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All Saints show how to use celebrities to generate positive engagement around your brand
All Saints reveals how celebrity endorsement can successfully promote the lifestyle and aspirations associated with a particular brand and attract positive consumer engagement on a brand’s community page.
Many brands use celebrity endorsements to add an aspirational edge to their products. Through their recent Basement Sessions music festival, fashion retailer All Saints have gathered interviews from various artists, including Paloma Faith and Fatboy Slim. The videos are broadcast on YouTube as well as the All Saints official Facebook page. The artists discuss their personal and professional lives, but also make reference to All Saints, giving the retailer a greater aspirational dimension.
WaveMetrix analysis reveals that whilst most of the responses to the interviews focus on the artists themselves, the comments about the All Saints brand reflect a higher aspiration towards it than comments on other posts do. This shows that associating with celebrities and getting them to talk about your brand has a positive impact on consumers’ perceptions of the brand.
Most responses focus on the artists, but all discussion is highly positive:
- 70% of buzz focuses on the artists interviewed: Comments around the artists featured in the Basement Sessions interviews make up 70% of discussion, meaning buzz around brand and product represents only 30%. However, this can be perceived as a successful outcome for this strategy, if the positive engagement around the artists has a positive impact on discussion around the brand
The shared videos of interviews increase All Saints’ aspirational image:
- The interviews double the proportion of aspirational discussion: In response to the artist interviews, 19% of comments can be described as aspirational, where the consumer expresses the desire to lead a lifestyle associated with All Saints or own All Saints products. This proportion is almost double that attracted on other posts by All Saints, including posts about fashion collections or product campaigns. This shows that celebrity endorsement can successfully promote the lifestyle and aspirations associated with a particular brand