Celebrity Endorsed Audiences

Introducing

CELEBRITY AUDIENCES

Real fans. For real.

REAL FANS. FOR REAL.STEP 1:Forget about Facebook Fans for one second

STEP 2:Try to remember the original definition of a fan*!

STEP 3:Now let’s go back to Facebook & social media and let’s see how we can use for real the real power of real fans

* A fan, sometimes also called supporter, is a person who is enthusiastically devoted to something, such as a band, a sports team, a book or entertainer (Source:

Wikipedia)

THE FACTS

A new media shape is out there! THE ORIGINAL DIGITAL CONTENT produced by ARTISTS & BANDS for their fans

A HUGE ENGAGEMENT at massive scale is not used yet in a structured way - like “traditional” digital marketing campaigns have to be - but as “special projects” only

THE AUDIENCE consuming the content in such a favorable context is not used by brands yet

THE REASON Use the endorsement factor to

amplify the effect of media and PR campaigns

Re-empower the concept of a fan Do you remember the original meaning of the word?

Capitalize on a new kind of media in the smartest and most efficient way possible

Improve the digital marketing KPIs: the organic reach of a artist’s Facebook page can be over 30%?

Build an alternative POWERFUL AUDIENCE in the current market context:

1 point of contact 1 ‘currency’ / rate card 1 measurement system 1 standard reporting 1 voice

THE CHALLENGE

THE PARTNERS

a)Hit Yourself Consulting: for putting together the 1st pool of BANDS & ARTISTS easy to work with - done

b) Quantix Research: for testing the audiences, run a live debate @ ICEEfest and test the idea - done

c)ThinkDigital: to coordinate and launch the project - as we speak ;)

Hit Yourself Consulting acts as a liaison between ARTISTS/BANDS and ADNETWORKS/AGENCIES/CLIENTS.

THE ACTUAL NETWORK of Hit Yourself Consulting & ThinkDigital consists in

12+ million duplicated FANS + related social media (YouTube, Instagram, Blogs) reached through:

20 artists (Alessia, Kamelia, Ellie White, Adrian Sina etc)

15 bands (Voltaj, Akcent, Hi-Q, Deepcentral, Radio Killer etc).

To start with…

REAL FANS. FOR REAL.

Quantix Research ran a survey using the Artists’ Facebook pages that are part of the project

• Quantitative study• Online (CAWI). May 22-28, 2014• Online questionnaire approx. 4 minutes long• Target: Facebook fans of 27 artists and

musical Romanian bands • 4.055 responses• Error statistical margin: +/- 1,5%

REAL FANS. FOR REAL.Structura esantionului

pe grupe de varsta

12-18 ani32%

19-2540%

26-3519%

35+9%

*** Ask your AM for the full report

KEY FINDINGS1. In a non-traditional medium, brands should communicate in a

non-traditional way. Messages must be tailored to context.

2. Brands that want to communicate on Facebook and on the other celebrity social media channels must be in harmony with the artist’s or band’s personality.

3. Commercial messages are accepted by fans. Brands that are involved in supporting artists are supporting them in their efforts, as well. Fans feel this and appreciate the involvement. “Pairing” these, increases favorability and can generate increased consumption intent.

*** Ask your AM for the full report

KEY FINDINGS

• Rejection rate is low, only 5% showing slight lack of trust in brands promoted by artists

• While 20% say this communication method is a good idea, up to 18% feel encouraged to try purchasing brands recommended by artists

Daca noi folosim anumite marci de produse (de ex. telefoane, masini, haine, bauturi, etc) care ne plac si ti le recomandam si tie, ce parere ai?

42.4%

20.8%

20.1%

18.2%

12.7%

3.7%

2.1%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Unele m-ar interesa, unele nu

O consider publicitate mascata

Pare o idee foarte buna

As fi curios sa incerc marcile respective

M-ar interesa sa stiu ce marci folositi

Nu as avea incredere in astfel de recomandari

As f i tentat sa resping acele marci

27% 12-18 y.o. segment

24% 12-18 y.o. segment

KEY FINDINGS

• Fans expect brands to support artists’ activities, 53% of them consider this as being a normal phenomenon

• 42% are positive in regards to the involvement of brands, and appreciate them for supporting their favorite artists.

Cum percepi brandurile care sustin activitatea mea artistica?

4.8%

52.8%

42.3%

0% 10% 20% 30% 40% 50% 60%

Ma deranjeazaimplicarea lor

Mi se pare un lucrunormal

Apreciez implicarea lor 46% 12-18 y.o. segment44% women

KEY FINDINGSCat de respingator sau atractiv ti s-ar parea sa apara mesaje

comerciale pentru anumite branduri, pe pagina mea de Facebook?

8%

17%

60%

12%

2%

0% 10% 20% 30% 40% 50% 60% 70%

Foarte respingator

Respingator

Indiferent

Atragator

Foarte atragator18%12-18 y.o. segment

Indifference Can make a Difference!

• Most fans are relatively indifferent in regards to seeing commercial messages on their favorite artists’ Facebook pages

• 14% perceive commercial messages as being appealing, while 25% tend to reject them. Young people are much more permissive.

KEY FINDINGS

• Men expect to find advice on gadgets, auto/motorcycle and beverages

• Women have expectations particularly in regards to fashion and leisure venues

La ce categorii de produse sau servicii ai vrea sa vezi recomandari din partea mea / noastra?

56.5%

46.0%

43.0%

37.6%

18.3%

16.7%

15.1%

12.5%

10.4%

2.9%

0% 10% 20% 30% 40% 50% 60%

Muzica si accesorii

Fashion

Locuri de petrecere timp liber (restaurante, puburi, cluburi)

Gadget-uri (telefoane, tablete, electronice,etc)

Auto / moto

Telefonie

Bauturi

Alimente

La nimic

Servicii bancare

51% 26-35 y.o. segment, 49% on 35+ y.o.

51% 12-18 y.o. segment

42% 12-18 y.o. segment

24% on 35+ y.o.

60% on 35+ y.o.

KEY FINDINGS

• Artists’ fans can become consumers of the brands they recommend. There is significant amount of influence that artists can exert on their fans

• 61% show favorability towards trying the brands used or recommended by artists, especially among young people in the age groups of 12 to 18 and above 35 years old

Daca vezi o marca folosita de un artist preferat, esti dispus(a) sa o folosesti si tu?

9.4

29.5

49.1

12.0

0 10 20 30 40 50 60

Nu, deloc

Nu prea

Da, in mica masura

Da, in mare masura 69% for 12-18 y.o.63% for girl/women

KEY FINDINGS

• Most artists’ page visitors claim that they wouldn’t mind seeing between 1 and 5 commercial messages on their artists’ Facebook pages

• More than 25% are open to as many commercial messages as the artist wants to post (especially in the age groups 12-18 and over 35 years)

Cate postari care ar contine mesaje comerciale, recomandarile sau opiniile mele legate de anumite produse sau branduri ai fi dispus sa vezi pe pagina mea de Facebook, intr-o saptamana?

18.3

45.9

9.3

1.4

25.1

0 10 20 30 40 50

Niciunul

1-5

6-10

11-20

Oricate

22% 26-35 y.o. segment, 24% men

49% 19-25 y.o. segment

So meet…

The ProductReal fans. For real.

THE CHANNELS

56%

44% WomenMen

FACEBOOKINSTAGRAMTWITTERYOUTUBEBLOGS

TOP CELEBRITIES ON FACEBOOK

*** Ask your AM for the full list

12+ millionFacebook Fans(duplicated)

TOP CELEBRITIES ON INSTAGRAM

*** Ask your AM for the full list

72KInstagram Followers

(duplicated)

TOP CELEBRITIES ON TWITTER

*** Ask your AM for the full list

160KTwitter Followers

(duplicated)

TOP CELEBRITIES ON YOUTUBE

*** Ask your AM for the full list

100+ millionYouTube Views

(duplicated)

TOP CELEBRITIES BLOGS

*** Ask your AM for the full list

60KMonthly Unique Users

(duplicated)

> ENGAGE

THE RIGHT AUDIENCE using endorsed posts and content

> AMPLIFY

THE MESSAGE promoting the endorsed posts

> DRIVE

INTERACTION creating your own content-wise mix

CHOOSE THE PERFECT MIX

…LET THE MUSIC PLAY!rate-card and special offers:

sales-ro@thinkdigital.net