Thank you to BRITA for supporting this episode: https://ownyourthing.brita.net/en-AU
In this episode, we discuss the perceived value of celebrity endorsements, how brands have had to adapt this strategy to the social media era, and attempt to answer the question: does Gen Z even respond to celebrity endorsements? Or is this marketing strategy better left in the past?
Timestamps:
00:00 Intro
2:08 Sponsor ad-read: BRITA
3:02 Why we have celebrity endorsements & ambassadors
9:03 Gen Z sentiment toward celebrity endorsement & ambassadors
9:40 Negative perception of celebrity endorsements
12:50 Positive perception of celebrity endorsements
18:16 How the industry has adapted to new-age ambassadorships
20:10 The impact of watchdog accounts on celebrity marketing
21:54 Celebrity ambassadors as missing-driven marketing
22:39 BRITA x Millie Bobby Brown
23:47 Brands utilising humour
24:46 Brands using celebrities for world-building
27:40 Conclusion
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