China is one of the markets that are most keen on using celebrities in advertising. When we look 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.

 

However, Kantar’s research has found that 60% of the brands that insisted on using celebrities in China in the past three years did not achieve continuous growth in Brand Power. In other words, many brands have paid for celebrity endorsement, but this is more like a 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?

CelebrityZ Most Influential Celebrity ranking is another powerful platform to help brands to choose the right celebrity partner to contribute to short-term and long-term brand building goals.

 

CelebrityZ is Kantar Insights China’s original celebrity commercial value research service. Since 20111, CelebrityZ has been tracking which celebrities can really increase brand value and offer better return on investment on celebrity endorsement spending.

The latest CelebrityZ 2.0 research model has been upgraded to leveraged the assets and methodology of BrandZ, integrate social media big data analysis from Kantar Media CIC, and add celebrities’ professional achievements (number of movies/TV shows/TV dramas/songs/theatre dramas launched, popularity of their works, prestigious awards nominated/won, box office revenue, number of level of brand endorsement contracts). Lightspeed, a leading digital data collection specialist, continues to be CelebrityZ’s data collection partner to understand consumer attitudes towards more than 500 celebrities by interviewing more than 170,000 consumers over nine years. CelebrityZ is a comprehensive and continuous review of a celebrity’s ability to contribute to achieve short-term and long-term brand building goals.

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