How much value do these celebrities offer the brands that sign them?

 

Ebuka on 2Sure is a big hit but how many of the lots Glo signed are proper brand fits? (Photo credit: SBC)

Yesterday was fun, my article on Dunsin Oyekan generated the right amount of controversy and while it was not an attempt to take anything away from the guy’s ministry, some feedback actually did it for me. Special thanks to Tisman, Isaac (CM), and Tolu of Riquesa – who actually introduced me to Theophilus Sunday, my new worship minister, and Deepsea.

What are we talking about today? So, I was wondering, do these celebrities that brands sign to push their products or services actually come through for the brands? It’s actually a genuine question and this is sincerely not trying to throw shades or drag anyone in particular.

I’ll give a typical example of one I’m privy to. Yemi Alade is no longer a brand ambassador with Lush Hair and the major reason she was dropped was that the brand didn’t feel her energy on the brand and they didn’t get real value on the endorsement, doesn’t that shock you?

Yemi Alade is an energy goddess and her popularity, especially outside Nigeria would have promised the brand huge numbers but they didn’t feel all that and she will no longer represent the brand from January 2023, what use is the endorsement if it’s not yielding value?

I remember the days of Chidinma as Molped ambassador; as an agency man, I knew from day one that it would end in tears and it didn’t take long for the brand to realize that they jonzed big time. She was underwhelming and was eventually dropped; you must ask how she got on the gig in the first place.

There are lots of examples to cite but there are big hits too. Most Nigerian Breweries ambassadors are always on point but the question is this, what exactly is the role of a brand ambassador? In most cases, these brands rush to sign individuals that are the rave of the moment without considering brand and culture fit, how won’t it end in tears?

I’m resisting the urge to name certain individuals that are currently on brands and are just misfits; let’s not talk about Davido using his iPhone to tweet for Infinix, let’s totally ignore an Igbo rapper that was signed to a betting brand and he was flaunting tickets of another betting brand where he won…

I have a few celebrity friends that actually go above and beyond for their brand partners but on overall, how many of them are worth the amount of money they quote for partnership? I am actually sure that many of them are signed for money laundering but some of them are misfits.

There are hands-in-glove ones by the way, Ebuka on Samsung, 2Sure, and Betway is a hit and I strongly believe Denrele on Lush is perfect, I can go on and on about great ones but have you ever bought a product because your fav is the brand ambassador?

Glo focuses on brand ambassadors and ads more than actual network service provision but how well are they doing in that regard? I'm a big Reminisce fan but when he was announced as Samsung ambassador that year, how did you feel LOL? All these BBN guys that brands just jump on anyhow, how much sense do they make?

If my agency wasn’t working on Legend, would I have chosen the brand because of Kizz Daniel? It’s not impossible but it’s not a straight yes, leaving me to wonder if the value is actually premium; I know there’s a place of love by association but this article don dey long, see y’all tomorrow guys.