Celebrity marketing gains popularity

US President Barack Obama dancing with Kenyan counterpart Uhuru Kenyatta, his sister Auma Obama and Sauti Sol at State House, Nairobi. The group’s lipala dance has received wide international media coverage, thanks to President Obama’s jig. WHITE HOUSE OFFICIAL PHOTO | PETE SOUZA 

By SANDRA CHAO-BLASTO

In Summary

• There is no better way to drum up support for your brand than to host or hire a celebrated personality to market it.

Sauti Sol’s lipala dance is now in international media outlets from People, Vanity Fair, the Daily Mirror, the Washington Post, BBC, Time, Jezebel, the Guardian, CBS News to ABC News, thanks to President Barack Obama’s jig.

But this is not your typical celebrity endorsement deal. Marketers globally are spending millions of shillings in such deals, but some companies are just lucky. They do not have to spend a penny on celebrities to promote their brands.

The celebrated personalities spend a night or two in their hotels or carry a bag with their brand name and the international spotlight shines on them.

Nothing sells like celebrity. For instance, Lion in the Sun, a resort in Malindi, is the hotel where you are likely to find British supermodel Naomi Campbell when she is on holiday.

The exclusive retreat owned by Italian billionaire Flavio Briatore is a favourite retreat for other famous people like Formula One driver Fernando Alonso, fashion designer Roberto Cavalli and former Italian Prime Minister Silvio Berlusconi.

The hotel’s manager Philip Chai attributes celebrities’ continued preference of the resort to the unique design of the 16-room boutique hotel, which provides exclusivity, as well as tight security that ensures their privacy while on holiday.

Hotels like Villa Rosa Kempinski, Sankara and InterContinental are now preferred after hosting a number of celebrities.

Sandstorm Kenya, which started out in 2004 by making camping tents before switching to handbags, gained popularity globally after the Duchess of Cambridge Kate Middleton was photographed carrying their Odyssey bag that she was given as an engagement present.

After the indirect marketing from the duchess, the company has been receiving inquiries from across the world and its exports to the UK market have grown substantially.

A study on celebrity endorsement in Kenya submitted to United States International University’s Chandaria School of Business last year showed a relationship between the endorsement and continued brand loyalty as well as the ability to attract new customers.

The survey also showed that customers are inclined to easily switch to a product when it is endorsed by a person they hold highly.

Celebrity selling

These days it is nearly impossible to open a newspaper or magazine or watch television without seeing a celebrity selling something, whether it is a smartphone, clothes or even insurance products. Just last month, regional telecoms company Bharti Airtel unveiled international footballer and Ivory Coast captain Yaya Toure as its new brand ambassador.

The Manchester City midfielder, who has won the African Player of the Year award four consecutive times, is the new face of Bharti activities especially those that promote youth empowerment.

When US shoe company Skechers entered the Kenyan market in April this year, it sought to make a mark in the industry.

It chose renown disc jockey Joe Mfalme to be their country’s brand ambassador, leveraging on the popularity of his music mixes especially among the young and young at heart.

Beauty products giant Maybelline New York appointed makeup artist Muthoni Njoba as the lead brand ambassador and official makeup artist for its line in the Kenya in February.

Ms Njoba is a makeup artist for many celebrities, including musicians, TV and radio presenters.

Kenya Fashion Awards, the annual competition that seeks to showcase the work of established and student designers and photographers, has chosen youthful band Elani and model Pinky Ghelani as the brand ambassadors.

They have been featured in several advertisements promoting the gala that is to go down on August 22 at Brookhouse International School in Nairobi.

Grace Msalame whose journey to fitness and healthy living is in itself remarkable, is currently endorsing the Vivo Activewear fashionable outfits in a deal she landed in February.

At the same time, Swedish beauty company Oriflame confirmed singer Avril Nyambura as the face of its products in the country.

Over the years, corporate brands have increasingly turned to celebrities and musicians to sell their products. Safaricom is betting on gospel artiste Bahati’s popularity among the young people by appointing him as its Facebook brand ambassador.

National carrier Kenya Airways has also launched a campaign to change its fortunes by leveraging on business bigwigs like billionaire philanthropist Manu Chandaria and industrialist Vimal Shah. Its advertisement also features Charles Njonjo and Chris Kirubi.