Publicação
Celebrity endorsement with music artists: the case study of fruut and universal music Portugal
| Resumo: | It is known that consumers are more and more immune to advertising as they are constantly bombarded with advertising in many formats. In addition, standing out is hard as many brands in the market offer similar products and share similar ideas. Moreover, internet and the wide availability of information has made customers more informed and demanding. Therefore, the need to find effective advertising strategies that truly impact people made brands become aware of what their customers interests are, whether these are places to be, causes to support or people (celebrities, influencers, etc). The key is to find passion points with their audience and use them to communicate and impact their audience. Celebrity endorsement has been used for years by brands as a way to effectively reach and bond with customers. By using people that are already loved or seen as a role model by the public, brands can achieve good placement in the minds of consumers, since people find the opinions of celebrities to be more trustworthy (Erdogan, 2001). Furthermore, associations transferred by celebrities are more powerful and deep (McCraken, 1989) and help building brand’s credibility and attractiveness (Mishra, 2015). The music industry is said to be the one with the highest number of fans, because everyone loves music and music is culture. Moreover, music artists are said to be the greatest influencers due to their reach and engagement on social media. Consequently, using music artists as endorsers can be a highly successful strategy for brands. In 2019, Fruut, a portuguese brand operating in the food sector, more specifically in the segment of healthy snacks, chose to use the portuguese music star, Diogo Piçarra, for an endorsement campaign. The purpose of the present case study is to explore the strategy, analyze its results and reflect on what could have been done to improve them. |
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| Autores principais: | Correia, Leonor David de Paiva Gardete |
| Assunto: | Brand Music Passion points Effective advertising Celebrity endorsement Marca Música Paixões Publicidade eficaz |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | It is known that consumers are more and more immune to advertising as they are constantly bombarded with advertising in many formats. In addition, standing out is hard as many brands in the market offer similar products and share similar ideas. Moreover, internet and the wide availability of information has made customers more informed and demanding. Therefore, the need to find effective advertising strategies that truly impact people made brands become aware of what their customers interests are, whether these are places to be, causes to support or people (celebrities, influencers, etc). The key is to find passion points with their audience and use them to communicate and impact their audience. Celebrity endorsement has been used for years by brands as a way to effectively reach and bond with customers. By using people that are already loved or seen as a role model by the public, brands can achieve good placement in the minds of consumers, since people find the opinions of celebrities to be more trustworthy (Erdogan, 2001). Furthermore, associations transferred by celebrities are more powerful and deep (McCraken, 1989) and help building brand’s credibility and attractiveness (Mishra, 2015). The music industry is said to be the one with the highest number of fans, because everyone loves music and music is culture. Moreover, music artists are said to be the greatest influencers due to their reach and engagement on social media. Consequently, using music artists as endorsers can be a highly successful strategy for brands. In 2019, Fruut, a portuguese brand operating in the food sector, more specifically in the segment of healthy snacks, chose to use the portuguese music star, Diogo Piçarra, for an endorsement campaign. The purpose of the present case study is to explore the strategy, analyze its results and reflect on what could have been done to improve them. |
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