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Brands face a strategic choice: the controlled reliability of a brand mascot or the powerful but unpredictable impact of celebrity endorsers.
Both E-Score Celebrity and E-Score Character metrics allow brands to quantify consumer perceptions, assess risks, and strategically navigate the trade-off between control and star power impact. This dual-database approach empowers brands to identify ideal ambassadors that resonate and create a competitive advantage.
Celebrity Endorsers
Celebrities who simultaneously generate high endorsement potential and skepticism can still be effectively leveraged by brands that align their messaging carefully.
- Drake, Paris Hilton, Meghan Markle, and Kim Kardashian serve as potent yet polarizing branding vehicles. Each is capable of positive impact – but require strategic brand alignment to mitigate potential negative sentiment despite higher-than-average endorsement power.
Can Nostalgia Empower Character Value in Brand Partnerships?
Fictional characters and brand mascots offer consistent appeal, strong awareness, and nostalgic value – reducing the risks associated with celebrity endorsers whose relevance can fluctuate.
- Scooby-Doo’s strength lies in his multi-generational appeal, playful personality, nostalgic associations, and friendship. His universal recognition allows brands to effortlessly reach diverse audiences while leveraging his trusted, and likable image.
- The Pillsbury Doughboy is an iconic mascot – exceeding the mascot average by double-digits for awareness, appeal, and nostalgic charm. Instacart recently leveraged the Doughboy’s nostalgic appeal alongside other beloved mascots in their Super Bowl commercial to drive audience engagement.
Megan Thee Stallion IS “Mother Fitness”: A winning Blend of Celebrity as a Mascot
Creating a brand mascot around a popular celebrity combines star appeal and relatability, quickly capturing attention and building loyalty. Celebrity risks remain but the combination can make for a more stable and unique campaign.
- All-in-one appeal: The “Mother Fitness” persona transforms Megan Thee Stallion into a powerful brand mascot for Planet Fitness leveraging her passionate fan base, social media influence, and trendsetting status to drive deeper audience engagement and brand affinity.
- With Mother Fitness over-indexing by 10-points for “see more of,” the mascot is clearly resonating with consumers.
Celebrities and mascots create massive impacts on brands, both positive and negative. By leveraging E- Score’s comprehensive data on brands and celebrities, marketers can create strategic choices that turn challenges into opportunities for growth and success.
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E-Score: The only affordable, comprehensive, time tested dynamic research database of celebrities, brands, characters, and TV programs available in the marketplace.
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Our E-Score Platform gives you Trends, Endorsement & Fan Scores, Social Media Buzz, NPS and much more based on the product or products. When E-Score products are paired, advertisers, brands and the creative community own a powerful interface allowing them fine-tune their content and campaigns.
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