How effective are testimonial campaigns?

Advertising with celebrities increases the buying effect and likeability of the brand. Andre Agassi and Steffi Graf for Wii U.The number of testimonial campaigns is steadily increasing: Since the last study published in October 2013, more than 100 campaigns featuring celebrities have been seen in Germany alone. In times of saturated markets and an almost unmanageable variety of functionally similar products with marginal differences in quality, celebrities are often used as drawing cards for an emotional charge and positioning of brands and products.In a recent study cpi Celebrity Performance and the respondi AG therefore took a close look at 16 current TV campaigns featuring celebrities (see Table 1). Whether it's tennis legends Steffi Graf and Andre Agassi playing with the Wii U console, crime scene star Jan Josef Liefers snacking on Ferrero Rocher, or Günther Netzer making a phone call to Otelo - the study analyzes the extent to which the advertised brands and products benefit from the celebrity in terms of aspects such as spot rating, purchase intention, quality impression, brand sympathy, or brand image.To analyze these aspects, an online survey was conducted among more than 2,000 people in the target group relevant to advertising.Celebrity influence on spot impactAcross all 16 spots, the celebrities have a positive influence on average on all eight spot impact dimensions analyzed. If the respective celebrity is recognized in the spot, consumers generally perceive the spot as more memorable (31% vs. 16%), more appropriate (31% vs. 21%), more comprehensible (45% vs. 29%) and more likeable (33% vs. 20%) than if the celebrity is not recognized.Celebrity influence on purchase intentionThe likelihood of a product being purchased by the respective celebrity brand ambassador was significantly increased.Celebrity influence on brand sympathyGünther Netzer had the greatest leverage effect on brand sympathy for the Otelo brand. He ensures that almost three times as many people state that they find the Otelo brand very likeable than if the ex-footballer is not perceived in the spot (12.9% vs. 4.7%).The entire study is available free of charge. Download available.Smart testimonial marketingThree basic "rules" must be observed in order to design effective testimonial campaigns:- Advertising impact potential: The celebrity used must have a high profile and a strong image in the target group. Only then can it increase the attention paid to a campaign and positively influence the target group in its attitudes (e.g. brand sympathy) and behavior (e.g. purchase intention).- Celebrity-brand fit: To exploit the advertising impact potential of a celebrity for the benefit of the advertised brand, an adequate fit between the perceived personality of the celebrity and the (targeted) brand image is also essential. Only then can the celebrity help to strengthen or reposition the brand in the desired way.- Celebrity product category fit: In addition, the celebrity must also be a credible ambassador for the product being advertised, because otherwise there is a risk of effect deflagration.