I need a playbook to give guidance on how consumer brands sign and use celebrities for influencer marketing. Approached via management or publicist? How much should they be paid? What should be included in the agreement for deliverables? What should the celebrity do on behalf of the brand? What shouldn’t they do? What channels, tactics, and frequency make sense?
From what I’ve learned from my colleague Sam, celebrity does not necessarily equal influence. Real influence is the ability to drive decisions and sales, and a lot of time micro influencers can be more effective, and more affordable. (see this post on types of influencers: The 6 Types of Influencers and How To Identify Them)
As well, Sam mentioned that paying influencers isn’t necessarily the best way to work with them, but rather to engage them and get creative with ways you can help each other (e.g. produce unique content) to benefit both their audience and yours.
Thanks, Robert. In this instance, I need specifics on hiring celebrities. I like the idea of “helping each other” versus pay, but that probably is not applicable in this category at this level.
Siim,
I found this link yesterday, and it is very helpful…but I still wonder if there are any specific nuances to hiring athletes or celebrities as influencers. Any insights?