The way to bend the rules, apparently, is to bring together all the hottest vine, instagram and twitter influencers and put them in a music video and then turns that into a commercial. I thought using influencers was the way to save money, since they don't usually cost all that much. Go figure.
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Who told you influencers don't cost a lot? Let me tell you Kidsleepy, these kids are smart. They know their market value and charge accordingly.
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PermalinkThe ones we've worked with were cheap. Maybe some of the top tier ones are crazy money but yeah, not so much. The big brands I worked with looked at social influencers as a way to save money over real celebrity talent. Internet Famous is cheaper than Real Famous.
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PermalinkThey also serve as both "media" as well as "talent" because each one of them will brag about it on the channels they are influential in. Basically a shortcut into e-popularity, which they need as that ad wasn't very interesting on its own. With such a nice physical feature you'd think they could get a little creative.
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PermalinkI just question the idea of using internet famous talent when we won't remember who they are in a year. I'm not really a fan of borrowed interest but if you're going to do it, might as well do it correctly.
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PermalinkCelebs or e-celebs make no difference to me, it's all borrowed interest and relies too heavily on people knowing who the celeb is. You're targeting sports fans, they will probably know who (insert famous player) is, but non-sports fans don't. In the end we're selling a product, and celeb-ads spend too much time selling the celeb. This computer can flip the screen 360 degrees, this is an awesome feature. Why aren't we talking about that instead?
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Permalink"Testimonials by celebrities are below average in their ability to change brand preference. Viewers guess that the celebrity has been bought, and they are right. Ultimately, viewers have a way of remembering the celebrity while forgetting the product." - Ogilvy on Advertising (1983)
I'm not sure that human nature has changed very much in the intervening thirty years since this was written. But Dabitch makes a very good point - when you buy these 'internet famous' people you're also buying into their twitter followers, instagram likes and vine subscribers too.
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