Contents
- What is a testimonial?
- Differences between testimonial and ambassador advertising
- Advantages of using testimonials
- Disadvantages of testimonials
- How to choose a celebrity for advertising?
What is a testimonial?
A testimonial is a form of advertising that involves celebrities — from artists and athletes to politicians and bloggers. Their popularity and authority serve as a powerful tool for promoting products and services. For example, in 2019, testimonials accounted for 15% of all television advertising. In ads, it is common to see actors, TV hosts, musicians, and other famous individuals becoming the face of the brand.
Recently, actress Marina Alexandrov and comedian Azamat Musagaliev played the roles of special agents in a commercial for "Megafon," where they fought for "MegaPowers" — the beneficial features and terms of the operator's tariffs. Bloggers also actively participate in testimonials, integrating brand advertising into their content, mentioning products in their stories or video blogs.
For instance, journalist Nadezhda Strelets promoted the cosmetic brand Manly PRO on her YouTube channel, emphasizing her positive experience with the product.
Differences between testimonial and ambassador advertising
Despite their similarities, testimonials and ambassador advertising have their distinctions. A brand ambassador is more involved in promoting the business. They sign a long-term contract, actively promote products to their followers, and participate in various events. Unlike an ambassador, who cannot work with competitors, a testimonial is limited to one or several advertising activities, such as shooting a commercial.
Actress Alexandra Bortich, for example, appeared in an advertisement for "Svyaznoy" as a regular participant rather than as an ambassador. In marketing context, there is also the term "testimonial" — a broader concept that implies the use of positive feedback about a product. Unlike testimonials, a testimonial can include reviews from regular consumers and experts, not just from celebrities.
Advantages of using testimonials
Advertising featuring celebrities is especially effective for companies offering everyday consumer goods, banking services, and premium products. Here are some key advantages:
- Consumer Engagement: A famous person attracts attention, increasing the likelihood that the audience will learn about the product.
- Building Trust: When a celebrity endorses a product, it creates a social proof effect, helping potential buyers trust the brand.
- Increased Sales: Consumers associate successful individuals with quality products, contributing to profit growth.
- Enhanced Brand Recognition: The involvement of celebrities in advertising attracts media attention and generates buzz around the company.
For example, the online magazine Elle published news that actress Charlize Theron starred in an advertisement for a hotel in Melbourne, significantly increasing its recognition.
Disadvantages of testimonials
However, testimonials also have their drawbacks:
- Reputational Risks: The image of a celebrity can negatively impact the brand's reputation in the event of a scandal or inappropriate behavior.
- Doubts about Authenticity: Consumers may not believe that the celebrity actually uses the product.
- High Costs: Advertising featuring famous people requires significant financial investment, which may not always be justified.
- Risk of "Overshadowing" the Brand: There is a chance that the audience's attention will focus on the celebrity rather than the product.
For instance, the Swiss watch manufacturer Tag Heuer ended its collaboration with Maria Sharapova after her doping scandal to avoid reputational damage.
How to choose a celebrity for advertising?
When selecting a celebrity, several factors need to be considered:
- Brand Alignment: The image of the personality should harmonize with the product and the company's values.
- Popularity: The celebrity should be well-known and recognizable to the target audience.
- Audience Perception: It is important to consider how the audience perceives the chosen personality; if they evoke negative emotions, it is better to choose another candidate.
Collaborating with stars, despite reputational risks, can bring significant benefits to the company if the selection process is approached carefully and consciously.