How to use celebrity influencers to supercharge campaigns

Celebrity endorsements aren’t a new concept by any means, but over the years, the growth of social media has changed the way businesses use celebrities to promote their brands and products. 

Endorsements are typically seen as more of a traditional marketing tactic. They involve celebrities being the face of a brand and their presence alone drives the campaign, meaning there is little need for them to communicate directly with audiences. 

As social media has grown, celebrity endorsements have naturally evolved and instead of just lending their face to the brand, businesses are looking for celebrities to actively use their social platforms to influence their audiences. These campaigns often feel more personal and come across more authentic. Aside from driving sales, having the right celebrity influencer on board with a campaign can boost brand awareness globally and provide instant credibility thanks to their established reputation outside of social media.

The way brands work with public figures has also changed over time and influence doesn’t just come from high profile celebrities, it also comes from content creators who have built their own online communities. It’s important to know the difference between influencers and celebrity influencers and what they can bring to a campaign in order to get the most out of having them.

Studies have shown that while using non-celebrity influencers may direct more attention to the product itself, consumers are still more likely to purchase a product that’s endorsed by a celebrity over a non-celebrity. 

Ultimately, the decision between using a non-celebrity versus a celebrity for a campaign comes down to the brands goals and values.

In this blog post, we explore the value of celebrity influencers and consider factors such as budget, goals, and target audience to help you choose the right one.

What’s in this article:

• Influencers vs Celebrities
• The benefits of celebrity influencers
• Choosing the right celebrity influencer
• Examples of successful campaigns
• Key takeaways

Influencers vs Celebrities

A lot of the time people use the term ‘influencer’ and ‘celebrity influencer’ interchangeably, but it’s important to understand that they’re not exactly the same. Recognising the difference between the two can help brands pick the right personality and reach the intended audience for their PR campaign. 

Think of influencers as social-first personalities. These people have built up their fame through social media platforms like Instagram, YouTube and TikTok and they’ve earned their influence over time by creating content focused on their niche – whether that be make-up, gaming, travel or fashion. For example, people like Mr Beast and Emma Chamberlain both started their career on social media and have built loyal communities who resonate with their content. 

Celebrity influencers on the other hand gained their fame outside of social media first. They’re traditional celebrities who then leverage their status and use their social platforms to influence audiences. A good example of this is professional basketball player, Lebron James. He’s known for being a world class athlete but has worked with brands such as Nike, Pepsi and Beats by Dre. Kim Kardashian is another example – while she first gained fame through reality TV, she continues to influence audiences through her massive Instagram following.

So, why is it important to know the difference?

Influencers and celebrity influencers can offer different benefits to a PR campaign so knowing the difference is crucial for maximum impact. 

Since influencers build their platforms and communities around niche topics, they can offer targeted engagement which is better for campaigns that aim to reach specific audiences. For example, a beauty influencer can promote a new makeup product directly to an audience that already trusts their expertise, opinions, recommendations and reviews. 

Celebrity influencers are better suited for brands that are aiming to reach a wide audience, build brand credibility quickly or make a splash in the media. You may use a celebrity influencer for global product launches or promoting an event.

The benefits of celebrity influencers

Working with the right celebrity influencers can take PR campaigns to the next level. Their massive social media following paired with their mainstream recognition can amplify your message or product, build instant credibility and create a buzz that reaches beyond social media.

Here are some of the key benefits celebrity influencers can bring to a campaign:

Instant credibility 

The right celebrities will have already established trust with the public, so when they endorse a brand, it’s instantly seen as credible. Fans that look up to these celebrities for inspiration are more likely to view products and services as trustworthy because a well-known figure endorses it.

Massive reach

Not only do celebrities have millions of followers on social media, but they also have a strong media presence offline. This means you can reach audiences across magazines, newspapers and online publications which is particularly valuable for brands and campaigns that are looking to have international reach and create widespread brand awareness.

Trendsetting 

Celebrities are usually at the forefront of fashion, beauty and lifestyle trends and partnering with them can be a great way to position your brand as fresh and innovative. The influence of the right celebrity can turn a product into a must-have very quickly.

Maximising event impact

If part of your PR campaign involves hosting events or pop-ups, then celebrity influencers can make them much more appealing and memorable. Their presence can help draw crowds, generate interest and media coverage and amplify your whole event, leaving people talking well after it’s over.

Multi-channel influence

Because of their fame, celebrities have the opportunity to promote your brand or campaigns across multiple channels, not just through social media. Think TV, radio, podcasts and live events. This broadens your reach and puts your brand in front of so many more audiences who may not have been captured on social media alone.

Choosing the right celebrity 

Not all celebrities will be the right fit for every brand or campaign so it’s important to put time and effort into choosing the right one for the most successful outcome.

Budget is an obvious factor when it comes to choosing a celebrity influencer but remember, bigger doesn’t always mean better. You could have the biggest celebrity on board with your campaign but if they don’t speak to and resonate with the audience you’re intending to reach, then it’s worthless. 

Outline your budget first before looking into celebrities that align with your brand - your background research will be key for this. 

Your celebrity’s fans and followers should be a good representation of your target demographic in terms of age, interest and values. You can use social media analytics tools to help dig further into their engagement and audience breakdown. Check to see if they’ve partnered with similar brands in the past and look into their reach outside of social media as well - have they been involved in any recent podcasts, magazine appearances or had any press mentions? 

This is key for checking how well they can amplify your campaign across multiple channels and will give you an idea on how they’re perceived in the media. 

You’ll also want to make sure that the personal brand of the celebrity you’re choosing resonates with your business so that the campaign feels authentic. You wouldn’t really see Kylie Jenner promoting a line of household cleaning products or Jamie Oliver endorsing a fast-food chain, would you?

Celebrity influencers excel in different areas so think about your campaign goals too. Some are natural trendsetters and others are better known for creating viral social media moments so make sure you’re choosing a celebrity that aligns with what you want from the partnership.

Examples of successful campaigns 

Adanola x Kendall Jenner

UK-based activewear brand Adanola is known for their minimalist, neutral-toned athleisure wear. The brand was mainly known in the UK until January 2025 when they collaborated with Kendall Jenner to boost their global recognition. The campaign increased their brand awareness worldwide, turning them into a must-have lifestyle brand and sent their social media engagement through the roof.

FENTY x PUMA

Puma has always been seen as a strong sportswear brand but it’s generally always been behind the likes of Nike and Adidas. The launch of FENTY X PUMA in 2014 used Rihanna’s fame and fashion-forward image to give Puma a fresh look that would appeal to younger audiences. The collaboration led to a long-term partnership with FENTY x PUMA consistently dropping new collections ever since.

Did somebody say Just Eat?

In 2020, Just Eat partnered with Snoop Dogg to refresh its brand with a quirky, playful edge that resonated with younger audiences. His custom track reworked the well-known Just Eat jingle, sparking a social media buzz and delivering a memorable, humorous campaign.

Nespresso x George Clooney 

George Clooney has been the brand ambassador for Nespresso since 2006 which gave the brand instant credibility thanks to Clooney’s sophisticated image. The premium brand and George Clooney have shared values when it comes to sustainability and farmer welfare making them a perfect match. 

Key takeaways

1. Know the difference. Celebrity influencers are traditional celebrities who are famous outside of social media, their reach goes far beyond YouTube, Instagram and TikTok.
2. Think about your outcomes. Are you looking for global brand awareness? Do you want to set trends or are you after instant credibility? Once you decide on what you want the outcome of your campaign to be, you can decide if a celebrity influencer fits. 
3. Do your research. Figure out your budget and start looking at celebrities whose following and fans line up with your target demographic.
4. Be authentic. For the campaign to come across as authentic, make sure the values of your brand line up with those of your celebrity influencer. The collaboration should make sense to the public.

Need help planning a campaign that creates a buzz and drives results? Get in touch with us to see how we can help.

© MOTIVE