Partners Dig Deeper into Celebrity Endorsement

Social media analytics firm Attentio and celebrity web site TheNod.com have released the first results from a collaboration to track and analyse celebrity brand associations.

The Celebrand Index will be released as a quarterly report analyzing online chatter about the stars in Forbes' Celebrity 100, by celebrity type and with a focus on buzz in specific sectors such as Fashion, Travel, Sport, Technology, Health and Beauty, and Literature. Data comes from thousands of online news and social media sites.

The index will allow comparison on factors like male vs female celebs, rising stars bs established, and the success of celebrity endorsements, and aims to highlight areas of opportunity for brands. It will also track the effect on awareness of both official recommendations such as advertising campaigns, and unofficial links such as a celebrity being spotted at a venue or using a product.

To date, results suggest that female celebrities are more discussed online than men, that topics of coversation shift very rapidly following news, and that some celebrities are discussed far more emotively than others. Among sectors and topics analysed, travel is an example with 'high buzz and relevancy' - ie a lot of talk - but low brand presence, indicating a possibility opportunity.

David Lethbridge, CEO of The Nod, comments: :The Nod tracks and lists celebrity recommendations and, via our affiliate model, sees it convert successfully into sales. We wanted a research partner to provide further data on the value, opportunities, and trends from celebrity association.'

Attentio co-founder Simon McDermott says brand owners and builders have moved on from simply wanting to test whether endorsements work, and 'want to see more insights like which celebrities are generating buzz, in what sectors, and if those are positive mentions.' McDermott took on the role of UK Country Manager and Chief Communication Officer in July, with his CEO role being taken by the promoted Amaia Lasa.

Web site: www.attentio.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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