If you are looking to sell your product and need a celebrity endorser, you’ll get the most bang for your buck using Rihanna, Beyonce or Wiz Khalifa.
The NPD Group rated celebrities brand effectiveness using their “BrandLink” database, which analyzes the brand preferences of fans and the effect celebrities have when they endorse a product.
The goal is to help marketers choose the celebrity endorsement that will move the most product.
Rihanna, who endorses products like Puma and MAC cosmetics, was 3.7 times more likely to sell a product over Beyonce (Pepsi) and Wiz (Seagrams and Converse) and even more than the others who made the list.
“CMOs and CFOs have long asked for better data to help inform their expensive sponsorship decisions. We can now prove what has been suspected when making expensive sponsorship decisions—that celebrities are media properties in their own right, with audiences that have nuanced brand preferences.” – Barbara Zack, vice president, The NPD Group.
NPD’s BrandLink service is pretty big. It contains responses from over 92,000 consumer survey, and over 3,000 self-reported preferences from celebrities and brands.
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| Wiz Khalifa moves that product! |
After the data is crunched, BrandLink can identify endorsement opportunities for celebrities with huge followings (over 10 million) and lesser known talent too.
1. Rihanna
2. Beyonce
3. Ne-Yo
4. Usher
5. Wiz Khalifa
6. The Weeknd
7. Jennifer Lopez
8. Kevin Hart
9. Dr. Dre
10. Khloe Kardashian