As part of his worldwide “take over” and public meltdown a few weeks ago, actor Charlie Sheen opened a Twitter account and in just three days became the fastest account to reach 1 million followers. Once he secured his following, Sheen agreed to tweet on behalf of Internships.com and drew more than 1 million unique visitors to the site – proving the power of celebrity.

Thinking as a marketer, there’s no doubt about it; the social synergy between brands and celebrities is becoming more and more symbiotic. According to recent research from The Nielson Company, 64 percent of adult U.S. Internet users who follow a celebrity online also follow a brand – said another way, adults who follow celebrities are four times more likely to follow a brand than the average adult. Nielson also points out that fans are more likely to offer advice and opinions to fellow online consumers.

Sheen’s public meltdown aside, there is no doubt that celebrity partnerships for brand or cause campaigns are relevant again, thanks to social media. So why has social media changed the way we think and feel about celebrities? In the past, celebrities were largely untouchable and fans could only learn their “inner thoughts” by reading a quote or blurb in People magazine. Today, fans can follow a celebrity on Facebook or Twitter and literally know what Ashton Kutcher or Alyssa Milano are thinking – or not thinking – 24/7. To borrow a famous movie phrase, “this time it’s personal.”

In terms of doing good, a celebrity’s social strength can support relief or cause efforts with just a post or a tweet. Following the natural disaster in Japan, musicians Lady Gaga and Katy Perry both mobilized their enormous social followings and encouraged fans to donate money to help disaster victims. Gaga tweeted, “I Designed a Japan Prayer Bracelet… ALL proceeds will go to Tsunami Relief Efforts” and Perry urged fans to donate to the Red Cross. In a few days, their social calls for help raised significant funds for disaster relief. This never could have happened just a few years ago.

One thing that hasn’t changed is that celebrity partnerships for brands or cause-related efforts still need to be natural and organic. But if the right partnerships can be formed and social followers mobilized, meaningful impact for programs can be achieved like never before.

--Mark Malinowski, Senior Vice President, Cone Entertainment Marketing


To learn more about our recently launched Cone Entertainment Marketing service, please view today’s press announcement.