. If the famous person is disliked, the advertising message will lose effectiveness.
The research shows that a famous person is capable of raising the price of the product (Note: Studies have proved that consumers are prepared to spend up to 20% more on the same product as a result of who is representing it.) that he or she advertises when it comes to products that consumers consider to be attractive and appropriate as gifts.
Two main strategies to finding the perfect Celebrity to partner with for your next campaign:
KNOWLEDGE @ WHARTON
Celebrity Sells book
A Dummy’s Guide to Celebrity Endorsement
Havard Business School: The Economic Value of Celebrity Endorsements
Branding and Celebrity Endorsements
What are the benefits on the use of Celebrity Based Campaigns?
Can small business really afford Celebrity endorsements
Celebrity Marketing Myth
Celebrities in Marketing
Celebrity Power: Can less be more?
How Celebrities sell in China
Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement
Celebrity Endorsements builds Brands
Marketing with Celebrities
The Rise Influencer Marketing
Measuring Impact of Celebrity Endorsements
The Lumenere JETSETTERS Program proudly offers Diamond Nights, the Gala charity dinner of the year, which will see superstars Kanye West and Jessie J performing live, will take place on Saturday 6th June 2015 at the Grimaldi Forum in Monaco.
Fast and Furious star, the late Paul Walker’s charity ‘Reach Out World Wide’ (ROWW), which provides assistance around the world when disaster strikes has been announced as the official beneficiary.
The gourmet five course dinner, under the direction of multiple ‘Chef of the Year’ winner Sean Connolly, will attract the crème de la crème of the world’s social set as well as royalty and high wealth individuals from Europe, Russia, the Middle East, the UK and beyond.
Kanye West is a multi-award winning American artist, songwriter, record producer, director, entrepreneur, and fashion designer. West is one of the world’s best-selling artists of all time, having sold more than 21 million albums and 66 million digital downloads. Over the course of an illustrious career, West, amongst countless international accolades, has received 21 Grammy awards and 57 nominations, making him the most Grammy-awarded artist of his age and one of the most awarded artists of all time. Named by Time magazine as one of the 100 most influential people in the world, West is a worldwide taste-maker and trend setter with a global presence through his musical artistry and design endeavours across a variety of media.
Grammy award-nominated, pop and r&b superstar Jessie J’s musical styling has redefined pop music for a generation. Blending vintage and modern music, Jessie J has been making waves since the release of her full-length debut album “Who You Are”. Jessie’s latest album “Sweet Talker” has dominated worldwide charts, reaching number #1 on iTunes in over 50 countries and selling over 2 million copies worldwide.
The dinner will attract the crème de la crème of the world’s social set as well as royalty and high wealth individuals from Europe, Russia, the Middle East, the UK and beyond.
The gourmet five course dinner is under the direction of multiple Chef of the Year winner, Australia and New Zealand’s Sean Connolly. Sean, whose “My Family Feast” book was named the world’s best Celebrity Chef cook book is flying in to Monaco to oversee and present his menu at the dinner.
Jack Wilshere is an English professional footballer who plays for Arsenal and the England National team. Wilshere became Arsenal’s youngest ever league debutant at the age of 16 years and earned a number of accolades including the PFA Young Player of the Year award, nomination to the 2010-11 PFA Team of the Year, and Arsenal’s Player of the Season award, as voted by fans for his performances in his first full campaign for Arsenal during the 2010-11 season.
He is ranked at fourth most marketable footballer in the world, behind Neymar, Lionel Messi and Christiano Ronaldo, and is currently sponsored by Nike and Pepsi.
Jack Wilshere will be in Asia in 20-27th June 2015.
For marketing/ event / sponsorship opportunities, do reach out to us at: firstname.lastname@example.org
After years of waiting, Floyd Mayweather Jr. defeated Manny Pacquiao on 3rd May 2015 in Las Vegas in one of the most lucrative and highly-anticipated fights of the century to emerge as the world champion. He remains undefeated as a professional and is a five-division world champion, having won eleven world titles and the lineal championship in four different weight classes.
Outside of the ring, Mayweather sponsors the annual Golden Gloves National Tournament of Champions to give ‘young fighters the opportunity to showcase their skills’.
Floyd Mayweather is now coming to Asia / Australia. The Money Mayweather team is open for gala / corporate dinners , boxing clinics and nightclub appearances.
Previous tour programming in Asia / Australia included an hour Question & Answer session plus private one hour round table meetings with 20 VIP’s as well as a photo line in each of Melbourne and Sydney followed by a nightclub appearance in each city. Including a news conference .
Floyd Mayweather will be in Asia in June / Early July 2015.
For marketing /event opportunities, do reach out to us at: email@example.com
Anna Rumschisky, a marketing professor at the IE Business School in Madrid, has demonstrated that using celebrities in advertising has a measurable impact on the prices companies can charge for their products. According to the study:
For men, famous people have a direct impact [based on their fame alone] of 8% on the price of the product, as well as an indirect impact [based on their personal attributes] of 11%. So the total value that the famous person contributes, among young men, is to raise the price [these men are willing to pay] by more than 19%.
Men believe that a product which is suitable as a gift is worth an additional price of 8.6%, and one that is fashionably attractive is worth an additional 7.6%. Nevertheless, when men identify themselves with the product or consider that the personality who advertises it is someone “modern,” there is a greater impact on price increases — 14.6% and 11.1%, respectively.
For women, the impact is not as great, but it is nevertheless significant: For watch prices, for example, the direct impact of the famous person is 5.4%. There is also an indirect impact of slightly more than 8%…. As a result, the total value that the famous person contributes among young women is to raise the price [that those women are willing to pay] by more than 13.4%.
Women raise their price by 4% when the product is suitable as a gift and by 6.2% when they think that the product makes them look stylish. The variable that has the most influence on women when it comes to increasing the price of the watch is whether they consider it to be “sexy”; that raises the price by 10.1%. There is less impact [on price] — only 5.8% — when women have confidence in the personality who advertises the product.
WHY CELEBRITIES WORK?
Most brands start a life without personality. Let’s be honest, a brand by itself will never walk, talk and get photographed. But by tying it with a celebrity, the name of a product or a company can take on instant glitz, glamour, charm, sex-appeal and aspiration.
Malcolm Gladwell states in his book, Tipping Point that The Law of the Few contends that before widespread popularity can be attained, a few key types of people must champion an idea, concept, or product before it can reach the tipping point. Gladwell describes these key types as Connectors, Mavens, and Salesmen. If individuals representing all three of these groups endorse and advocate a new idea, it is much more likely that it will tip into exponential success. Celebrities check off all types in one. “The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts”.
Celebrities are rare breeds that encompass the key traits of a Connector, Maven and Salesman all in one. Amplifying the efficiency and the potency of the marketing message being transmitted.
The benefits of Celebrity driven marketing, can be represented using – the four Qs:
TESTING ROI IN A CELEBRITY CAMPAIGN
There is no standard practice to measure ROI or gauge the direct effect of celebrity endorsement on the brand’s sales. However, some brands have a few parameters in place that help them judge consumers’ response to a celebrity. For example, the number of times consumers mention/tag the celebrity’s name along with the brand name on social media, etc. Some brands also conduct audits from time to time to justify the celebrity usage. At the end of the day, a brand manager has to pool in his/her experience and gut instinct to get this one right.
Most programs are impression-based, so tracking a solid ROI is possible, but tracking becomes more problematic in the gray area of branding. If a celebrity is utilized to increase brand awareness beyond impressions, then polling a core demographic after the celebrity engagement may give the business indications of a viable ROI. In general, most companies expect that not everything in a celebrity-centric deal can be evaluated using traditional metrics.
(NEXT MONTH: CELEBRITY ENDORSEMENT STRATEGIES)
The “celebrity” label has become engrained in the marketing conversation. While these individuals can generate tremendous buzz –and often play a pivotal role in humanizing a brand – their influence is only as successful as it is believable.
It comes down to who can tell the best story, generate the most interest among consumers, and create the best new thinking – in an authentic way.
First of all, make sure you’re clear on the difference between a celebrity endorsement and celebrity branding. An endorsement is the traditional paid statement sort of advertising, where the celebrity is paid to say nice things about your product. This can still be effective, although as audiences continue to become more and more jaded you might want to look into other approaches.
Celebrity branding, on the other hand, is all about using a celebrity’s position of prominence to start a conversation. It’s meant to make your product more visible, to get people talking about it and genuinely considering its merits.
A vast array of people can take on a brand’s influencer role, a role that is crucial in a new world of marketing where the line separating marketers from consumers is rapidly diminishing.
This is what most celebrity placements look like on the internet these days. With the fragmentation of markets and the spread of social media, consumers are quick to recognize and discount a paid endorsement. A conversation starter from a celebrity to a large group of dedicated followers, though, is guaranteed to generate some serious interest in your product. To put it more simply, celebrity endorsement is the 20thcentury; branding is the 21st.
From a marketing perspective, the value they generate lies within the influence they inspire. The people most valuable to a brand are the ones creating the most influence, those who come across as the most authentic brand ambassadors by embodying the same things as the brand itself.
Big established brands are usually trying to maintain or expand their market share with already-successful products. Usually they find that they get a lot more bang for their buck with a few carefully-placed celebrity gifts than with a huge blanket advertising campaign.
On the other hand you have the small guys, the little boutiques trying to break into the market. They don’t have the cash for a big advertising blitz, but that’s okay―they do have a great product. A successful placement can be huge for the little companies, opening up other venues for distribution―online stores, brick-and-mortar retailers, etc.
One of the more successful placements was a jeweller who included a beautiful, un-mounted gemstone on a prong in each gift package along with a personal note: “Bring this stone by our shop and we’ll mount it for you”.
Influence is what’s driving the new world of marketing. To create this, brands need to move from a transactional mindset to one of looking at partnerships that create movements. If an authentic relationship between a celebrity and brand develops organically, it can lead to strategic partnerships that engender brand relevance in pop culture.
Is the silver screen the only place where brands can incorporate entertainment marketing? Not at all. Actually, television took home the award for most utilized platform by brand and agency marketers (52%)—surpassing other A-listers like digital (43%), events (38%), print (31%), and film (29%). Celebrity endorsements, music, and gaming are still trying to edge their way into the spotlight with 23%, 20%, and 11%, respectively, of brand and agency marketers deeming each their most utilized platform.