Celebrity endorsements work (sometimes); in other cases, the ad appears to be generating more interest for the celebrity instead of the brand.

1. Augustine Fou- 1 -
When to Use Celebrities
in Ads – 11 Cases
Dr. Augustine Fou
http://linkd.in/augustinefou
acfou @mktsci .com
June 2014

2. Augustine Fou- 2 -
Author’s Commentary
“We used search volume as an indicator of
what people remembered and then took
action on (went online to search). We
studied variations of keywords to
corroborate the findings where possible.”
-- Dr. Augustine Fou

3. Augustine Fou- 3 -
People Remember
Celebrity More

4. Augustine Fou- 4 -
Scarlett Johannson - Sodastream
Super Bowl 2014

5. Augustine Fou- 5 -
Scarlett Johannson - Sodastream
“scarlett johannson
super bowl”
“sodastream super bowl” “scarlett johannson
commercial”
“sodastream commercial”

6. Augustine Fou- 6 -
John Stamos, Bob Saget, Dave
Coulier (Full House) – Dannon
Super Bowl 2014

7. Augustine Fou- 7 -
John Stamos, Bob Saget, Dave
Coulier (Full House) – Dannon
“full house super bowl” “dannon super bowl” “john stamos super bowl”

8. Augustine Fou- 8 -
Stephen Colbert - Pistachio
Super Bowl 2014

9. Augustine Fou- 9 -
Stephen Colbert - Pistachio

10. Augustine Fou- 10 -
Anna Kendrick – New Castle
Super Bowl 2014

11. Augustine Fou- 11 -
Anna Kendrick – New Castle

12. Augustine Fou- 12 -
Ellen Degeneres - Beats
Super Bowl 2014

13. Augustine Fou- 13 -
Ellen Degeneres - Beats
“ellen degeneres super bowl”

14. Augustine Fou- 14 -
Psy - Pistachio
Super Bowl 2014

15. Augustine Fou- 15 -
Psy - Pistachio
“psy super bowl” “psy commercial” “pistachio super bowl” “pistachio commercial”
accumulative Psy
search still beat
accumulative
Pistachio search

16. Augustine Fou- 16 -
People Remember
Brand More

17. Augustine Fou- 17 -
Amy Poehler – Best Buy
Super Bowl 2013

18. Augustine Fou- 18 -
Amy Poehler – Best Buy

19. Augustine Fou- 19 -
Bruce Willis & Fred Armisen - Honda
Super Bowl 2014

20. Augustine Fou- 20 -
Bruce Willis & Fred Armisen - Honda
“bruce willis super bowl” “fred armisen super bowl”

21. Augustine Fou- 21 -
Bar Rafaeli - GoDaddy
Super Bowl 2014

22. Augustine Fou- 22 -
Bar Rafaeli - GoDaddy
“bar rafaeli commercial” “bar rafaeli super bowl” “godaddy commercial”

23. Augustine Fou- 23 -
Arnold Schwarzenegger & Minka Kelly
– Bud Light
Super Bowl 2014

24. Augustine Fou- 24 -
Arnold Schwarzenegger & Minka Kelly –
Bud Light
“Arnold Schwarzenegger super bowl” “bud light super bowl” “minka kelly super bowl”

25. Augustine Fou- 25 -
Seth Rogen & Paul Rudd -Samsung
Super Bowl 2013

26. Augustine Fou- 26 -
Seth Rogen & Paul Rudd -Samsung
“samsung super bowl ad”

27. Augustine Fou- 27 -
Dr. Augustine Fou – Digital Forensics
I study the effectiveness of advertising, in
this case TV ads that use celebrity
endorsement. In some cases, the celebrity
is more recalled than the brand; in some
cases the brand is. Some ads were more
effective for the brands.
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
@acfou
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn: http://linkd.in/augustinefou

28. Augustine Fou- 28 -
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Augustine Fou- 28 -
http://www.slideshare.net/augustinefou/mythbusting-tv-
advertising-by-augustine-fou
http://www.slideshare.net/augustinefou/video-ad-spending-
vs-tv-ad-spending-2014-by-augustine-fou
http://www.slideshare.net/augustinefou/tv-plus-online-video-
ads-increase-recall-and-roi-augustine-fou-2014
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from-tv-to-digital-video-2014-by-augustine-fou