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What are the benefits of celebritybased campaigns?

The right celebrity, used in the right way, can undoubtedly be a
powerful brand asset. But using a celebrity is no guarantee of
effective advertising. Overall however, theres very little difference between the performance of ads with celebrities versus
those without. Ads featuring celebrities are found slightly more
enjoyable, involving, interesting, and distinctive. They are also
likely to be a little better branded probably as a result of an
individual celebrity becoming associated with a brand through a
long running campaign.
Who uses celebrities?

There is no consistent pattern by category on use of Celebrity

in Ads - % of Total Ads

The use of celebrities in advertising varies enormously around

the world. Its highest in Japan, Korea and China, where over

UK

USA

35

Credit/Charge Cards
21

Coffee

20 percent of TV ads feature celebrities, and lowest in Swe-

16

Carbonated Drinks

den, Denmark and Canada, where the proportion is under 5

14

Beer

has increased since 2000.

Automobiles

Yogurts/Desserts

8
6

Spirits

Chocolate
Cereals
Fruit Juice

parison of U.S. and U.K. data shows.

Cleaning Products/Bleach

7
7
5

Food Enhancers - (condiments)

There is no pattern of celebrity use by category, as this com-

26
2

Snacks - non confectionery

percent. In both the U.K. and the U.S., the use of celebrities

17
0

5
5
3

3
2
2
0
2
1

Celebrity-based campaigns can be very effective.

In the U.K., Barclaycard used the popular comedian
Rowan Atkinson in a highly successful campaign. It
was hugely enjoyed and well recalled, and it commu-

What are the benefits of celebrity-based campaigns?

Millward Brown August 2007

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nicated the intended messages. Barclaycards share

of new cardholders rose from 15 percent to 25 percent in five years.

A
%

B
%

C
%

D
%

E
%

F
%

Ads without
celebrities
%

G
%

H
%

I
%

J
%

K
%

L
%

M
%
77

66
51

104

P O I N T

The celebrity can wear-in as a branding device over a campaign

What happened in the advert to help you know that it was for Brand X?

Celebrity global finished films

Enjoyment index
Ads with
celebrities
%

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ticular celebrities have, over time, become synonymous with the brand: for example, William Shatner
and Priceline, in the U.S., Gary Lineker and Walkers
in the U.K, Cerina Lau and the cosmetic brand SKII
in China. This example shows the gradual build of
one celebrity brand cue over 15 ads.

But there is very little overall difference between the

performance of ads with celebrities versus those
without, although those that have them are enjoyed
slightly more.

Global Data

P O I N T

102

34

Celebrity
Brand cue

58
50
40

42

48

N
%
74

O
%
81

55
47

43

5
Base:

(164) (117) (81) (126) (102) (85) (67) (96) (109) (161) (154) (149) (161) (128) (126)

Enjoyment Index
15 executions over time

Base

(1408)

In Japan, however, branding scores are slightly lower

for ads with celebrities possibly due to the celebrities endorsing too many brands.

(13809)

Some countries, notably the U.S., find celebrity ads

more involving; but in others, particularly where celebrity ads are more common, this is not the case.

Ads featuring celebrities are no more likely to be

seen as conveying new, relevant credible news than
others; so, unsurprisingly, they are no more persuasive.

Overall branding levels tend to be slightly higher for

ads featuring celebrities.

Three key questions for effective use of celebrities

Celebrity global finished films

Branding index

Global Data

Ads with
celebrities
%
102

Given that using a celebrity does not guarantee a

successful campaign, what are the guidelines for
getting it right? Wed suggest there are three key
questions you need to answer.

Ads without
celebrities
%
100

Who are they?

Branding Index

Base

(1241)

Where the celebrity is central to the core idea, its

important to establish how well known they are
among your target audience. In the U.S., a lipstick
brand was launched using a British model. Among
those who recognized her, communication, enjoyment and purchase intent were much stronger.

(12262)

This is likely to be driven by campaigns where par-

What are the benefits of celebrity-based campaigns?

Millward Brown August 2007

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Definitely would buy/

probably would buy for
the price of $4.97

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Didnt recognise

Finally, you need to understand how well the celebrity fits with the brand, or with where you want to
take the brand. When the celebrity is perceived to be
appropriate, communication can be enhanced.

74
56

The right fit celebrity can enhance communication

However, less than a quarter of the audience recognized her, severely limiting the effectiveness of the
campaign.

Find celebrity
appropriate
%

Enjoyment of ad

Like celebrity

Quite enjoy

34

Wont mind

38

48

Wont enjoy much

11

29

Wont enjoy at all

20

3.42

2.37

What are the benefits of celebrity-based campaigns?

21

40

24
14

19
35
30
18
26

In addition, there is the risk of the celebrity becoming the hero of the ad, drowning out the brand. But
experience suggests that this is more an issue of ad
structure than the fame of the celebrity. Testimonial
ads, for example, with their clear focus on the brand,
tend not to suffer this problem. But the celebrity
needs to come across as likeable and genuine, or
the endorsement may lack credibility.

Likeability of a celebrity can significantly impact on emotional response

13

51

Moving with the times

30
40

41
21

42

27

21

56

Taste great/delicious

20

Unlike, say, an animated character, celebrities are

human, and subject to human failings. Which means
there are a number of ways in which a celebrity could
become a liability to the brand. These are discussed
in our Point of View paper, Celebrity Power: Is Less
More?.

While it isnt essential for a celebrity to be liked, this

can have a significant impact on emotional response
to an ad.

Enjoy a lot

61
60

31

Difference

Potential pitfalls

Are they liked?

No
%

Are new and different

Create tasty meals without effort
Are high quality

There may be merits to running a campaign which

works even if the celebrity is not recognized; but it
is useful to be clear how important the celebrity is in
your campaign.

Yes
%

41

61

Ideal for everyday meals

Combination of different textures

59

68

Suitable for the whole family

Conversely, advertising can make celebrities. In the

U.K., Halifax bank used staff members in its ads
one of whom, Howard Brown, became a celebrity in
his own right. Also in the U.K., the Gold Blend coffee campaign of the 1990s created a long running
series, following the slow build of a romance. When
the couple first kissed, it made the front page of The
Sun, the biggest selling U.K. newspaper.

Dont find
celebrity
appropriate
%

79

Are made from natural products

Mean score: (+5 to +1)

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What do they represent?

Those who recognised her expressed stronger purchase intent

Recognised

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Alternatively, the celebrity may just be a poor choice.

In the U.K., two ads were tested for a brand. They had
identical scripts, but one featured a genuine former
pop star, while the other featured an actor playing
the part of an old pop star. The version with the actor
was preferred. The celebrity was considered inappropriate, and weakened the credibility of the ad.

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The celebrity weakened credibility

What was put accross about the brand was believable
With
Celebrity
%

Without
Celebrity
%

UK
average
%

27

26

Agree strongly

27

Agree slightly

28

44

36

Neither/nor

16

15

19

Disagree slightly

14

10

Disagree strongly

13

Mean score: (+5 to +1)

3.43

3.77

3.60

Base

(99)

(108)

(>278 ads)

Using a celebrity, then, does not guarantee success.

This is not to say that celebrities should not be used;
celebrity-based campaigns have been, and will continue to be, successful. But care needs to be exercised over who is used, and how they are used.

Knowledge Points are drawn from the Millward Brown Knowledge Bank,
consisting of our databases of 50,000 brand reports and 40,000 ads, as well
as 1,000 case studies, 700 conference papers and magazine articles, and
250 Learnings documents.

www.millwardbrown.com

What are the benefits of celebrity-based campaigns?

Millward Brown August 2007