I recently wrote an article where I said you should *probably* use celebrities in your advertising.
It makes for greater cut through – up to 50% higher recognition, added credibility and authority.
But, as with everything, there’s a catch. And that catch is brand safety.
As we’ve seen with US YouTube brand influencer Logan Paul (an American idiot who shoots inane prank videos but then made the appalling decision to show a hanging body in a Japanese suicide forest) and, closer to home, accusations against prominent actor Craig McLaghlan, huge brand damage can be done if the celebrity gets into hot water.
Is it worth the risk? Probably.
What these celebrity brand disasters demonstrate is you have to be aware of what can go wrong and protect your brand as much as possible.
Tread carefully when working with celebrities. The value can be there, but so can the risk.
Cheers
