Celebrity Endorsement

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  • Audiences feel that adverts offer us an idea of the ‘us’ we could be if we acquired their product.
  • Celebrities offer role models, aspirational figures
  • A celebrity endorsing the use of a product offers us a chance to be more like them
  • This idea is termed intertextuality or, more correctly in the case of celebrity, borrowed interest.  

Kevin Hart - Influencer

Hartbeat Production is an entertainment company created by comedian Kevin Hart. the company produces, film, TV, live and digital entertainment for distribution across all digital platforms including theatrical, television, and emerging digital technologies.

Kevin Hart’s What Now? tour, has become the highest grossing comedy tour ever reported to Billboard Boxscore, selling more than 600,000 tickets and grossing $35 million in less than one month.

Instagram - 80.1m Followers

Charity work: 
  • Clara Lionel Foundation 
  • Make-A-Wish Foundation 
  • National Breast Cancer Foundation 
  • Newark Fireman's Charity Fund 
  • The Cam Newton Foundation

In 2016, over $70 million of his $87.5 million in earnings came from touring, Forbes estimates. He grossed an average of $1 million per show, according to Pollstar, which is on par with stars like Katy Perry and Kendrick Lamar and more than double what the current top-earning comedian Jerry Seinfeld pulls in.

With one of the largest celebrity social media followings—he counts over 23 million followers on Facebook and over 35 million on Twitter—Hart can command seven figures to tout products. But, he says, he does it for more than the money. Successful partnerships act as resume builders.

In 2017, Kevin Hart and Tommy John appeared in an underwear commercial for Macy's.

By Hart's own estimates,  60 - 70% of his audience is black

Hart broke ground as the first comedian to partner with a major footwear and apparel company on a cross-trainer. Armed with a multimillion-dollar deal with Nike. 

“Right now, what I am is someone that motivates. I do consider myself to be a motivator, someone that can inspire and push people to do things they may or may not have seen themselves doing at certain points of their lives. I just take advantage of my platform and try to use it for good. And the best way to use it for good is to be positive and push nothing but positivity out there.”

Forbes came up with a formula
  • Influence= Audience Reach (# of followers) x Brand Affinity (expertise and credibility) x Strength of Relationship with followers 

It’s not enough for somebody to have a large number of twitter followers. If that influencer doesn’t have expertise and credibility that relate to a specified target market, they will be a poor choice of influencer for such a product. 


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