60% of brands continuously using celebrity endorsement strategy have failed to grow their brand power in the past three years. China is one of the markets that are most keen on using celebrities in advertising. Looking at the percentage of ads featuring celebrities, China ranks third, next only to Japan and South Korea, and the proportion of ads with celebrities is still growing.
Many brands have paid for celebrity endorsement, but this is more like gambling, and a great amount of money has been wasted. In this era of information fragmentation, how can a brand find its right spokesperson? This question is becoming more complex to answer. Increasing the ROI of celebrity endorsements is becoming more urgent. With hundreds of celebrities to choose from, how do you choose the right one to build a greater brand?
In the 2019 CelebrityZ Top 100 Most Influential Celebrity in China Ranking, actress Zanila Zhao (赵丽颖) moved up one notch to the top. Actress Dilraba moved up nine ...
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