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Understanding celebrity word of mouth

Paying a celebrity to do a tweet or a blog post for you is weak marketing. At best, you get a tiny endorsement. But everyone knows that:

  1. You paid for it
  2. The celeb doesn’t really use your product
  3. Your customer assumes you and the celeb are working together to deceive them by pretending endorsements are real — eroding trust in your brand.

This is what a real celebrity endorsement looks like. Daniel Tosh likes Kiehl’s so much that he spent $600 on the stuff and posted a 7-minute video about it. (NSFW)

Lesson: Focus on cultivating true fans who love your stuff (even celebs), instead of paying people to pretend to love it.

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