What Is It?
The benefits of a celebrity’s endorsement and involvement are clear to brands. But partnering with a celebrity is an important decision – one that should be guided by sound research.
CelebFluence is based on a comprehensive research model that helps us identify celebrity talent who will best represent a particular brand to generate positive consumer and media buzz. The final product includes a talent’s bio, awareness score, online and offline presence and sentiment rating, and a summary of recent articles where the celebrity was present.
What are the benefits
Evaluates talent on multiple levels, not just gut instinct
Provides hard data on appeal and influence of talent
Takes into account “mediability,” as well as consumer awareness and perceptions
Adjusts immediately to evaluate talent after major casting news, life scandal, etc.
- Celebrity bio
- Current/past endorsements
- Verified social media channels
Media Volume and Sentiment
A split of traditional/social evaluation of media volume and sentiment for a 90-day period
- Awareness assessment via image, name recognition
- Brand-centric celebrity attributes across eight key metrics: appeal, aspiration, awareness, breakthrough, endorsement, influence, trendsetter and trust
- Ability to segment data by key demographic filters, including market, age, gender and income level
HOW IT WORKS
Leveraging our extensive knowledge, experience and network of industry
relationships, we provide a seamless celebrity experience at a significant cost savings.
Our methodology starts with a social media audit to highlight the owned social channels (Twitter, Facebook, blogs, etc.) for each celebrity, as well as a social conversation scan to determine how much buzz each celebrity generates. This social conversation is analyzed for topics and sentiment to provide a rich understanding of how each celebrity is perceived.
We audit traditional media – both TV and print, as well as their online counterparts – to determine the volume and sentiment of coverage generated during the past 90 days.
We overlay our research with key data points from the Celebrity DBI to quantify consumer awareness and perceptions about each celebrity. The Celebrity DBI is an independent index that provides a systematic approach for quantifying and qualifying the use of celebrities in marketing campaigns by evaluating a celebrity’s relevance to a brand’s image, target demographic and influence on consumer buying behavior.
- advertising, marketing and
public relations campaigns
- performance bookings
- speaking engagements
- special event appearances