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借助明星对于目标消费群的巨大号召力和影响力,品牌启用明星作为产品代言人的效用显而易见,迅速的关注度、知名度、甚至销量随之而来,于是彭于晏和桂纶镁的益达爱情博尽眼球,周杰伦让优乐美成了大众情人,而李宇春的一句“我值得拥有”清空了巴黎欧莱雅的柜台。但是,当消费者已经开始与偶像在各种社交平台零距离互动的时候,明星之于品牌,能做的还仅仅只是产品的展示和口号宣传吗?我们不妨先来看看下面这个案例:2012年12月Beyoncé成为百事可乐的全球品牌代言人,这号
With the star’s huge appeal and influence on the target consumer group, the brand’s effect of enabling celebrities as product spokespersons is obvious. With the rapid attention, popularity and even sales volume, Peng Yuanyan and Gui Lun Magnesium have great interests in love, Jay Chou let gifted music beauty has become a lover of the public, but Li Yuchun’s sentence “I deserve ” emptied L’Oreal Paris counter. However, when consumers are starting to interact with idols across a range of social platforms, celebrities are brand-name and can only do product demonstrations and slogans. Let’s take a look at this case: 2012 December Beyoncé becomes the global brand ambassador for Pepsi, the number