Only 11% of consumers associate celebrities with brands, points out TroianoBranding.
A survey conducted by TroianoBranding in partnership with Brazil Panels shows that only 11% of Brazilians can relate celebrities to the brands they advertise. The study, which interviewed 2,300 people across the country, raises the question: is the high investment that companies are making in their spokespersons really effective?
“It is not up to us to say whether this 11% figure is high or low, but rather to present this number. However, I must say that such a low figure surprised us. This reinforces the challenge of attracting and retaining consumer attention in a world where stimuli come from many different media: radio, TV, internet, social networks, etc.”, says Jaime Troiano, president of TroianoBranding.
In the survey, each interviewee was exposed to ten celebrities, with name and photo, randomly chosen from the total list of 27 names. For each of the personalities, the participant had the name of 15 brands, among which one or more are supported by that personality. The survey only took celebrities into account, excluding digital influencers.
The survey also shows the celebrities with the highest connection rates. Among them are singer Iza, actress Marina Ruy Barbosa, and presenters Fátima Bernardes, Tiago Leifert and Marcos Mion. Even in these cases, the participants’ ability to relate the celebrity and the brand did not exceed 21%.
In another part of the survey, TroianoBranding only considered the results of people who said they knew the celebrities featured: in this case, the ability to relate the poster boy with the brand rose to 16%. Within this part, the most recognized celebrities were chef Alex Atala, tennis player Bia Haddad, singer Iza, actress Camila Queiroz and former BBB Gil do Vigor.
“Among the conclusions we reached with the research is the importance of identity, the ‘fit’ of the brand with the choice of celebrity to endorse or represent it. This decision should not be made based on specific opportunities. In the case of Alex Atala, one of the inferences that can be made is the fact that he represents brands that have a strong relationship with his area of activity”, comments Troiano.
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