TARGET AUDIENCE, CELEBRITY ENDORSEMENTS AND SHOCK ADVERTISING

 

PSYCHOGRAPHICS

• MAINSTREAMERS
• ASPIRERS 
• SUCCEEDERS
• RESIGNED
• EXPLORERS
• STRUGGLERS
• REFORMERS

CELEBRITY ENDORSEMENT AND INFLUENCER MARKETING

WHAT IS THE PURPOSE OF CELEBRITY ENDORSEMENT?

• TARGET DEMOGRAPHIC - CLASS, GENDER, AGE ETC.
• GEOGRAPHICS - GEOGRAPHICAL STATUS
• PSYCHOGRAPHICS - PERSONALITY, LIFESTYLE, VALUES ETC.

HISTORY OF CELEBRITY ENDORSEMENT

• 1950s DORIS DAY HARVESTER ROAD ROLLING EQUIPMENT
• 1970S COKE ADVERT WITH PEPSI CHALLENGE (1975) ADVERT 1979 JOE GREENE
• 1980S CO-BRANDING MICHAEL JORDAN NIKES (1984) AIR JORDANS - MORE HANDS-ON APPROACH FROM THE CELEBRITY
• 1990S RISE OF TECHNOLOGY AND NICHE MARKETING SHAPED ADVERTISING - A TRIBE CALLED QUEST AND SPRITE
• 2000S INFLUENCER MARKETING - RUNNING DIALOGUE, MORE INTERACTIONS (ZOELLA, KSI, LIZA KOSHY)
• 2017 KENDALL JENNER PEPSI AD - SHE CAN JUST STOP POLICE BRUTALITY - TRIVIALISES URGENCY AND MINIMISES THE ISSUE

CELEBRITY ENDORSEMENT

BLACK OPIUM - YVES ST. LAURENT

Endorsed by Zoe Kravitz

1. WHY WERE THEY CHOSEN? ZOE KRAVITZ WAS CHOSEN FIRST BECAUSE SHE'S A MODEL - SHE'S THE TYPE OF CELEBRITY USUALLY USED TO ADVERTISE PERFUME. MEMBERS OF GENERATION Z AS WELL AS MILLENNIALS WILL RECOGNISE HER - I RECOGNISE HER AS AN ACTRESS AND MODEL (AS WELL AS BEING THE DAUGHTER OF LENNY KRAVITZ). I BELIEVE THE PSYCHOGRAPHIC CATEGORY THE TARGET AUDIENCE FITS INTO IS ASPIRERS, AND SOCIAL GRADE B. 
2. WHAT WAS THE AIM OF THE ADVERTISEMENT? TO SELL A PERFUME TO YOUNG ADULT/ADULT WOMEN. IT DEPICTS A DARK AND INTRIGUING NIGHT LIFE.
3. WAS IT EFFECTIVE IN ITS USE OF THE CELEBRITY? YES - SHE'S EYECATCHING AND FITS THE TONE OF THE ADVERT/THE TARGET AUDIENCE

INFLUENCER MARKETING

SHOCK ADVERTISING

BENETTON - AQUARIUS CAMPAIGN, UNHATE - VATICAN SUING YOU

PEACE, COMING TOGETHER DESPITE DIFFERENCES - PROMOTE LOVE OVER HATE

ROAD SAFETY PSA - THE BOY WHO DIDN'T STOP, LOOK AND LISTEN