Maximizing a Celebrity Appearance for Your Brand

At RockOrange we represent a wide variety of clients – from large consumer brands to newly launching lifestyle businesses. With such a diverse group of clients, we always have to stay ahead of the game and keep a strong pulse on the practice of matching companies with the right strategic partners or celebrity ambassadors to drive awareness for corporate initiatives, be it product launches, red carpet events, non-profit programs or social media campaigns.

It is well known the power that a positive partnership or celebrity endorsement can have on your brand. But as a publicist, the glitz and glamour and perception of spontaneity that appears in the final coverage, doesn’t quite represent the less than sexy work that has transpired behind the scenes.

Recently, RockOrange had the pleasure of being able to promote the very lovely Jennifer Lopez as she was a recent guest of our client, Casa de Campo Resort & Villas in the Dominican Republic. She performed her very first concert in the country at the historic Altos de Chavón Amphitheater, and also brought along her children and new boyfriend, former New York Yankee, Alex Rodriguez. Her ageless beauty, tremendous talent and genuine graciousness were reflected in the photos and footage, but in and of themselves, those images and photos only go so far. It takes a rock solid plan, fresh ideas and a lot of work before, during and following the events to generate the right coverage for your clients.

With that, we thought we’d share a glimpse behind the curtain at some of the steps and a few tips on how we minimized missteps and maximized this celebrity appearance:

  • Be prepared: In advance of the celebrity’s arrival, pre-write a statement and social posts that you can send out immediately following. Have your media list ready and an editor on standby to refine any photos or footage. You want to lead the conversation, so time is of the essence. With proper planning, you should be able to quickly make minor changes to your statement, and send it out with a few clean images and footage. (Biggest reminder: DO NOT over-edit or add music to the footage. Leave the ambient noise.)
  • Know your team: When things are moving fast, or if you are based remotely from the appearance, you need to be able to trust in your partners. Have your core team identified and roles clearly defined. (A shout out to our fabulous partners at Casa de Campo!)
  • Make it easy for the celebrity: No one likes to have his or her time wasted. Pre-walk the path where the celebrity will walk. Know your entry and exit spots. Make sure they are able to quickly and easily get to their locations, without anything blocking the way. In the moment, they will be looking to you for guidance and confidence.
  • Know your end goal: Pre-determine what your ideal coverage looks like. Seed the outlets you want to be in and give them first access, or provide it to the outlet with your house cameras. Determine what your ideal coverage/image of the celebrity looks like. You want them to be shot in the perfect lighting with your brand represented in the background. Sometimes, this means kindly coercing the celebrity to stand or be somewhere they may not want to be. Politely stand your ground, know what you need to achieve, and make it happen.
  • Find things you can control: If the appearances don’t go as planned, find other ways to tell the story. What was the celebrity wearing? Who were they with? Where did they dine before or after the appearance? Stay focused on the goal of getting your brand image weaved throughout.
  • Integrate your brand message: Ensure that statements and visuals (photos and videos) reflect your brand integrity, likeness and/or name. But unless you are the president or owner of the brand, the focus is not on you. This is business and not friendship, so no cameos please.

So, how did this checklist work for us?

Our RockOrange Rockstars generated a little over one (1) billion media impressions and 250 million social media impressions off of Jennifer Lopez’s arrival to the island, groundbreaking first concert, visit and accommodations at Casa de Campo, and a philanthropic appearance with one of the resort’s local charity partners. By pitching stories that ranged from the aforementioned events to what she was wearing and details of the luxury resort, we secured over 350 placements in ten countries in media outlets ranging from Vogue and Architecture Digest to Entertainment Tonight and Telemundo.

We hope these few insights help guide your celebrity experiences to provide the best return on investment for your brand.

 


RockOrange is a fully integrated communications agency made up of a diverse group of collaborators who are passionate about building brands. We don’t just follow trends, we set them. We take solid, fresh ideas and turn them into value for the companies we work with. We see problems as opportunities, provide strategic leadership and never lose sight of our clients’ goals. 

 

 

FRESH IDEAS: U.S. HISPANIC Trends Edition

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Contributed by Carolina Cepeda Vigoya

 

Welcome to our weekly “FRESH IDEAS” post.

Had a busy week and feeling a little lost around water cooler banter? We’ve got you covered. Once a week, we’ll share some of our favorite brand stunts and announcements, trending topics, tech news, and social media buzz that stand out from the herd.

Saw something awesome that we should have included? Share it in the comments section below!

BUZZ REPORT

4.3.17 – 4.7.17

U.S. HISPANIC TRENDS

University of California’s Elotero Now Takes Venmo

PayPal owned app Venmo has grown immensely in the last years, reaching a record high when users transferred $1 billion in 2016.

Hijinio Camacho owns an elotero (food cart with an umbrella) just outside of UCSB where he has served Mexican treats for around 20 years. Recently, gave students the option to pay him using Venmo. His hard work has created a solid clientele, where the UCSB Latinx student body has helped grow his business. The university was also named a Hispanic Serving Institution in 2015 for being a campus that have more than a 25% Latino student body.

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PayPal Expands to LatAm

The transaction platform recently expanded to Nicaragua, Dominican Republic, and Argentina. The payment service aims to extend to these countries to boost e-commerce.

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Amazon Prime Launches in Mexico

For 449 pesos ($23), Mexicans can now have the [Prime] unlimited free shipping service delivered to their doors. This is good news for the market, since Amazon is LatAm’s second largest company with sales expecting to hit $6 million by 2018.

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Batanga Media Rebrands

The 50 million + social following digital media company dedicated to deliver content in English, Spanish and Portuguese just rebranded its name to Vix as a result of the effective and quick growth of the company.

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Marvel’s América Chávez

Marvel just released the first Latina Superhero. She’s 18 years old and also known as “Miss America,” who is an assistant at the University of Sotomayor and fights evil in between class periods. She’s also the first Hispanic superwoman to have her own comic and is to be a lesbian.

Marvel has been criticized for not being inclusive with female characters, which is the reason why América was created by story author Gabby Rivera and artist Joe Quinones.

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Toyota’s “Más Que Un Auto”

In celebration of their 10 year anniversary as the #1 automotive brand in the U.S. Hispanic Market, Conill Advertising created the “Mas Que Un Auto” campaign to highlight how users treat their cars like part of their family by giving them names. The campaign consisted on going to www.masqueunauto.com to order a car badge name to place on the car. In exchange for the free badge, Toyota wanted to know the story behind the name and shared them on social media with 5.5 million mentions and 98 million total impressions, being the highest user generated campaign in the history of the brand.

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Tide/Procter & Gamble’s #WashAwayLabels

The concept came during Hispanic Heritage Month and the campaign consisted on Hispanic consumers holding up shirts with negative Hispanic stereotypes. Then, Tide did its magic to washing the slurs away. The campaign has positive social media responses and took a stand for the Latin community.

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NFL’S “Feel the Orgullo”

Not quite the Super Bowl, but still very exciting. The NFL developed an online platform for the Telemundo documentary about Hispanic players and their participation in the league, as well as giving consumers a call to action to share their Hispanic pride on social media. They also increased their Hispanic community outreach by incorporating Spanish language materials to their childhood wellness program and honoring a Hispanic community leader $2,000 to the charity of his choice.

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Ford’s “Mi Tradición Hispana”

As a way to tap into the U.S. Hispanic crowd, Ford created the “Mi Tradición Hispana” aka “My Hispanic Tradition” to engage with the Latin community and encourage them to interact on social media. The car company also scored when they became the official partnered of the Copa America Centenario soccer tournament in 2016.

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DUH! WHY DIDN’T I THINK OF THAT? (DELICIOUS HISPANIC FOODS WE LOVE)

Arepas

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Elote

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Croquetas

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Ceviche

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