Celebrity testimonials can get high marks, but I've given up on that because readers remember the celebrity, forget the product, and, worse, think the celebrity is bribed, which is often the case. ——Ogilvy With the rise of a new generation of "traffic stars" in recent years, brands have increasingly used spokespersons as a means of bringing goods in the promotion process. After Wu Yifan endorsed Burberry, he seamlessly endorsed LV, which may be an important reason for the boost in sales of these two luxury goods in Asia;
Xiaomi, after Wu Yifan, brought in Wang Yuan for the launch of the Mi 9, and fans screamed for a while; The OPPO and VIVO blue-green factories that have always been good at using celebrity marketing have even used Lu Han, Yang Yang, Li Yifeng, Yang Mi, Di Lieba, TFboys and others... Although celebrity endorsements are so common nowadays, in fact, it was very early. In the past, many industry leaders questioned the role of spokespersons on brands.
"The conversion effect of celebrity ads is lower than average" Ogilvy, the well-known founder of Ogilvy & Mather, believes that celebrity ads are the best choice in advertising marketing. Ogilvy, who believes in data and research, found through research that celebrity ads are less effective than average in persuading people to buy products. He wrote in Ogilvy on Advertising: "Celebrity testimonials can get high marks, but I've given up on that,