In his iconic music video for That’s What I Want, rapper Lil Nas X ripped a Durex condom wrapper open with his teeth, creating a branding moment that forever tied his name to the Durex brand. This collaboration, along with a social media campaign to promote Sexual Health Awareness Month, generated massive reach and ongoing engagement for Durex.
This is the kind of success brands dream of. However, while celebrity partnerships can offer unmatched exposure, they aren’t always the right choice for every campaign. Brands must carefully evaluate whether a celebrity influencer aligns with their goals.
Here’s how to maximize the impact of collaborating with celebrity influencers:
Celebrity influencers offer mass awareness, massive follower counts, and the potential for organic press and social media buzz. However, their services come at a premium. Celebrities often prefer fewer, more meaningful brand partnerships rather than one-off deals.
If your goal is to maximize views or ROI, traditional influencers might be more cost-effective. But for brands seeking to make a bold statement, celebrities remain an excellent choice—if approached thoughtfully.
Celebrities have a strong sense of their personal brand and expect creative autonomy. Be open to their ideas and direction to ensure authenticity.
Example: When BEN partnered with Cardi B for VUSH, her decision to feature the product herself in her music video drove 69 million YouTube views in 30 days, resulting in significant media buzz and sales.
Celebrities value impact and meaningful collaborations. Multi-channel campaigns or ambassadorships that align with their passions are ideal.
Example: BEN facilitated a partnership between HP and Saweetie, involving TikTok videos, social campaigns, and a laptop donation to a charity. This extended collaboration benefited both the brand and the celebrity.
Celebrity collaborations often involve shifting timelines and last-minute changes due to their busy schedules. Brands should be prepared to adapt while maintaining clear communication.
If the desired celebrity isn’t available, explore lookalike talent with similar demographics or aesthetics. Sometimes, these options are more cost-effective and equally impactful.
Pro Tip: BEN’s AI technology helps brands identify alternative influencers that align with their target audience, ensuring successful partnerships even if initial plans change.
Despite the higher costs and unique challenges, celebrity partnerships can create unforgettable moments for brands. By leveraging their influence, brands can drive cultural conversations, amplify reach, and elevate their public profile.
When executed well, collaborations with household names can generate organic media coverage, social buzz, and long-term brand awareness.
Ready to explore celebrity partnerships? BENlabs is here to guide your brand to success.
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