The 'Best Live Act' campaign won Gold Award status through using a range of publicity methods, including charity links with Nordoff Robbins Music Therapy, and endorsement from a range of celebrities and companies.
So, I'd like to ask for your thoughts. What sort of campaign appeals to you? Would you prefer to be approached by your favourite celebrity figure to grab your attention? Or do you think you'd be more likely to listen to a good cause, such as a charity?
Some famous campaigns in the past have used a combination of celebrities and charity, like Children in Need, or Comic Relief. Does this appeal to you? And which other campaigns can you think of?
Let me know what you think and why, all answers are greatly appreciated!
I think that celebrity endorsement is really important when thinking about a campaign. It shows audiences that the company behind the campaign have thought carefully about what their target audience would want in order to gain maximum interest.
ReplyDeleteAlthough, I do feel that sponsorship plays a bigger role in campaigns. Charities tend to work better with sponsorship and it feels as though it is 'real' in a sense and that it is for a good cause. Sponsorship is generally free as well so surely it is better for the organisation wanting to implement this in their work.
I think in any ways (charity or celebrity) it works, the important factor is for it to be appropriate to the campaign and the people it aims.
ReplyDeletePersonally, I like both sorts of campaigns but I think mixing both is even better because it appeal both to people who are more about charity and to people who are more interested by the celebrity side (which might involve a music gig, a fashion show or any kind of show really) but in the end, the objective of the campaign stays the same.
One of the biggest campaign I could think of is Live 8 that gathered around 3 billions people around the matter of poverty, had many sponsors such as Nokia, AOL, BBC, O2, Band Aid Charitable Trust and obviously many artists to provide a giant concert.
Thanks for your comments!
ReplyDeleteI agree with your comment about audiences and sponsorship Steph. When a company picks a celebrity with a wide appeal to a certain group, it can make a massive impact on a campaign.
For example, Cheryl Cole from Girls Aloud is looked up to by a lot of teenage girls and young women, and is now the face of the massive beauty brand L'Oreal- guaranteeing a whole new target market.
I thought Live 8 was a great example Marion, it definitely managed to get maximum coverage across the world- whilst raising the profile of poverty-related charities.
Can anyone else think of any other campaigns that combined the two methods of promotion?
I would say that celebrity endorsement can be very effective. It regards to a non-for-profit organisation/charity it can also be a cost-efficient PR tool. There are many celebrities that wishes to get involved in these prosject, if not only to raise their own profile and recive positive media coverage. Even so, the charity will benefit as the celebrity most likely will donate their time free of charge!
ReplyDeleteOn the other hand, the organisation is certainly taking a risk when incorporating celebrity endorsement. Heider's Balance Theory provides good information on that.
Good luck!