The Science Of ... , Evergreen Content

Why we buy when Kanye West (or any other celeb) recommends a brand

Customers have stopped believing what brands say. They want the opinion of influencers they trust.

Andrew Ross

How did Nespresso book George Clooney?

And, in South Africa, how does Castle Lite afford someone such as Kanye West?

Pharrell Williams for Woolies, Usain Bolt for Telkom… the list of celebrities endorsing South African brands are getting longer each year.

Brand are increasingly struggling to connect with consumers and the role of celebrities is becoming vital to that connection.

The Money Show's Bruce Whitfield interviewed Andrew Ross of activations agency Chaos Theory about celebrity endorsement deals for his weekly “The Science Of” feature.

Scroll down for quotes from the audio below.

Pepsi has signed up Beyoncé for 20 years.

Andrew Ross

Standard Bank deliberately chooses to support teams as opposed to individual players.

Andrew Ross

You know George Clooney doesn’t drink Nespresso.

Andrew Ross

People don’t realise this is a commodity.

Andrew Ross

Bruce, you are a celebrity. Influencers are used around you to create content around your involvement. Influencers create advocates who buy the product and talk about it.

Andrew Ross

Click here (then“like” the page) to follow Bruce on Facebook.

Enter your email address in the form below to receive a newsletter containing the six most-read articles of the week from Bruce Whitfield’s The Money Show every Friday morning in your inbox.

Subscribe to our Business Wrap Newsletter

Article brought to us by Old Mutual.


Recommended

by NEWSROOM AI
Read More
You are dying – quite literally – for a paycheque

You are dying – quite literally – for a paycheque

Ian Mann on “Dying for a Paycheck: How Modern Management Harms Employee Health and Company Performance..." by Jeffrey Pfeffer.

Certainty for the mining sector… Aaaand it’s gone!

Certainty for the mining sector… Aaaand it’s gone!

Government is challenging a ruling on "always-empowered”. Paul Burkhardt (Bloomberg) and mining attorney Hulme Scholes comments.

Côte d'Ivoire… Wow. Just wow!

Côte d'Ivoire… Wow. Just wow!

Bruce Whitfield interviews Lee Kasumba, who is wrapping up her fact-finding mission in Côte d'Ivoire.

I still drive a 2000 Camry. I don’t like debt - Chris Schutte (Astral Foods CEO)

I still drive a 2000 Camry. I don’t like debt - Chris Schutte (Astral Foods CEO)

The Money Show’s Bruce Whitfield interviews Schutte about his attitude to money (hopes and fears, successes and failures, etc.).

Get the best bits of ‘The Money Show’ emailed to you daily, right after it ends

Get the best bits of ‘The Money Show’ emailed to you daily, right after it ends

Do you enjoy listening to Bruce Whitfield’s The Money Show, but miss it sometimes?

Who makes the best burgers in South Africa?

Who makes the best burgers in South Africa?

Andrew Ross, MD of Havas Sport and Entertainment, reveals the criteria for #burgerwars.

Popular articles
[WATCH] Grootes's take on why EFF silent on Dlamini's SABC interview

[WATCH] Grootes's take on why EFF silent on Dlamini's SABC interview

702 Afternoon Drive host Stephen Grootes's comment involves past dealings that involve EFF national chair, Advocate Dali Mpofu.

This is how much you should be paying your domestic worker

This is how much you should be paying your domestic worker

Stephen Rathai, director of employment standards at the Department of Labour talks on the new national minimum wage.

Madiba’s private secretary Zelda la Grange opens up about money (hers and his)

Madiba’s private secretary Zelda la Grange opens up about money (hers and his)

Bruce Whitfield interviews La Grange about her and Madiba's attitude to money (hopes and fears, successes and failures, etc.)

I was not introduced to Ajay Gupta - Grootes

I was not introduced to Ajay Gupta - Grootes

Stephen Grootes says he believes former Eskom CEO Brian Dames when said he was not formally introduced to the Gupta family.

Why the PAC wants South Africa renamed Azania

Why the PAC wants South Africa renamed Azania

Pan Africanist Congress's Narius Moloto explains why it supports the name Azania, a word which he says has Arabic origins.

Who is Advocate Tembeka Ngcukaitobi?

Who is Advocate Tembeka Ngcukaitobi?

The EFF lawyer stole the show during the state capture report court battle.

3 easy questions could bag you R2000!

3 easy questions could bag you R2000!

WIN R2000! But only if you can prove you're a whiz of the MTN Biz Quiz by answering the following three questions...