The Evolution of Influence: How Influencer and Celebrity Marketing is Thriving in the Digital Age
In today’s hyper-connected world, the power of social media and the power of the influencer has grown exponentially. The line between celebrity and influencer has blurred significantly, leaving room for brands to capitalize on the images and likenesses of a much larger pool of influential figures. Brands have capitalized on this phenomenon, leveraging influencers and celebrities to promote their products and services in innovative and impactful ways. Recent campaigns and events in the media offer fascinating insights into the ever-evolving landscape of influencer and celebrity marketing.
If there is one celebrity couple that we couldn’t get enough of this year, it’s Taylor Swift and Travis Kelce. Swift, who has been in the music business for about 18 years, has proven to be the pinnacle of celebrity – and brands are always itching to work with her. Kelce has played 10+ seasons with the Kansas City Chiefs, having played 2 Super Bowls.
Now, what happens when America’s most powerful figures in their fields get into a whirlwind relationship with each other? Well, as the kids say, they maximize their joint slay, and the couple has reached a completely new height of stardom.
Swift's countless appearances at football games has garnered mass media and public attention – with millions of people tuning in just to catch a glimpse of her on their screen. The public loves watching Swift cheer on her man – and the NFL loves it too.
Recently, Apex Marketing Group reported that Swift has generated a whopping $331 million for the Kansas City Chiefs and the NFL. Along with that, female viewership of these games rose around 10% from last season – all thanks to Swift’s likeness and her association with Kelce. Her game-day appearances generate tons of buzz, reaching entirely new audiences (the powerful Swfities) and entirely new generations of fans. The NFL has indirectly partnered with one of the most powerful women in the world. With her newfound love of football, Taylor is generating millions for the sports organization, creating the campaign of all campaigns. The general public is now tuning in to catch a glimpse of the singer, furthering the NFL’s reach and influence throughout the country.
These celebrity partnerships exist in every industry – food, music, sports, etc. The popular West Coast grocery store, Erewhon, is known for its organic and wildly expensive name-brand selections. The store has taken advantage of these partnerships and has worked with countless celebrities on their own popular health smoothies. These collaborations generate countless social media engagements, posts, and trends – with many users going to the store to specifically try these smoothies. Here’s a list of some collaborations you may have heard before:
Hailey Bieber’s Strawberry Glaze Smoothie
Bella Hadid Kinsicle Smoothie
Kourtney Kardashian’s Poosh Detox Potion Smoothie
Becky G’s Swirl-Chata Smoothie
Olivia Rodrigo’s Good For Your Guts Smoothie
And so on…
What makes these collaborations so smart is that it is mutually beneficial for both parties. Erewhon gets tons and tons of influencers, and probably teenagers who can’t afford them, coming to try these drinks. Along with that, each of these celebrity’s brands and images garner attention – making for a perfectly profitable collaboration.
In today’s age, social media is the pinnacle of digital marketing. By collaborating with massive celebrities and influencers, these brands are taking advantage of their influence and creating mutually beneficial partnerships that can rake in tons of profit. In an age of blurring the lines between influencer and celebrity, brands have moved in to profit off this dynamic – and we’re seeing how anything can be marketable when you throw a celebrity’s name on it!
Now, we hope you all catch a glimpse of Taylor at the Super Bowl while sipping on an $18 smoothie you found on TikTok!
