Foot Locker nabbed spots 5 and 7 on this week’s Viral Video Chart, this month marking the brand’s first list appearance in nearly eight months. “Conversation Lift,” from BBDO, features Shaq, rapper Tyga and Reebok shoes. It dropped from the number three spot last week but now has a total of over 6 million YouTube views and 25,000 social shares.
In just over a week, the other spot “Not-Famous Andy” received almost 2.4 million views. Staring Arian Foster and Julio Jones, this viral video shows the two athletes going back and forth about how good they look in their Under Armour—the product is so great even Arian’s buddy Not-Famous-Andy is looking good.
Celebrity endorsements often work so well because they help brands tap into their fan base and reassure consumers of the endorsed brand’s quality. A partnership with a celebrity can also impact the bottom line quickly for many brands. In a study conducted by Harvard Business School associate professor Anita Elberse, she found that, “sales for brands in a variety of consumer-product categories jumped an average of 4% in the six months following the start of an endorsement deal, even after controlling for advertising expenditures and other factors that could be expected to drive up sales.”
Because of their followings, celebrities are especially effective in Viral Video Marketing efforts. Shaq has over 7 million Twitter followers and 3.5 million Facebook fans. Tyga has 5 million Twitter followers and almost 9 million Facebook fans. With the first spot, Foot Locker is targeting a potential audience of almost 25 million people who are interested in these celebrities.
Social sharing is essential when it comes to producing viral content. It’s very unlikely that millions of people are going to specifically seek out your videos. Content featuring celebrities obviously has a definite advantage when it comes to sharing. Not only do celebrities attract views and shares but they can also influence their own fans to follow the endorsed brand.
According to The Nielsen Company, 64% of adult U.S. Internet users who follow a celebrity also follow a brand – this means the celebrity follower is four times more likely to follow a brand than the average U.S. adult online.
Not all companies are capable of hiring celebrities for campaigns, but celebrities aren’t the only people with large followings. Many influencers on social and video sites have substantial fan bases as well—plus, they aren’t going to be as expensive as a celebrity endorser. Just get creative when considering potential brand endorsement candidates. For example, Fiat USA teamed up with Dude Perfect, YouTube sensations famous for performing sports trick-shots. The video has 1.6 million views and 50,000 social shares.
In order to generate the shares a viral video requires, try incorporating prominent influencers into your video marketing campaigns.