At this stage, the new generation of star chasing has penetrated into all aspects. The fact that most brand owners have to face is that young people no longer only look at celebrities’ works, and can no longer reach a consensus with them only by relying on a single celebrity endorsement strategy in the past.
From “work” to “people” – the evolution of the underlying logic Starchaser
past Starchaser fans, mostly from the works began. Fans feel the resonance of value from the work and then project it to the star who created the work, which leads to idolatry based on the association of the work. The idol is established because of the work.
At this stage, actors and singers with good works and high reputation are favored by brands. Among them, the most successful use of celebrity marketing is undoubtedly the brand represented by Pepsi-Cola.
From Leslie Cheung in the 1980s, to Aaron Kwok and Faye Wong in the 1990s, to Jolin Tsai, F4, Jay Chou, etc. since the beginning of the century, Pepsi under the superstar endorsement strategy has gradually become the consumption choice of every generation of young people in China.
The stars shine now. Behind every idol popular by fans is a “star world”. This world is a more three-dimensional description of the idol itself—not limited to their works, but also includes their quality of life and social platforms. Image, even the tiny details in life.
From the association of works to the omni-directional value resonance, this change also directly broke the traditional star marketing pattern of endorsement. Exploring the changes in Pepsi’s spokesperson strategy may provide some ideas for how current brands can better connect consumers with the charm of “artists”.
Anti-fragmentation spread – finding the best contacts
different from the past, consumers now have a great deal of access to information, they walk between the pieces of media information, build awareness of all aspects of the idol.
Faced with a complex and diverse fragmented communication environment, brands want to achieve stronger value resonance through celebrity endorsements. It is obvious that everything is half the result. A good solution is to
connect the characteristics of a certain circle of celebrities and find the best touch. Click and hit.
At the end of each year, when the cultural and entertainment festival gathers, the top stars from all walks of life are on the red carpet. At the same time, the brand is actively taking advantage of the momentum to find the best marketing contacts.
On the evening of December 20, 2020, the “2020 Tencent Video Starlight Awards” sponsored by Pepsi-Cola was held in Nanjing, bringing together a small half of the entertainment industry. Among them, Li Xian, who has continuously contributed high-quality works in recent years, won the honorary title of “Quality Artist of the Year 2020” at the Starlight Awards Gala. At the scene, Li Xian also promoted the Pepsi New Year marketing drama for the first time as a Pepsi spokesperson, continuing the consistent style of “movie bloggers” and arousing more expectations from fans and the public.
Along the way, Li Xian has always maintained a working attitude of not forgetting his original aspiration and going all-out, which is in line with the spirit of “Love Full of Love” advocated by Pepsi. This endorsement marketing, with the highlight moment of the Star Star Awards as the marketing touch point, naturally combines the celebrity characteristics and brand propositions, while also accumulating public attention.
Finding the greatest common divisor between celebrity characteristics, brand propositions, and public attention is never a simple process of addition, subtraction, multiplication, and division. It tests the brand’s experience precipitation and marketing intuition. The best touch points vary from person to person.
In the social age, everyone loves to follow celebrities’ social accounts, and their every move is extremely topical and discussing. As the spokesperson of Pepsi, Deng Ziqi often actively publishes the bits and pieces of life on social media platforms and often shares original content related to Pepsi. The celebrity spokesperson who loves to share, the natural and easy brand content, and the traffic accumulated on the social platform, organically combine the three to complete the centralized dissemination of brand information.
In cooperation with Yang Yang, another spokesperson, Pepsi focused on highlighting the super high “nationality” of the spokesperson. With his sunny and confident image and well-known excellent works, Yang Yang has won the love of fans of all ages, which is perfect for the communication of Pepsi’s daily dining scene. On the dining table, Yang Yang said “Is there Pepsi?”, which not only brought out the product role of “Food goes with Pepsi”, but also integrated Yang Yang’s nationality to the right degree.
“I am in the Stars”-Integration into the Value Resonance Field
Compared with the post-80s and post-90s star-chasing environment, the development of the Internet has given a new generation of young people the opportunity to participate in the growth of idols throughout the process. In this long process of “cultivation”, young people not only accompany their idols to grow into a better look step by step, but also use idols as “mirrors” to draw strength from them to move forward. Fans and idols are no longer the relationship of looking up and being looked up to, but a tacit understanding of values.
What the brand has to do is to resonate with the fans’ psychology, continue to provide a stage for the growth of spokespersons, jointly achieve better idols, and integrate into the value resonance field between fans and idols.
The endorsement cooperation between Pepsi and Wang Jiaer has provided the industry with an idea worthy of reference. In 2017, Wang Jiaer completed his first solo in the Mainland with a song “Generation 2” in the “Pepsi Campus Strongest Voice” National Finals, and used the influence of Pepsi brand IP to drive more people’s awareness; In 2019, Wang Jiaer and Deng Ziqi collaborated to create a new commercial song “Love Is Together” for Pepsi and shoot the MV, reflecting the strong music value label of the spokesperson; in the same year, the two attended the 2019 “Pepsi Campus Best” as a judge. In the finals of “Strong Voice”, Wang Jiaer’s transformation and growth from singing guest to judge status are obvious to all fans and brands. At the same time, Pepsi also continued to support Wang Jiaer’s participation in various competition shows, such as “Hot-Blood Street Dance Troupe” and “This is the Original”.
In recent years, Wang Jiaer has established an all-round image by virtue of his outstanding performance in music, dance, hosting and other fields, and his popularity and word-of-mouth have both risen. It has also further spread the positive brand energy of “go all out for the people and things you love”. Fans of Wang Jiaer also follow the example power of idols. During the epidemic, under the call of idols, they actively contributed their own strength to compatriots in the epidemic area and became a classic case of transmitting positive energy with idols.
As more post-00s become the main force of star chasers and enter the public eye, issues related to the correct values of young people have also been lifted to a higher level, and have received more and more attention from the society.
How to give full play to the role model power of spokespersons to make positive guidance is the basic element and the ultimate goal for brands to consider when determining celebrity endorsement strategies. From the endorsement cooperation of the all-round artist Wang Jiaer and the new spokesperson Li Xian, it is not difficult to find that Pepsi’s choice of spokespersons pays special attention to the value exploration of “people”. The brand value proposition of internal drive.
This column is planned and produced by the marketing department of this journal.