Celebrity endorsements have been a time-honored marketing strategy for decades. But as the marketplace changes and social media begins to create its own stars, Companies are finding that the advantage of a celebrity endorsement is fading. And, signing a celebrity these days also involves risk that they could do something detrimental to the brand (Michael Vick? Tiger Woods?).Enter the Internet and YouTube. And as social media has boomed in our new digital economy, causing people to go to friends and acquaintances for advice instead of traditional spokespeople, advertising and other one-way messaging. (See Katers17 do a Mountain Dew video for Pepsi)
And Enter after that, HitViews, a three-year-old agency that finds and manages internet video talent for use promoting big-brand companies. Instead of scripting commercials, the companies “hire” the stars to do their own thing and somehow involve the product in whatever that “thing” is. Most of these webvideo stars can quickly turn out videos that are seen by their hundreds of thousands of subscribers within a few short days.
Huge clients like Pepsi and Ford are doing it. They are not worried, for now, about how to measure results from the campaigns, though they all say they love the traffic it generates to their sites. It also allows them to appear more hip to potential younger buyers, who they are all trying to attract.
For the Full Story, on MarketWatch, click here.