Gal Gadot’s ads for Reebok under its “Be More Human” campaign also hit the mark, coming eighth in the ranking and scoring 92.8. There is a very high correlation between the people Gadot influences and Reebok’s audience, and the brand has done well to hire her after searches and social media mentions of her peaked in March 2018 after she presented an Academy Award, according to Spotted.
When done right, products endorsed by, or named after, celebrities can pay back. Harvey Keitel, for example, helped U.K. insurance company Direct Line turn its business around when he started starring in its ads in 2014, as fixer Winston Wolf, reprising his well-known character from the movie “Pulp Fiction.”
Marketing director Mark Evans said that the company was suffering double-digit declines in 2013, and by 2016, it was growing at 31 percent, partly due to its celebrity marketing campaign.
“This is, by far, the single biggest most effective thing that we’ve done… What we’ve managed to do is take a really basic concept of a celebrity talking about product features and make it seem somewhat sort of epic and (into) much bigger storytelling,” he told CNBC on the phone.
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