It’s no secret that celebrities can be hugely influential.
With a plethora of magazines dedicated to following their every move, their fashion choices can have a huge impact on everyday consumers’ buying habits and can provide your brand with an implicit endorsement which would otherwise require huge financial investment.
The power of celebrity trends to dictate consumer shopping habits presents a valuable opportunity for brands in the performance marketing channel. Having a publisher base promoting on your behalf allows you to significantly expand your reach and aligning yourself with celebrity trends can present the perfect opportunity to both capitalise on and accelerate this expansion.
For this to work effectively, you need to keep a close eye on what celebrities are wearing and how this correlates with your product lines. Perhaps a celebrity has been seen in an item you stock? Or maybe you offer an affordable version of a celebrity trend? These are the opportunities you should look out for and move quickly when they occur.
Once you’ve identified such an opportunity, it’s key that you let your publishers know as soon as possible so they can promote it to their user base. To help them do this, you’ll need to make sure you provide them with all the necessary materials. As well as the standard resources such as deeplinks to product pages, materials such as high resolution images and video are also valuable to publishers.
The second approach you can take is to capitalise on the sites which already publish relevant content. There are a wealth of fashion bloggers and journalists who are already publishing editorial on celebrity trends and who you can recruit as publishers. This avenue is one which has opened significantly in the last few months with the increased use of augmented reality apps which allow offline content to be scanned and monetised via mobile.
Brands who manage to successfully capitalise on these celebrity trends often see fantastic results; it’s not unusual to see these campaigns go viral and for product lines to sell out completely. By ensuring you are driving this activity forwards, you can build brand awareness, gain new customers, and form new relationships with valuable long tail publishers.
Julie Wood, Head of Publishers | Webgains