Millennial-focused retailers find
right mobile match with celebrity Instagram takeovers
A growing number of
millennial-friendly retailers are handing over their social media accounts to
celebrities, who are providing a range of content in a bid to drive customer
engagement and attract new fans.
Brands such as Victoria’s Secret
and Express are tapping their spokesmodels and other social media-savvy mavens
to leverage the celebrities’ millions of followers and offer fun content in
line with the retailer’s image. Many retailers would be well-poised to leverage
this tactic, but must look at social media usage and mobile data for their
target demographics to make an informed decision of which celebrity to team up
with.
“Celebrities have influence and reach that can
transform the way consumers think about brands and how they purchase products,”
said Misha Talavera, chief marketing officer and co-founder of NeoReach, Palo
Alto, CA. “Partnering with celebrities is a powerful way for brands to expand
their customer base and increase their brand equity.
“In particular, social media
celebrities - who, according to a report by Variety, are more popular among
millennials than traditional celebrities - have been proven to drive huge
returns on investments,” he said.
“Although short-term strategies
can be extremely powerful, in particular for a new product or movie launch, we
at NeoReach have found that long-term partnerships between brands and
influencers foster more authentic relationships and content, and the brand
often pays a better price (eCPM).”
