Celebrity Endorsers And The Question of Equity

The list of celebrity brand ambassadors have almost doubled in recent times but there seems to be mixed feelings in some quarters. While some feel that they have brought some verve to the brands they represent others believe that they are not worth the trouble in the first instance. AHMED BOULOR writes…

Over the years, Marketers have sought different ways to win customer preference in the ever evolving and challenging business sphere and they have found celebrity endorsements as a veritable tool which influences consumer purchasing decisions. 

The fact that celebrity endorsements can grant special attributes upon a product that it may have lacked otherwise cannot be overemphasized much so as the realm of the celebrity’s impact is confined to bestow a distinctive identity on the brand in question.

The celebrity or the model in most cases is seen as somebody with a particular set of attributes that will perfectly connect with the given brand in making the desired statement towards achieving a desired brand image that should sell a given brand.

He or she is that face representing the brand, the one person, character that represents the brand in a distinct way, with direct implication on the bottom line in volume and value terms.

An appropriately used celebrity can prove to be a massively powerful tool that magnifies the effect of a given campaign because of its ability to complement every other component in a bid to drive target market engagement.

Brands have been leveraging on celebrity appeal for a long time. Across categories, whether in products or services more and more brands bank on the mass appeal of celebrities. As soon as a known or new face ascends the popularity charts, brand specialists and advertisers queue up to have it splashed all over. 

Nollywood actress Genevieve Nnaji recently signed the dotted lines with telecommunications company Etisalat Nigeria, after weeks of negotiations. The mouthwatering deal will see her act as an ambassador for the brand.

Though details of the contract were not made public, Genevieve, according to the telecoms company is now an ambassador for one of their brands Etisalat EasyFlex – a product with targets only high value customers.

The movie star is expected to feature in the brand’s campaigns and activations along with another EasyFlex ambassador Hakeem Kae Kazim. She now joins other celebs such as Ice Prince, Olamide, Sasha and singer Seyi Shay who now call Etisalat home.

Fair skinned actor, Mike Ezuronye also recently pitched tents with telecoms giant, Airtel months after his deal with Globacom expired. The actor has been featured in Airtel's new thematic campaign 'Come Alive' which was unveiled in January 8^th 2014.

From experience, a brand markets performance is mostly determined by perception. It is common saying that perception is key, whether in the mind, eye, touch or feel and that is what sells the brand.

PepsiCo has created an indelible perception in the mind of its consumers over the years using celebrity endorsements as the bedrock of its advertising. In years past, Pepsi has used and continues to use a number of celebrities for general market and targeted advertising international celebrities such as Mary J Bligge, the late Michael Jackson, Shaquille O’Neal and Busta Rhymes have all been part of Pepsi’s targeted campaigns.

When scores of youths see Wizkid’s Pepsi billboard it delivers a certain effect; one that inspires a generation of talented and aspiring musicians in the waiting. The image also brings to mind the many hit songs, awards and achievement Wizkid has been able to amass in such as short time in his career.

The same can also be said of Mavin Records songstress, Tiwa Savage whose endorsement by Pepsi has swelled her bank account while her billboards adorn strategic locations in Lagos and some campuses in the south west.

Comic actor and lecturer at the Adeniran Ogunsanya College of Education, Hafiz Oyetoro popularly known as Saka bid poverty goodbye with his shocking crossover to MTN from Etisalat in a deal said to be worth N20million.

Oyetoro now leads a major advertising campaign to drive MTN’s network portability initiative by Nigerian Communications Commission. His startling appearance on MTN’s ‘I don port’ advert may be touted as a good one in some quarters while some believe that it is a below-the-belt attack on Etisalat.

Other notable celebrities who have bagged mouthwatering endorsements from brands include: Banky W (Etisalat and Samsung), Omawumi (Konga.com and Mortein insecticide) 2face (Airtel), Stephanie Okereke (Kanekalon), Kate Henshaw (Onga), Don Jazzy (Loya Milk), Davido, Nkem Owoh, Patience Ozokwor and Joseph Benjamin (MTN), Segun Arinze, Omotola Jalade-Ekeinde and Ini Edo (Hollandia), P Square, Funke Akindele, Basketmouth and Van Vicker (Glo) to mention a few.  

But despite the ever growing list of brand ambassadors which has almost doubled in recent times, some close watchers are of the opinion that they have not really brought the proportionate equity to the brands they represent. While many believe that brand ambassadors otherwise known as celebrity endorsers have added value to their brands others simply sum up that their efforts are not worth the trouble after all.

It should also be noted that celebrities alone do not guarantee success as consumers seem to understand the intricacies involved. They have realised that celebrities are being paid a lot of money for endorsements and this knowledge make them cynical about celebrity endorsers.

Commenting on brand ambassadors and the impact they have on the various brands they represent, brand expert, Adeola Odunowo of Curve Communications said: “I personally feel the various celebrities representing different brands in recent past have hardly added to the brand equity because the celebrities themselves still need communication skill to integrate into the brand architecture of the company and add value.

“It is the totality of a celebrity’s style, personality and carriage that contributes to the equity of a brand. We are yet to have true celebrity’s in this part of the world, sorry but what we in Nigeria now is famous individuals who are still thriving to improve living standards like everyday people , so the brands are seen way ahead of the celebrities they want to help project them,” he added.

However, Brand/PR Strategist, Rasheed Bolarinwa has a different opinion; he thinks celebrity endorsers performed above average: “It has been largely above average in recent times and the answer may not be a resounding yes, but some impacts have been made and some brands are enjoying the mileage they now get from celebrity endorsements”.

Odunowo finally posits that brands should concentrate more on the addition of experiential value to the celebrities which is more than just giving them fat cheques because that way the brands are able to tailor the celebrity to fit the brand style, which means companies have to spend more in exploiting the talents and potentials embedded in celebrities to the good of their brand image else no real equity is contributed.