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By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
The 4 Types
Of Endorser
Strategies
Level of involvement
Celebrity as
communications talent.
Suggest usage, without
advocating for efficacy.
1. TALENT
Communications
cut-through and
values transfer.
Celebrity as brand
spokesperson; also,
inputs into design
/development of product
and marketing.
4. PARTNER
Maximises values
transfer & brand-
celebrity association.
LOW HIGH
2. TESTIMONIAL
Confirms:
“It does what the
brand promises.”
Use of personalities with
high likeability and/or
depicting the average user,
explicitly supports product
promise.
KEY OUTCOME
The TTAP Model outlines the four most frequently used approaches.
3. AMBASSADOR
Advocates:
“Good for me;
good for you.”
Leveraging trust in
celebrities and/or expert
credibility to evangelize
the product and brand.
Overview: Types of Endorser Strategies
Overview: Endorser Strategy in Action
Level of involvement
Celebrity as
communications talent.
Suggest usage, without
advocating for efficacy.
Celebrity as brand
spokesperson; also,
inputs into design
/development of product
and marketing.
1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER
LOW HIGH
Use of personalities with
high likeability and/or
depicting the average user,
explicitly supports product
promise.
Automotive: Actress Maya Karin and
newscaster Owen Yap, for Ford Focus
F&B: Actor Hugh Jackman
and actress Ana de la
Reguera for Lipton Tea
Services: Comedian Harith
Iskandar for local telco Celcom
Leveraging trust in
celebrities and/or expert
credibility to evangelize
the product and brand.
Overview: Endorser Strategy in Action
Level of involvement
Celebrity as
communications talent.
Suggest usage, without
advocating for efficacy.
Celebrity as brand
spokesperson; also,
inputs into design
/development of product
and marketing.
1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER
LOW HIGH
Use of personalities with
high likeability and/or
depicting the average user,
explicitly supports product
promise.
Automotive: Depicting testimonials from an
actual car owner.
Services: Showcases
successful local businesses
as users of Maxis.
Fuels: Malaysia’s Prince
of Drift, Tengku Djan,
testifies to BHP’s fuels.
Leveraging trust in
celebrities and/or expert
credibility to evangelize
the product and brand.
Overview: Endorser Strategy in Action
Level of involvement
Celebrity as
communications talent.
Suggest usage, without
advocating for efficacy.
Celebrity as brand
spokesperson; also,
inputs into design
/development of product
and marketing.
1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER
LOW HIGH
Use of personalities with
high likeability and/or
depicting the average user,
explicitly supports product
promise.
Leveraging trust in
celebrities and/or expert
credibility to evangelize
the product and brand.
Luxury goods: James Cameron as a “Rolex Icon”,
and the brand’s support of the Deepsea Challenge.
Beauty: Le Sinje as
SK-II’s brand
ambassador travels the
world to share her
beauty secrets.
Fuel/lubricants (until 2009):
Michael Schumacher as Shell
Global Brand Ambassador
represents the company in
talking about its role in F1 and
in promoting road safety.
Overview: Endorser Strategy in Action
Level of involvement
Celebrity as
communications talent.
Suggest usage, without
advocating for efficacy.
Celebrity as brand
spokesperson; also,
inputs into design
/development of product
and marketing.
1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER
LOW HIGH
Use of personalities with
high likeability and/or
depicting the average user,
explicitly supports product
promise.
Beauty: Rihanna signs on as Creative
Partner for MAC cosmetics, tasked to
work on her own line of cosmetics.
Technology: Will.i.am of The Black Eyed
Peas fame signs on as Director of Creative
Innovation, for Intel.
F&B: Marc Jacobs signs
on as 2013 Creative
Director for Diet Coke
Leveraging trust in
celebrities and/or expert
credibility to evangelize
the product and brand.
Now, go be the
best version of you.
By Alex Goh,
Associate Strategic Planning Director,
M&C Saatchi, Kuala Lumpur.
alex.goh@mcsaatchi.com.my
The 4 Types
Of Endorser
Strategies

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UNPACKED: The 4 Types of Endorser Strategies

  • 1. By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. The 4 Types Of Endorser Strategies
  • 2. Level of involvement Celebrity as communications talent. Suggest usage, without advocating for efficacy. 1. TALENT Communications cut-through and values transfer. Celebrity as brand spokesperson; also, inputs into design /development of product and marketing. 4. PARTNER Maximises values transfer & brand- celebrity association. LOW HIGH 2. TESTIMONIAL Confirms: “It does what the brand promises.” Use of personalities with high likeability and/or depicting the average user, explicitly supports product promise. KEY OUTCOME The TTAP Model outlines the four most frequently used approaches. 3. AMBASSADOR Advocates: “Good for me; good for you.” Leveraging trust in celebrities and/or expert credibility to evangelize the product and brand. Overview: Types of Endorser Strategies
  • 3. Overview: Endorser Strategy in Action Level of involvement Celebrity as communications talent. Suggest usage, without advocating for efficacy. Celebrity as brand spokesperson; also, inputs into design /development of product and marketing. 1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER LOW HIGH Use of personalities with high likeability and/or depicting the average user, explicitly supports product promise. Automotive: Actress Maya Karin and newscaster Owen Yap, for Ford Focus F&B: Actor Hugh Jackman and actress Ana de la Reguera for Lipton Tea Services: Comedian Harith Iskandar for local telco Celcom Leveraging trust in celebrities and/or expert credibility to evangelize the product and brand.
  • 4. Overview: Endorser Strategy in Action Level of involvement Celebrity as communications talent. Suggest usage, without advocating for efficacy. Celebrity as brand spokesperson; also, inputs into design /development of product and marketing. 1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER LOW HIGH Use of personalities with high likeability and/or depicting the average user, explicitly supports product promise. Automotive: Depicting testimonials from an actual car owner. Services: Showcases successful local businesses as users of Maxis. Fuels: Malaysia’s Prince of Drift, Tengku Djan, testifies to BHP’s fuels. Leveraging trust in celebrities and/or expert credibility to evangelize the product and brand.
  • 5. Overview: Endorser Strategy in Action Level of involvement Celebrity as communications talent. Suggest usage, without advocating for efficacy. Celebrity as brand spokesperson; also, inputs into design /development of product and marketing. 1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER LOW HIGH Use of personalities with high likeability and/or depicting the average user, explicitly supports product promise. Leveraging trust in celebrities and/or expert credibility to evangelize the product and brand. Luxury goods: James Cameron as a “Rolex Icon”, and the brand’s support of the Deepsea Challenge. Beauty: Le Sinje as SK-II’s brand ambassador travels the world to share her beauty secrets. Fuel/lubricants (until 2009): Michael Schumacher as Shell Global Brand Ambassador represents the company in talking about its role in F1 and in promoting road safety.
  • 6. Overview: Endorser Strategy in Action Level of involvement Celebrity as communications talent. Suggest usage, without advocating for efficacy. Celebrity as brand spokesperson; also, inputs into design /development of product and marketing. 1. TALENT 2. TESTIMONIAL 3. AMBASSADOR 4. PARTNER LOW HIGH Use of personalities with high likeability and/or depicting the average user, explicitly supports product promise. Beauty: Rihanna signs on as Creative Partner for MAC cosmetics, tasked to work on her own line of cosmetics. Technology: Will.i.am of The Black Eyed Peas fame signs on as Director of Creative Innovation, for Intel. F&B: Marc Jacobs signs on as 2013 Creative Director for Diet Coke Leveraging trust in celebrities and/or expert credibility to evangelize the product and brand.
  • 7. Now, go be the best version of you. By Alex Goh, Associate Strategic Planning Director, M&C Saatchi, Kuala Lumpur. alex.goh@mcsaatchi.com.my The 4 Types Of Endorser Strategies