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

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