Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "celebrity"
- There I was covering the trial for Ad Age when I received a call from Mark Weiner asking if I wanted to know how much it was worth to brands.
- Plenty of conservatives insist LGBTQ people are everywhere in the media. Yet GLAAD finds that only 3% of ads in its national sample include LGBTQ representation.
- Jenna Ortega is the highest-earning star from the new Netflix horror comedy hit series, potentially earning almost $79,000 per sponsored Instagram post, according to NewCasinos, which finds and compares new casinos.
- Retail Media Networks (RMNs) have added new inventory, targeting, sales and measurement opportunities...and headaches, to the digital ad market. Kim, who manages media buying for Mindshare CPG clients, maps the terrain. How are the RMNs from Walmart, Target, Kroger, etc. plugging into existing infrastructures, offering new and difference metrics of success, creating new challenges for marketing teams?
- Cadillac skews more heavy to multicultural buyers than other brands, so a lot of its overall marketing plan has that emphasis. The brand's partnership with Regina King, Diddy and Spike Lee give a clear indication of how important it is for the brand to connect authentically with multicultural customers. Not everyone can hire a-list stars and give Diddy a car but there are key takeaways that Alexis Kerr, head of multicultural marketing at Cadillac, shares to help other brands activate on a smaller scale.
- The importance of cultural connection points in advertising still holds true to build upon the equity in any established consumer relationship. Lexus 0to60 was created to illustrate how "performance" could create greater affinity within the Black consumer mindset for the Lexus brand.
- How does a new film attract the attention of moviegoers when it's competing with a franchise that garnered more than one BILLION dollars at the box office? Lionsgate Films had to contend with just that when they released their murder mystery "Knives Out" on the same Thanksgiving weekend as "Frozen 2". Not only that, they're also both family-friendly films competing for much of the same audience. Their solution? A "gamified transmedia" experience. In partnership with AvatarLabs, Lionsgate created puzzles for fans to solve using the "Knives Out" marketing materials; including its trailer, posters and red carpet events. Each puzzle was coordinated with the film's paid creative, where participants could find clues to the mysteries. Each solved mystery earned entry into the $250,000 grand prize sweepstakes. To kick off the promotion they scripted a custom shot trailer with talent, created an Instagram story and launched an interactive campaign hub that drove fans to every element of the larger marketing campaign. For maximum impact, they ran instant-win prizes to further incentivize people to enter. They offered an array of puzzles and difficulty levels to engage with a broader audience through a variety of touch points and platforms, while also leveraging publicity opportunities for cast participation.
- How does a legendary Southern city change long-ingrained stereotypes? The Atlanta Convention & Visitors Bureau (ACVB) met that challenge head on with a social-first campaign. The destination marketing organization sought to reshape the city's brand identity through local ambassadors, influencers and targeted social content by leaning heavily into destination assets and content themes that align with the interests of its target audience, the "creative class".
- Samsung agency Starcom went to NBC with an idea that the network rejected but it came back with an even better one: Let Jimmy Fallon film an entire episode of "The Tonight Show" on the phone.
- Social content was not just the name of the game as Kabam delivered movie-themed content to Marvel Contest of Champions with the launch of two in-game events per film.
- Firing the celebrity endorser isn't the only corrective action available to brands, according to a study.
- Research revealed the many nuanced ways that today's youth understand fame, the value they place on honest influencers, and the lessons brands can borrow to create influence on their own.
- No prizes for guessing who was the most searched for personality on Google this year. "The Telegraph" reveals that Meghan Markle, the Duchess of Sussex, topped UK searches, but the Royal Wedding was beaten to the most searched-for event by The World Cup.
- To be relevant again, the brand had to get back to what it stood for when it was at its best. Col. Sanders was front and center, whether it was the bucket, the restaurant or the advertising.
- According to the latest research from Global Web Index 60% of internet users are "Celebrity Networkers," meaning they follow celebrities on social media platforms, Netimperative reports
- Ingraham's "positive" sentiment declined from 53% of her overall consumer perception the week before her tweet to 33% in the week following it, according to data provided to "Research Intelligencer" by celebrity data and research firm Spotted. By comparison, most other Fox News personalities' "positive" sentiment was either flat or improved, with the exception of Shepard Smith, who declined marginally.
- As celebrity and its built-in social influence become central to brand differentiation, how do you build new brands from the bottom-up with star power in mind?Executive Director Leonard Brody shares what CAA-aligned brand incubator Caravan has learned about using a legacy of talent management to find white space in the products market, include celebrities as co-founders and then use that combination to build new brands.
