Launching a brand alongside a celebrity can be a powerful strategy. Many are choosing this route, but to ensure its success and authenticity, it’s important to consider key factors that will define its long-term impact.  

For me, there are three key aspects to keep in mind for celebrity collaborations to fulfill their purpose.  

 

Authenticity or just a transaction?  

First, ask yourself: Will the collaboration feel genuine or just like a commercial transaction? The modern audience can tell when a celebrity is truly engaged with a brand or just fulfilling a contract, so it’s essential for them to authentically connect with the product. This benefits both the brand and the celebrity, creating a deeper emotional connection with their audience.  

To measure this authenticity, see if the product promotion is too overt. Today, digital platforms are filled with ads, and accounts that follow that logic often lose followers. That’s why it’s crucial to create content that feels organic, integrating the product into the celebrity’s everyday life. Ads and campaigns are important, but the celebrity’s feed shouldn’t be an advertising showcase.  

When the celebrity is involved in product development, the commitment is strengthened. A great example is Invivo X, Sarah Jessica Parker’s wine brand. From the beginning, the Sex and the City actress was actively involved, showing her interest and knowledge of wine. This creates a believable narrative where the celebrity is an integral part of the project.  

Daily coexistence between brand and celebrity  

The job of an agency in pairing a brand with a celebrity is to find a balance where both coexist coherently, sharing style and tone. If the brand is too corporate and the celebrity prefers a more natural approach, tensions will arise that can make the collaboration feel forced and fake.  

There’s no magic formula, as each brand and celebrity are different. However, it’s key to define each party’s role in the relationship. Asking why and when the celebrity would use the product helps establish their role in the brand’s strategy, whether as a validator or ambassador. It’s also crucial for agencies to maintain a solid relationship with the celebrity, clearly explaining marketing objectives and leveraging their expertise within their community to amplify the message.  

Can the brand survive without the celebrity?  

It’s important to ask if the brand can continue without the celebrity. Celebrities are people, and various circumstances could end the partnership at any time. That’s why it’s essential to build a brand that doesn’t rely entirely on a public figure.  

When the role of the celebrity in the equation is clear, it’s much easier for the brand to remain relevant without their constant presence. This role can be replaced by other marketing efforts. Even when the celebrity owns the brand, depending solely on their image can become a burden for both parties, which could strain the relationship.  

The success of a collaboration lies in building a relationship where both the brand and the celebrity nurture each other, but at the same time, can operate independently. This ensures a strong, authentic, and sustainable strategy in the long term.