Tasked with making important celebrity partnership decisions? Don’t act before reading the Spotted Quarterly Report on Q2 2018! This report will tell you what you need to know about the trends, themes, and opportunities shaping the sector’s immediate future.
Get your full copy of the Spotted Quarterly Report here and read our high-level executive summary below.
Don’t approach celebrity-based decisions lightly.
Every single thing a celebrity does influences how consumers perceive them: whether they get involved in a scandal or mishap, star in a blockbuster film, retire from their profession, or have a very public, messy divorce… The list goes on.
Now more than ever, amplified by the power of social media, the way a celebrity is perceived can change at the drop of a hat. This also means that every single thing that your existing or potential celebrity spokespeople and partners do influences how consumers may come to perceive your brand. And you need to stay vigilant.
With celebrity risk and brand vigilance top of mind, the idea of celebrity perception — and the impact it can have on a brand — is featured prominently in Spotted’s quarterly report on Q2 2018. In order to tell a larger story, we approached this idea from three distinct angles:
- Celebrity Scandals
- Celebrity Mental Health
- Celebrity Causes and Associations
Spotted’s findings on controversial figures like Kanye West show that consumers can only take so much before beginning to abandon them — with ongoing negative press leading to truly damaged consumer perception.
On the other side of the coin, we found that consumers view celebrities such as Demi Lovato and Kid Cudi — who have spoken very openly about mental health issues and struggles with addiction — in a more positive light knowing that they are being open, honest, and authentic. Overall, the celebrities we surveyed on were viewed more positively across attributes such as Relatability, Likability, and Trustworthiness. Brands who have been quick to dismiss working with celebrities who openly discuss mental health issues and addiction in the past may want to rethink their approach.
Similarly, our findings show that consumers display increased positive sentiment towards celebrities who are cause-driven — specifically those who support the #MeToo and #TimesUp movements. Overall, our findings here point to a need for brands to better understand how the causes and political movements celebrities associate themselves with can be perceived differently by its target customers.
Surrounding this narrative on consumer perception of celebrities and how it can impact brand partners, Spotted has included never-before-seen insights including:
- High-level analysis on twelve celebrity campaigns and partnerships announced or launched in Q2 2018
- The celebrities who saw the most and the least social growth and momentum
- How consumers respond more favorably to celebrity campaigns that speak directly to them and use a celebrity that better represents their lifestyle
All of the findings within this report point to one singular notion: celebrity-based decisions can no longer be approached lightly. These are some of the most high impact but also high risk decisions a brand can make. When selecting celebrities for partnership, you must take on a rigorous, data-driven mindset and better understand how associating yourself with a celebrity can come to alter the way your brand is perceived by consumers.
Digiday features findings from the Spotted Quarterly Report in new story.
Excitingly enough, Digiday featured data from the Spotted Quarterly Report in a new article published today! Read the full story, “Survey shows celebrities sharing #MeToo stories see boost in marketing credibility,” by talented marketing reporter, Kerry Flynn.
Get your copy of the Spotted Quarterly Report!
We hope you enjoy the Spotted Quarterly Report on Q2 2018 and find value in the data, research, and strategic insight provided. Our hope is that you feel more well-equipped to tackle your celebrity strategies in Q3 and the year ahead.
What’re you waiting for? Get your copy now!