Posted by Marcy Walsh, from the TheLivingstonBuzz.
Last week, Justin Bieber, the 16 year old Canadian singer who has adolescent girls and their mothers in hysteria worldwide, tweeted about his experience on Air New Zealand, our client. More than 600 people retweeted his tweet, according to Twitter Search. And likely more than 100,000 people received the message that Air New Zealand is a great airline to fly. Rob Fyfe, Air New Zealand CEO, responded to the tweet, and the conversation was heard around the world.
Named Airline of the Year, Air New Zealand’s excellent customer service, not endorsement fees, gets the credit for this gift that keeps on giving. But there’s no question that celebrities can raise the profile of your brand rapidly in social circles.
A celebrity certainly can raise your brand’s profile positively or negatively (Celebrity Endorsement Hits and Misses is a good primer) very quickly in all mediums. But with social communities, the ability to connect to your brand through a celebrity on a more personal level provides great opportunities. Last year, for example, Shaquille O’Neal announced via Twitter his endorsement deal with Enlyten, an electrolyte strip brand. Instantly he started a conversation about the brand with 2+ million fans and followers who wanted to hear what he had to say.
To read tips for wisely choosing a celebrity (or not) to represent your brand in social circles visit The Buzz Bin.