Celebrity Campaign Digest - Ugg, Puma, Hilton

Celebrity Campaign Digest: Puma partners with Adriana Lima, Hilton taps Anna Kendrick & UGG goes high fashion with Adwoa Aboah

Celebrity Campaign Digest provides Spotted’s high-level assessment of some of the best and worst new celebrity campaigns and partnerships from the world of brand marketing.

This week, we take a look at new brand-celebrity partnerships from Puma, Hilton and UGG. Let’s dive in!


Spotted Methodology & Key Terms

Here are the four components of Spotted’s rich, nuanced celebrity research used to provide our high-level assessment of brand-celebrity partnerships for Celebrity Campaign Digest:

  • Risk Assessment: Incorporating more than 60 risk factors, measures how risky a celebrity partner is and factors the recency, frequency and severity of risk and the celebrity’s ability to recover from risk.
  • Personality Assessment: Analyzes more than 200 celebrity personality and voice traits to ensure a strong alignment with your brand traits and values.
  • Consumer Approval: Measures the overall favorable feeling that a consumer has towards a particular celebrity, based upon core attributes including Trustworthiness, Authenticity, Likability and Relatability.
  • Audience Match™: Measures the overlap between the celebrity’s audience and their brand endorser’s audience, incorporating a variety of audience variables including gender, age, household income and geographic location.

Puma finds a new brand ambassador in supermodel Adriana Lima

Puma recently announced that Brazilian supermodel Adriana Lima is its newest female brand ambassador, joining the likes of Cara Delevingne and Selena Gomez. According to Footwear News, Puma signed a long-term deal with Lima.

Puma shared in a statement: “Adriana Lima is a fantastic mom, a role model to millions and a real badass. If you’ve never seen her train, you are missing out. How else would she stay in shape to headline those fashion shows? It’s thanks to her relentless and hardcore training regimen. From runway to gym, from high fashion to sports — she is the real deal.”

See below for Spotted’s high-level assessment.

spotted celebrity campaign digest puma adriana lima


Hilton taps Anna Kendrick for its first-ever celebrity campaign

Hilton recently debuted its new “Expect Better. Expect Hilton” campaign, featuring actress and singer Anna Kendrick. The campaign, which includes TV ads, six-second videos, radio spots and digital content, is Hilton’s first time employing a celebrity for its marketing.

See below for Spotted’s high-level assessment.

spotted celebrity campaign digest hilton anna kendrick


UGG goes high fashion for its 40th anniversary with supermodel Adwoa Aboah

To mark the 40th anniversary of UGG, the footwear brand is tapping a slew of new brand ambassadors, which will be announced throughout October. First on UGG’s list is model Adwoa Aboah.

See below for Spotted’s high-level assessment.

spotted celebrity campaign digest ugg adwoa aboah


Ready to take a deeper dive?

The high-level assessments above only make up a small fraction of the Spotted offering. Visit our website to reach out, request more information, and assess the fit between your brand and a particular celebrity.

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