While watching The September Issue, Grace Coddington made a statement that Anna Wintour, the editor-in-chief of American Vogue, “saw the celebrity thing before everyone else did”. The celebrity thing she is referring to is that fact that she used a celebrity on the cover of the magazine rather than a model and copies sold exceedingly well.
Celebrity endorsements have been around since the late 1800s, but a recent study by Advertising Age has indicated that celebrities no longer help sell a brand. In fact, it seems that from the past year, celebrity ads actually did worse than a non-celebrity ad.
So what’s going on? Do we simply not care about what celebrity is hawking certain products, or are the wrong celebrities being picked? To be honest, I’m not going to eat pistachios now just because Snooki does. But perhaps we’re not seeing the bigger picture here.
No longer are people inclined to buy a product just because Taylor Swift says she uses it. Consumers don’t believe it because we know they’re just getting paid to say it. Consumers are smarter than we think. Last night during the Golden Globes Red Carpet Pre-Show did anyone notice how many times Reebok Easytones were mentioned? I don’t think that was coincidental.
Apparently, the Nike commercial featuring Tiger Woods was the worst celebrity endorsement. Not surprising. The ad had somewhat of a good idea, but using Tiger when everyone knew what was going on in his personal life was not a successful choice at that time.
Now celebrities are tweeting about their favourite brands, and getting paid to do so. It’s predicted that some celebrities can get up to $20,000 for just one tweet! Just looking through a few of the people I follow on twitter, I easily found so many celebrities who are namedropping, and probably getting paid very well.
Nicole Richie tweeted, “On my way to do The Talk! Wearing a YSL top, Winter Kate “Sloane” pants, & House of Harlow pumps & jewelry”, P Diddy tweeted, “Say it straight, simple, and with a smile” -the tag on my yogi tea” and Khloe Kardashian tweeted, “Kardashian Kollection for Sears!!!! What! What!!!!! LOL”.
So what does the future hold for celebrity endorsements? Only time will tell.