We all know the influence that celebrities can have within the world of business, whether that’s promoting a product and sending it viral, or helping a brand to become known by millions of people across the globe.
In a recent TikTok video posted by ABC News Australia, we saw something that has now been aptly named “The Swift Effect”.
The story, shared by the popular Australian news channel, explained how Taylor Swift made an appearance at the NFL game on Monday 2nd October, and delved into just how much influence she has everywhere she goes.
@abcnewsaus *Taylor shows up* … *jersey prices up 400% overnight*. #TaylorSwift #TravisKelce #TaylorSwiftTravisKelce #Swiftie #SwiftieTikTok ♬ original sound - ABC News Australia
Viewership of teenage girls aged 12 to 17 spiked 53%, which was part of an increase of more than 2 million female viewers, according to an NBC Sports release. But this is just the TV views alone – it also caused online searches to skyrocket, and ticket resales for future games are also increasing.
For an already hugely popular event, these figures speak for themselves.
And it wasn’t just the “Swifties” that hauled in the extra views – it was also Taylor’s rumoured relationship with player Travis Kelce that had additional viewers tuning in, as well as an increase in sales of Travis Kelce’s jerseys.
In fact, since the rumour of their relationship began to spread online, his jersey sales spiked almost 400% the day after he appeared at the game.
So, why am I explaining all this to you? And why is it relevant?
This isn’t just a fun news story or a gossip about Taylor – it's actually an incredibly fascinating story that reflects the sheer power celebrities can have on audiences all around the world.
In fact, this story, and Taylor’s overall impact on audiences this year alone with her various sell out tours, has prompted academics to hold a conference in Australia to analyse Taylor’s economic and cultural impacts.
For businesses of all shapes and sizes that are looking to maximise their impact, increase awareness, and attract new customers, evidence clearly suggests that a celebrity ambassador can be the solution.
Even just having a celebrity appear at an event, perhaps to host a motivational talk or offer entertainment, could be all that your business needs to become a hot topic in your chosen market.
The trick here is understanding how to utilise celebrity talent, such as knowing the where and when, as well as ensuring you pick the right person. We always encourage finding an influencer or celebrity that can relate in some way to your vision and values – this makes for more meaningful collaborations between brands and celebrities, ultimately bringing in a more loyal following.
What are the benefits of celebrity endorsements?
I've covered off some of the benefits already, but to break it down:
1. Instant credibility
When a well-known celebrity associates themselves with a brand or product, it brings instant credibility and trust. Consumers tend to trust products that their favourite celebrities endorse. Celebrities often serve as a seal of approval, reassuring potential customers about the quality and authenticity of a product.
2. Expanding reach
One of the most significant advantages of celebrity endorsements is the ability to reach a vast and diverse audience. Celebrities have massive followings on various platforms, and their endorsement can introduce a brand to a whole new demographic.
3. Emotional connection
Celebrities are not just famous faces; they are admired and adored personalities. The emotional connection that consumers have with their favourite celebrities can be leveraged to create a deep connection with a brand. When consumers see a celebrity they love using a product, it can lead to an emotional attachment.
4. Enhanced visibility
With celebrities, your brand gets elevated visibility in the media and online. From magazine covers to social media posts, your brand can be front and centre in the public eye, making it easier to stand out in a crowded marketplace.
Celebrity talent to drive your business growth
The impact of celebrities is clear to see – one simple appearance at an event can put a business in front of thousands of pairs of eyes, making it a viral sensation almost overnight.
At Champions, we have access to a pool of celebrities and influencers from all different backgrounds and areas, giving businesses access to the perfect brand ambassador for their event, product launch, or anything else they need promoting.