How many studies will it take to convince brands and agencies that, for the most part, consumers don't give a crap about their celebrity endorsement campaigns? In fact, using a celebrity actually detracts from whatever it is you are trying to accomplish with your campaigns.
This is especially true in the case of Millennials. According to a recent survey by Collective Bias, 70 percent of 18- to-34-year-olds prefer peer endorsements over celebrity endorsement. The survey was conducted in March among 14,000 U.S. consumers.
As for how these peer endorsements compare to "regular" forms of advertising, they pale in comparison. In the Collective Bias survey TV advertising ranked 7.4% followed by print at 4.7% and, yes, digital, at 4.5%. The study also revealed that 60% of respondents have taken a blog post or social media post viewed on a mobile device when making a purchase decision in-store.
Of course, Alloy Media + Marketing came to this very conclusion way back in 2006, as have many others over the years. Alas, no one seems to be listening. Kim Kardashian is very happy about that.
So, yeah, brands and agencies, save your money. Peer influencers are way cheaper than celebrities. Plus, it seems, they are far more effective.