Simplify Celebrity Endorsements with Cameo
Estimated Read Time: 5 minutes
Intended Audience: Microsoft Partners, B2B Business Owners, B2B Tech Business Owners
Revised September 2023
Imagine being able to get a celebrity endorsement for your product or service from your favorite celebrity or influencer. Wouldn’t that be a welcome addition to your marketing strategy? Don’t worry, you don’t have to hire your own celebrity publicist to make the right connections to hire your favorite comedian, actor and/or musician. Now you can hire celebrities, from the entertainment industry to sports, to create personalized videos for any occasion or promotion with the help of Cameo.
What is Cameo?
Cameo is a video-sharing website that allows people to obtain curated videos and product endorsements from celebrities. Some of the most well-known Cameo celebrities that are available on this platform are Snoop Dogg, Smoky Robinson, Mia Hamm, Caitlyn Jenner, Lindsay Lohan, Emmitt Smith, Chaka Khan, George Foreman and more.
To get started, you will submit a request to hire your favorite celebrity. You should take some time and precision in completing this form, as this is what is used to compose your video endorsement. Once they accept it, you will receive a personalized video from them! This is truly a unique way to engage with your favorite talent and create a memorable experience for your target audience. These endorsements can be used for one-on-one business relationships or for a wider audience (e.g. a new product launch).
It is also an opportunity for businesses to experiment with their content and get creative on their social media channels.
Accessible Celebrity Endorsement Options
Cameo is an public video platform that is growing in popularity and is an excellent place for businesses to garner celebrity endorsements for their products and services without needing your own publicist to get in touch with your favorite celebrities.
Here are a few considerations you need to be mindful of when booking a personalized video through Cameo:
- VIP Services: Cameo offers VIP services for businesses if they choose to partner with them. In this case, your business will get additional benefits such as a dedicated customer services representative to manage and prioritize all your requests and a 5% service fee discount. For standard Cameo videos, there are no added perks. You get the service for what you pay.
- Creative Brief: Since Cameo doesn’t provide refunds or permit editing celebrities’ videos to avoid the possibility of using the videos out of context, make sure to provide accurate information about the products and samples along with their phonetic pronunciations to the celebrity while booking them. This applies to personal and business videos. Also, the talent has the sole creative freedom to determine how they want to create the content.
Celebrity Endorsements vs Influencer Marketing
Now that you have a gist Cameo, you may wonder, what’s the difference between promotional celebrity cameo videos and influencer marketing. They may seem similar, but they are completely different. Here are some points that will help you clear any confusion:
- Usage of Platform: Influencers are individuals who have gained popularity on social media platforms because of their expertise or talent in a particular field or genre. Any promotional content created by them is posted on the influencer’s social media platform and cross-promoted by the brand that may have hired the influencer to post the content. With promotional Cameo videos, you get access to the video created by the celebrity or talent, whereas, they don’t post or promote the videos on their personal social platform. It’s the brand’s responsibility to leverage that video for social promotions.
- Revisions and Creative Control: With celebrity Cameo videos, there’s no scope for revision. Therefore, you need to find the right celebrity and share a very thorough creative brief to use as inspiration in order to deliver your request. On the other hand, with influencers, you can have more creative freedom and oversight, depending upon the budget and delivery time.
- Terms of Contract: With social media influencers, you can negotiate and draft a contract that will benefit or meet the needs of both parties. With Cameo’s celebrity endorsement videos, you are investing in an experience, and the deliverables or license cannot be negotiated. If strategically planned, custom Cameo videos deliver significant ROI. To see how we delivered remarkable results with Cameo, keep reading.
“The World’s Most Interesting…Cameo” with Orchestry
Here’s a quick breakdown of how this campaign was run, plus the social media marketing strategies that we used to leverage the celebrity Cameo video to promote a successful product release launch:
Hiring the Most Interesting Man in the World
For this social media campaign, we hired the actor Jonathan Goldsmith through Cameo. Jonathan Goldsmith is better known as “The Most Interesting Man in the World” from the beloved Dos Equis commercials. These Dos Equis commercials ran from 2006 to 2018 and gained popularity across North America. They became so popular that the internet turned them into various popular memes that are used on social media daily.
In pitching Jonathan Goldsmith as the ideal Cameo Celebrity to Orchestry, we felt the style and tone of the original Dos Equis commercials were an accurate reflection of how we wanted to position the launch of Orchestry’s latest release. The creative brief was then composed for Goldsmith to emulate that same persona in Orchestry’s Cameo video, informing and inviting the viewers to Orchestry’s official virtual launch event.
This video also inspired us to create fun-related marketing materials with Orchestry’s Co-Founder’s dog introduced as “The World’s Most Interesting Dog”, on behalf of Orchestry.
Cameo Leveraged X (Formerly Twitter) Performance Insights
- The campaign posts including Cameo outperformed previous month’s top tweets by 117%.
- The posts also increased the company profile visits to the X (formerly Twitter) account by +750.9%.
- Plus, tweet impressions rose by more than 80%.
Cameo Leveraged LinkedIn Performance Insights
Additionally, the Cameo video was shared on the company’s LinkedIn to reach a wider B2B audience and technology enthusiasts from the industry. On LinkedIn as well, the video performed extremely well.
- The impressions of the Cameo LinkedIn organic posts increased by +255% and organic clicks +150%.
- All the “Most Interesting Man” posts maintained a CTR of over 3.3% and an engagement rate of over 5%.
- The Click-Through-Rate (CTR) increased by 95% in comparison to previous organic company posts.
These results show the true impact of a well-planned and successfully executed social media campaign!
Through only organically posting and sharing the Cameo social media posts, Orchestry was able to achieve these notable outcomes. This readily displays that B2B businesses can exceed their performance on social media by creating well thought and planned campaigns by leveraging unique tools, such as Cameo.
Is Celebrity Endorsement for You?
For B2B businesses today, social media isn’t just for B2C companies anymore. Using a little creativity, and leveraging the accessibility of celebrity talent, the sky is the limit to differentiate your brand in the technology industry. To do this successfully, B2B organizations need to segment their audience and understand their preferences to make informed decisions while building a comprehensive marketing strategy that should include social media marketing.
In the end, only you can position and prove the value of your product or service to your target audience to garner their interest and patronage. Once there’s a clear understanding of the goals, challenges, and level of competition in the market, you can define and assign budgets to achieve those marketing goals and execute on your B2B marketing strategies.
We at Maven Collective Marketing understand the pressure of putting together an extensive marketing plan. Why not involve a B2B marketing expert to help you grow further? The Maven Collective team works across North America, Europe and Australia, partnering with B2B technology organizations, such as Microsoft Partners. We understand your competition and what it takes to standout in the sea of software and services sameness. We can not only help you put together the perfect celebrity endorsement campaign, but also implement an attractive social media movement.
Get in touch to see how the Mavens can deliver the B2B marketing expertise you can measure!
