celebrities
Dear celebrities: Please stop launching brands. Seriously, please stop.
If you absolutely must, please consider these five things first.
Are celebrities overused in advertising?
The use of celebrities is an increasingly popular and costly option for advertisers. But are brands getting a return on their investment?
Why Serena Williams was in two Super Bowl ads for alcohol brands
Brands have to make concessions when working with the world’s biggest stars.
Should brands distance themselves from ‘controversial’ celebrities?
Chinese consumers tend to turn themselves into brand representatives. So if companies abruptly terminate their partnerships with celebrities, shoppers feel betrayed by them.
Why China’s war on celebrities could actually benefit brands
Beijing's ongoing crackdown on celebrity and fan culture has seen brands searching for ambassadors who are less likely to attract controversy, such as subject matter experts, athletes, and mature influencers.
Why do some Chinese KOLs spur buzz but have no commercial impact?
Because posts containing only a combination of hashtags can be quite meaningless.
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