In today’s world, branding is crucial for business sustenance. Nike is known around the world for being one of the most iconic brands. It was recently ranked as the world’s 29th most valuable brand in terms of its brand value worth over USD$12.6 billion by Business Week’s global top 100 brand survey.
Nike is also very well-known for using one particular method of branding that is Celebrity Marketing. In fact, one of the most successful collaborations between a brand and a celebrity is that of Nike and Michael Jordan. So successful was the collaboration that Nike and Jordan launched a new brand variant called the Air Jordan (followed by billion dollar sub-label Brand Jordan) line of athletic apparel. Nike pulled off a very similar coup in the sports industry when it joined forces with the ace golfer Tiger Woods to enter the golf category with its apparel, equipment and accessories. As is known today, Nike has emerged highly successful in golf.
This channel of Celebrity Marketing is now being used by many brands around the world and it raises some crucial questions such like, “Is associating with a leading Celebrity the most efficient way to build a brand? Should Celebrity endorsement be the principal channel of brand communications? How can brands decide on potential brand endorsers”?
Some focused questions you need to ask yourself before jumping into collaborations.
Consistency and long-term commitment: As with branding, companies should try to maintain consistency between the endorser and the brand to establish a strong personality and identity. More importantly, companies should view celebrity endorsements as long-term strategic decisions affecting the brand.
Celebrity–brand match: Consistent with the principles discussed earlier, companies should ensure a match between the brand being endorsed and the endorser so that the endorsements are able to strongly influence the thought processes of consumers and create a positive perception of the brand. While there are many factors to consider when deciding upon a celebrity, there is one important factor that sticks out more than others. For a successful campaign to occur, the brand and celebrity need to share common perceived personality traits. When this occurs, the collaboration is seen as authentic and brand elevation rises faster and more efficiently than any other equivalent branding and marketing initiatives.
Constant monitoring: Companies should monitor the behavior, conduct and public image of the endorser continuously to minimize any potential negative publicity. One of the most effective ways to do this is to ensure that celebrity endorsement contracts are effectively drafted, keeping in mind any such negative events.
Brand over endorser: When celebrities are used to endorse brands, one obvious result could be the potential overshadowing of the brand by the celebrity. Companies should ensure that this does not happen by formulating advertising collaterals and other communications.
Celebrity endorsement is just a channel: Companies must realize that having a celebrity endorsing a brand is not a goal in itself; rather it is one part of the communication mix that falls under the broader category of sponsorship marketing. Do not ignore the rest of your marketing channels and initiatives. Celebrities are not a magic bullet to campaign success.
Trademark and legal contracts: Companies should ensure that the celebrities they hire are on proper legal terms so that they don’t endorse competitors’ products in the same product category, thereby creating confusion in the minds of the consumers.
It is well advised to hire a Celebrity marketing firm and sharing your needs and requirements with them. They can select the best Celebrity for your brand or product endorsement, using data-driven decision insights. Despite what marketing agencies are doing now, Celebrity and Influencer marketing is rarely a superficial decision. With the increasing budget allocations going towards a personality-driven marketing strategy, Brands will need to ensure effectiveness and efficiency of the talent strategy. Find an agency that works in your interest, whereas traditional Talent Agencies are focused on their Talent’s interest.
While factors like market relevancy, timing, appeal, brand / talent personality fit, image and price all come together to play a crucial part. Our number one guideline at The Lumenere Group is that, “It is NOT just about a Celebrity. Every successful campaign is about the RIGHT Celebrity”.
The JETSETTERS Program launches in Asia at the JeweLuxe 2017 show. JETSETTERS teams up with our Canadian partners at Pure Entertainment Group to connect clients with unique and exclusive access to the most sought-after experiences around the world.
Experience the world you know in awe-inspiring ways that you could never imagine. From Celebrity & private parties, fashion shows, Michelin-stared food travel, fundraisers, International film festivals, TV and Award shows to other exclusive experiences around the globe. By working closely with the most elite agencies, partners and lavish travel entities in the world, we make it possible for you to see that which very few ever get to witness.
We invite you to take advantage of our insider expertise and exclusive access, and to embark on a journey full of endless possibilities with us.
The launch takes place on the 11th October 2017 with a large launch event. We’re proud of to have hosted so many amazing new clients and look forward to building a deeper relationship with all of them. Thank you to one and all that showed your support. We could not have done it without you.
Collaboration between Asia’s largest factual entertainment company and leading Celebrity-marketing solutions provider to target content for evolving media landscape.
Beach House Pictures, one of the region’s most prestigious production companies and The Lumenere Group, one of Asia’s leading celebrity marketing solution providers announced an exclusive partnership on Monday.
The two companies, both headquartered in Singapore, will work together to create and develop new ‘celebrity-led’ content ideas to meet the growing needs of platforms and networks across the Asian region and beyond.
The partnership will see Beach House Pictures bring its award-winning team of factual, entertainment and kids creators to the collaboration, while The Lumenere Group, a company poised to create opportunities in a fast-moving, personality-driven, high-engagement multi-platform landscape, will tap into its extensive network of celebrity contacts from across the globe to position A List talents in a raft of new content ideas, formats and business models. Both companies understand that consumers today want a different experience in this ‘create once, screen anywhere’ environment and believe that this change in consumer habits represents a significant opportunity to innovative content producers.
“The media landscape is becoming ever more cluttered as platforms, brands and networks seek to create their own video content. We genuinely believe that attaching the right ‘star’ to the right idea can help cut through that clutter, which is why we are delighted to be working on this venture with The Lumenere Group, a company that has worked with talents as diverse as Emma Stone, Johnny Depp, Lewis Hamilton, Justin Beiber, 50 Cent and Ronaldo.” said Beach House Pictures Managing Director, Jocelyn Little.
“To get major stars like George Clooney, Jennifer Lawrence or David Beckham to commit to a project requires the right idea delivered by the right people. We strongly feel that in working with Beach House Pictures we’re collaborating with a company that not only has a stellar track record in creating world-class content, but one that is known and trusted by networks and platforms across the globe. We are excited to start creating some truly big ideas fronted by some truly big names.” said Kevin Ou, Director of Strategic Partnerships at The Lumenere Group.
After a year of negotiations, the stage is finally set for what is expected to be the biggest and most electrifying fight to ever take place in the world of professional boxing. Floyd Mayweather will come out of retirement to meet UFC star Conor McGregor in a much anticipated boxing match that will feature two of the top-selling fighters in the world.
The two fighters both announced the fight offer after many months of speculation whether Mayweather would be lured back to the ring at the age of 40 to face a mixed martial arts fighter who has never been in a professional level boxing fight. The fight is expected to shatter pay-per-view records with 5 million people anticipated to tune in for this spectacular event.
With limited seats available, don’t be left out of the action.
We have access to premier VIP packages and preferred seating at the main event on August 26th 2017 at the T-Mobile Arena in Las Vegas, Nevada.
Watch this historic fight live and be a part of all the action inside and outside the ring.
We customize exclusive access to the event with premium seating options, luxury hotel accommodations, transport, VIP packages and limited availability premium ringside tickets.
* All prices stated are in USD (US Dollars)
* There will be an additional 10% agency booking service fee
* All prices and availability are subject to change without notice.
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 the Oscars experience, 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.