In a time where influencer culture means that anyone can sway their followers’ purchasing behaviour, some people think that hiring an A-list actor, a Billboard-charting singer, or a popular athlete has become an outdated marketing strategy. After all, why pay someone millions of dollars when you can tap various influencers to promote your brand for less? However, if you choose the right person to be the face of your brand, not only will you enjoy boosted exposure and reach, but it also helps to build credibility and trust, which can turn into consistent and profitable results for your business. 

Since one-sixth of worldwide internet users age 16 to 34 find brands through celebrity endorsements, finding the best person to be the face of your marketing campaign should be a priority. Whether it’s Michael Jordan wearing Nike shoes or Beyonce drinking a Pepsi, it’s a fact that having a famous person endorse a service or a product can result in increased sales. Here’s how to make the most of star power by choosing the right celebrity for your brand.

Consider Their Audience

If you’ve been given a huge budget for your marketing campaign, it’s likely that you’d consider asking some of the most talked about celebrities today, such as Jenna Ortega or Kendall Jenner to be your endorser. However, you need to consider if their existing audience or fans make up a huge part of your target demographic. Otherwise, your campaign could come across as inauthentic, which could hurt both the celebrity and your brand’s reputation. 

For example, if you’re selling a sports drink, someone like Zendaya or Charli XCX, no matter how famous they are, won’t be a good fit for your campaign. However, if you go through a list of current baseball stars and legendary players, you’ll see that offering Shohei Ohtani, Aaron Judge, or Ronald Acuna Jr. an endorsement deal makes a lot of sense since any of these top-ranked professional baseball players can help you connect with the consumers that you want to reach. 

Study Their Previous Endorsements

One way to know if a celebrity is an effective endorser is to study their previous brand deals and endorsements. You’ll need to find out if their inclusion in the campaign created success for the business that they’ve signed with, and if the endorsement was viewed in a positive light by target audiences. Some of the brands that certainly did their homework in 2024 are Gucci, Alo Yoga, Fred Jewelry, and Laneige. These companies offer different products in varying price ranges, but they hired the same celebrity to be the face of their brand, and that person is Kim Seokjin, a member of Grammy-nominated boyband BTS.

Many brands have seen the success of BTS as endorsers, and one notable example of their starpower is evidenced by their previous partnership with McDonald’s. After the fastfood chain teamed up with the boyband for the BTS Meal, their worldwide sales increased by 41 percent in the 2nd quarter of 2021. The meal also caused sales of their McNuggets to skyrocket, with the daily average sales increasing by 250 percent in the four weeks after the launch. 

BTS is currently on hiatus as most of them are enlisted in the Korean army for their mandatory service, but Seokjin was discharged in June 2024 since he was the first among the seven members to enlist. In August, both Gucci and Fred Jewelry named the K-pop star as a brand ambassador, with Laneige following in September, and Alo Yoga in October. The first three brands reported massive sales and even sold out items since their respective campaign debuts, and Alo Yoga’s ambassador announcement generated $3.6 million in media exposure in just 24 hours.  

See if Their Interests and Values Align with Your Brand

Another way to choose the perfect celebrity endorser is to see if their interests and values align with your brand. Know what they’re passionate about, and see if you support the same causes. This creates authenticity for your marketing campaign, and being authentic can draw in consumers and make them want to try your products or services. Finally, check if the celebrity you’re looking to sign a deal with has good values and demonstrates professional behaviour. You don’t want to get stuck with a person who doesn’t show up for major events, or someone who refuses to do the bare minimum to endorse your products. 

Choosing the right celebrity to be the face of your brand can benefit your business. Consider these tips if you want to add some star power to your marketing campaign, and enjoy enhanced credibility, emotional connection, and trust from your target audience.