This may show my age and only make sense to women my age, but to this day, when I think of Lancôme, I still think of Isabella Rossellini. Something about the resonance of her classic beauty still compels me to buy their products – turns out even a marketing veteran can still be a marketer’s dream. And whenever I see Brooke Shields, I still hear “nothing gets between me and my Calvin’s” in my head. Picking the right celebrity to represent your brand can be incredibly powerful – it builds brand passion and makes your brand relatable and personal. I’m not a sports nut by any means…but who doesn’t think about Nike and that iconic dunk when they see Michael Jordan? You get the idea…when it works, it works.
In the NetBase Insight Composer, we have a “People” word cloud showing the individuals associated with a brand or topic, and sometimes our clients use that to pick a celebrity spokesperson or to see if the one they selected is resonating. Super Bowl time is when the “People” word cloud is the most populated, but this word cloud is always fun to analyze. So for this month’s installment of the Brand Passion Index, we looked at seven top celebrities and the brands they represent to see what social consumers have to say about them: Jessica Simpson for Weight Watchers, Jennifer Hudson for Weight Watchers, Beyoncé for Pepsi, Brad Pitt for Chanel No. 5, Ashton Kutcher for Nikon, William Shatner for Priceline, and Jennifer Aniston for Smartwater.
In the graphic above, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.
Beyoncé generated the largest share of buzz for the seven celebrities with 47% of the overall chatter, as well as the highest Passion Intensity score (76) and a mid-range Net Sentiment score (29). Online consumers chatted about her endorsement of Pepsi, revealing that they not only love the pairing of the two, but also the commercials and print ads.
Despite only generating 2% of the buzz, Jennifer Aniston reigned supreme with the most social consumer love; she had the highest Net Sentiment score (65) and a Passion Intensity of 46. Verbatim surfaced about Aniston, as it related to Smartwater, revealed that online consumers appreciated the refreshing and funny tone in Aniston’s commercials.
And on the (unfortunately) more negative side of things, Aniston’s former husband, Brad Pitt, received ridicule for his short-lived stint as Chanel No. 5’s celebrity endorser. Pitt had the second highest share of buzz with 32% of the overall chatter, but generated the second lowest Net Sentiment score (-7) and a Passion Intensity of 44. Social media users ranted about his monologue-style commercial and how uncomfortable it made them feel.
Finally, for most disliked endorsement, Jennifer Hudson for Weight Watchers took the cake. She generated the lowest Net Sentiment score (-12) as well as the lowest Passion Intensity score (16). Conversations showed that online consumers feel inundated by Weight Watchers commercials featuring Hudson, and have grown tired of her endorsements.
So who’s your favorite celebrity spokesperson? Let me know in the comments!
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