Find the Unexpected
Choose the Right Celebrity To Endorse Your Brand AND Optimize Your Activation Efforts

Taylor Swift and Beyoncé — they’re two of the world’s most popular performers. 

On the surface, the two singers may seem like equally good choices for a retailer endorsement . . .

They're two of the most successful stars today.

They have similar levels of fandom. And their fans have a similar demo profile.

But that doesn't mean they are interchangeable.

NPD Group |  Market Research | Reports and Trends

Which star would be a more powerful partner for Nordstrom?

NPD Group |  Market Research | Reports and Trends

If Nordstrom chooses to reinforce its brand with current customers by choosing Beyoncé, what is the best way to activate that endorsement?

If Nordstrom wanted to create a media plan to activate this partnership and focus on young women ages 13 to 25, the retailer might have selected the TV show Doctor Who. But that show isn’t strong among Beyoncé fans. Instead, Nordstrom could reach Beyoncé fans by choosing First 48, a show we know they’re watching.

NPD Group |  Market Research | Reports and Trends
NPD Group |  Market Research | Reports and Trends

Choose the right celebrity to endorse your brand AND optimize your activation efforts. BrandLink®provides a fact-based rationale for creating highly targeted marketing programs around sponsorships and endorsements. Even when there is an obvious alignment between an entertainment category and a product category — such as football players endorsing a fast food chain or a popular beverage sponsoring a music tour — there can be big differences in how individual celebrities align with specific brands. The BrandLink service identifies individual consumers’ preferences – the athletes, TV personalities, comedians, and musicians they are fans of and the brands they use, stores and websites they visit, movies and TV shows they watch, and games they play. It reveals the celebrity best positioned to meet a brand’s specific marketing objectives, and then informs activation decisions that will unlock the full potential of that investment.

Learn more about BrandLink. Contact The NPD Group at 866-444-1411, or email