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.
