A new pattern has been formed in the brand endorsement market in 2023, and who do you like more in 2023?
Celebrity endorsement has always been an effective marketing tool for brands, and brands are using the image and influence of artists to enhance their brand awareness. In addition to winning the favor of the brand and receiving high endorsement fees, artists have also enhanced their commercial value and achieved two-way travel.
Today's artist endorsement market is gradually disintegrating, and the front wave and the back wave are competing on the same stage. To a certain extent, the top stream is still leading in the data dimension, and has steadily gained the attention of more brands, but there are also many artists who have achieved endorsement due to popular works or artists with excellent fan structure on social platforms.
This time, Fat Whale and crosshair data jointly released the 2023 "Top 10 Stars in the Number of New Endorsements (Including Titles)". Note: Yihe Aiming focuses on big data analysis and decision-making of entertainment marketing. It is the entertainment marketing big data analysis service partner of Alibaba, Focus, Youku, iQiyi, Kantar for many years, and has served more than 150 brands. Why are these artists able to achieve a soaring commercial value, and which artists and brands have achieved two-way travel?
The explosion of the New Year's drama "Hurricane" at the beginning of 2023 has made "Meng Yu" Li Yitong start his own "Hurricane Road", and the commercial value will continue to rise. She added 21 new brand cooperation categories, covering automobiles, clothing, daily chemicals, and beauty and skin care, accounting for the first number of new collaborations in 2023.
Brand endorsements
In addition to harvesting beauty and daily chemical brands such as Hushubao, Elemia Rose Collagen Cream, Daiyoujia Healing, Lan Zhuoli, and Spatreatmentl Eye Mask, Li Yitong also has high-quality endorsements such as car brand BYD, big-name FMCG, and Kérastase Paris, as well as game endorsements that are essential for high-traffic actresses.
In June 2023, the official announcement of the mobile game "Immortal Road 3" integrates acting skills, beauty and fairy power, and the fairy Li Yitong as the brand spokesperson. The reason why Li Yitong has been able to gain the favor of many advertisers is that in addition to her own friendly and positive image, it is also inseparable from the excellent daily data performance of Li Yitong's social account, and the account with tens of millions of fans on Douyin also paves the way for her commercialization.
To see whether the artist has achieved the improvement of commercial value, in addition to the number and category of endorsements, the other is the title given by the brand to the spokesperson. Spokespersons are often considered to be the closest cooperation model between brands and artists, and also represent the status of artists in the hearts of brands. If the artist is in the endorsement of the title, it also means that the artist's commercial value increases.
In April 2023, FAW-Volkswagen officially announced Li Yitong, a close friend of the new Tange brand, and in December of the same year, BYD Yuan Plus officially announced Li Yitong as its spokesperson, allowing Li Yitong to achieve a promotion in the auto brand endorsement. The reason why BYD chose Li Yitong as the spokesperson is not only because of her high compatibility with the young, fashionable and energetic brand image of BYD Yuan Plus, but also because Li Yitong's representative work "The Legend of the Condor Heroes" has been introduced by many foreign TV stations. Li Yitong, who has a certain fan base overseas, allows Yuan PLUS to play a positive role in expanding the young market and overseas markets.
In the endorsement cooperation with BYD Yuan Plus, a TVC advertisement was filmed to unlock the secret of Li Yitong not being late for work. In TVC, Li Yitong interprets the various situations that may occur on the way to work of an elite girl in the morning, so as to show the various intelligent characteristics of Yuan PLUS's products, so that consumers can have a deeper understanding and cognition of BYD Yuan PLUS.
After Tan Jianci's "Crime Hunting Guide" exploded in 2022, last year's hit drama "Sauvignon Blanc" allowed him to get more popularity blessings and enter the ranks of new traffic. In 2023, Tan Jianci will add 18 new endorsements, and has won brand endorsement cooperation in luxury, daily chemicals, clothing, alcohol, jewelry, beverages, games, and Internet categories, covering brand ambassadors, product spokespersons, and brand spokespersons, injecting new vitality into the domestic entertainment and commercial markets.
Brand endorsements
Of Tan Jianci's 15 new endorsements in 2023, more than 80% of the brand cooperation was won after the broadcast of "Sauvignon Blanc". In addition to these daily chemical and beverage brands, Tan Jianci has also become the spokesperson of the luxury Michael Kors brand in Greater China.
In 2023, Tan Jianci will achieve a surge in the number of businesses and improve the quality. According to the brand's data, Tan Jianci brought Paladin, with sales of 2000w+ in only nine hours, and murad exceeded 1400w+ sales within 24 hours.
Tan Jianci brand endorsement case
On December 9, 2023, the brand officially announced Tan Jianci as the spokesperson of the milk melt microphosgene cushion, and on December 15, Herborist officially announced him as the global brand spokesperson, realizing the promotion of the title of the same category brand.
Holding two endorsements at the same time is inseparable from Tan Jianci's fan purchasing power. Tan Jianci's 7-day endorsement brand ranked TOP6 in the average difference of brand popularity on the whole network before and after branding, with an increase rate of 106727%。
In the endorsement cooperation with Herborist, Tan Jianci filmed a national style endorsement blockbuster for the brand. In the film, Tan Jianci is dressed in white and is in the calligraphy scene, which coincides with his ancient and beautiful man's character, and also leads the audience to experience the powerful power of herbal skin care.
Since the explosion of "Canglan Decision" in 2022, Wang Hedi has become a new top performer with the resident face brushing of many variety shows. On the Douyin platform, artists whose interactions and hot searches are in the top 30 at the same time, Wang Hedi's annual hot searches on Douyin are as high as 990, ranking third.
Wang Hedi's hot search physique and refreshing and humorous personality have won him the favor of brand owners in many categories such as beverages, daily chemicals, automobiles, games, the Internet, clothing, personal care, and luxury goods.
Brand endorsements
In the second year of Wang Hedi's popularity with "Canglan Jue", he realized traffic monetization, and in 2023, he will mention 15 endorsements, among which the three major brands Tyrannosaurus Glasses, Estee Lauder, and Kérastase Paris have successfully renewed and upgraded.
Wang Hedi brand endorsement case
On the occasion of the upcoming launch of the TV series "Camp with Love", the long-term cooperative brand Bolon Tyrannosaurus Glasses officially announced that Wang Hedi's identity was upgraded to the global spokesperson of the brand.
Tyrannosaurus glasses and Wang Hedi have cooperated for a long time, and every festival node, Tyrannosaurus glasses will join hands with Wang Hedi to do things. For example: Valentine's Day Wang Hedi gift recommendation, seeing the love of fashion party, Wang Hedi's first perspective of wearing tyrannosaurus glasses. Wang Hedi, as a super cool expert, appeared wearing Tyrannosaurus glasses, and used his own charm to interpret the sunglasses fashion of different styles and trends, which undoubtedly marked the brand with the label of "trend".
The official announcement of the Tyrannosaurus glasses brand's choice of the same generation of spokespersons is also out of the re-evaluation of the artist's image and commercial value, which has more in-depth considerations.
In 2023, the hit drama "Hurricane" has become popular with a large number of artists, and actor Gao Ye has taken advantage of the popularity of the drama to become the new TOP3 of 85 flowers from his original name.
Brand endorsements
Within one year since the broadcast of this drama, it has won 14 brand endorsements, including brand friends, product spokespersons, product ambassadors, beginner experience officers, product promotion ambassadors, brand spokespersons and other titles, covering furniture, daily chemicals, automobiles, Internet, digital clothing, etc., becoming the "new traffic" in 2023. Gao Ye attracts the attention of male fans because of his charming image, which is particularly popular with game customers who are also dominated by male users. Within one year, she won two game endorsements: the original experience officer of "New Chinese Ghost Story" and the brand spokesperson of "Original Journey Mobile Game".
Brand endorsement case
Because the fan portrait is extremely close to the face and the image is close to the face, Gao Ye first achieved a soaring promotion in game endorsements. "Original Journey Mobile Game" officially announced Gao Ye as the brand spokesperson in March 2023.
Gao Ye also filmed a group of small ** for the Journey mobile game, which restored the scene when Gao Ye received the endorsement of "Original Journey Mobile Game", so as to output the interests of this mobile game and call on players to fight the national war with Gao Ye.
"Can't Hide Secretly" broadcast in June 2023 has brought a lot of increments to the new generation of post-95 Xiaohua Zhao Lusi, coupled with Zhao Lusi's previous accumulation of popularity and commercial value in domestic entertainment, her identity as a brand spokesperson has been stable.
On the Xiaohongshu platform, Zhao Lusi's interaction volume ranks TOP1, with a total annual interaction volume of 9052936, and the popularity is **.
Brand endorsements
In 2023, Zhao Lusi will propose 13 endorsements, winning brand owners in various categories such as beverages, food, daily chemicals, personal care, and the Internet. Looking at all the titles of Zhao Lusi's endorsements last year, 90% of them are brand spokespersons, but most of them are China & a single country, and the scope of cooperation with Tencent** has expanded to the world, which is inseparable from Zhao Lusi's works in the past two years.
Brand endorsement case
At the end of 2022, Bulgari officially announced Zhao Lusi as the brand spokesperson, and she became the first actress in 95 flowers to have a luxury spokesperson, although Zhao Lusi's temperament and face shape are slightly incompatible with luxury goods.
Judging from Bulgari's operation, the image of its spokesperson selection has begun to tend to be youthful, which is also a change in the rejuvenation of Bulgari's brand.
Dong Jie ushered in another spring of her career in Xiaohongshu through live broadcasts, as a star anchor who only started live streaming in Xiaohongshu in January last year, on February 24, Dong Jie's second live broadcast on Xiaohongshu reached 200 million, with 2 million people**, and 30 million were sold in one game, and since then she has become one of the top anchors in Xiaohongshu. And Dong Jie, the "top stream of the platform" incubated by Xiaohongshu, is a dimensionality reduction blow to the head anchor of the e-commerce channel.
Brand endorsements
In 2023, Dong Jie will add 13 new endorsements, covering dairy products, clothing, personal care and other categories. Most netizens feel "a clear stream" when they watch Dong Jie's live broadcast on Xiaohongshu, and there is never a pompous show in Dong Jie's live broadcast room, but quietly sharing products with you, just like communicating with a friend who understands life. Judging from Dong Jie's image and style of bringing goods, it is easier for her to attract high-quality clothing and personal care brands.
Brand endorsement case
In October 2023, Hong Kong footwear brand JOY&PEACE officially announced Dong Jie as its brand spokesperson, so that the commercial value of the "Queen of Goods" has been enhanced again. The reason why JOY&PEACE chose Dong Jie is because the brand's elegant, delicate and light luxury positioning is highly consistent with her own quiet and relaxed temperament.
Joy &Peace has always adhered to its own style and attitude and does not blindly follow the trend, which also coincides with Dong Jie's attitude towards fashion.
This time, the gentle and elegant teacher Xiao Dong calmly performed the autumn and winter series of blockbusters for joy &peace Zhenmeishi, and interpreted the 23 autumn and winter modern new shoes with an intellectual aura, highlighting the brand's non-blind obedience and sense of quality.
Wang Yuheng, who graduated from Tsinghua Academy of Fine Arts, is well-known to the public for a challenge about microscopic identification in the variety show "The Strongest Brain", such a high-knowledge figure has become a versatile and miraculous entertainment king because of his eclectic personality, and has been given the honor of "Kochi version of Zhu Yawen" and "mainland version of Kong Liu", which is favored by many highly educated and highly educated fans and advertisers.
Brand endorsements
Although Wang Yuheng is an "artist" who became a monk halfway, his commercial value cannot be denied, and his endorsement brands range from automobiles, furniture, clothing, to various technology and digital products, involving many categories. In 2023, 13 new endorsements will be added, which will not lose to various traffic stars at all.
Brand endorsement case
Wang Yuheng is different from the traffic stars who can supply heat to the brand, and his cultural and high-knowledge attributes are more in line with 3C technology digital or brands related to traditional culture. In May 2023, Gu Yu officially announced that Wang Yuheng became the brand's first chief cultural officer, and Gu Yu and Wang Yuheng joined hands to deepen the brand's label of wisdom, science and culture in the hearts of consumers, showing the brand's adherence to and inheritance of traditional culture, and also showing consumers the brand's strength in cutting-edge technology research and development.
Wang Yuheng filmed the short film "Looking for Chinese White" for the brand, Wang Yuheng saw the four traditional cultural relics of Dehua white porcelain, Xinjiang Hetian jade, Tang hairpin lady and Go, captured the whitening secret suitable for Chinese, and helped develop plant extract whitening products more suitable for Chinese skin in the process of leading consumers to explore Chinese whiteness in traditional culture.
Fan Chengcheng will successfully transform in 2023 with works such as "Unfamiliar with Life" and "Zeng Boy", and will also play an important role in the Spring Festival file "Flying Life 2".
Brand endorsements
In 2023, Fan Chengcheng will add 12 new brand endorsements, covering daily chemicals, shoes, food, beverages, clothing, daily chemicals and other categories. Even in the absence of hit dramas, he can still win endorsements in the gap period, thanks to the popularity accumulated on variety shows and the big screen before. According to statistics, since his debut, Fan Chengcheng's spokesperson titles have been maintained at more than 10 every year, and Fan Chengcheng is also the only post-00 artist in the TOP10 list of new endorsements.
Brand endorsement case
At the end of 2022, Bulgari officially announced Fan Chengcheng as the brand spokesperson. In fact, Fan Chengcheng cooperated with Bulgari in 2019, and Fan Chengcheng has climbed all the way from the first brand ambassador to brand spokesperson, which also proves that Fan Chengcheng's brand value has been recognized.
In his endorsement for Bulgari, Fan Chengcheng also launched a special necklace and watch for the New Year, and also brought a wave of goods, which can be regarded as a cooperation with quality and efficiency.
The rise of the commercial value of actors depends on their own strength. Yang Zi has become a hit drama from "Ode to Joy" to "Fragrant Honey Sinks Like Frost", "Dear Love", "Agarwood Like Crumbs" to this year's "Sauvignon Blanc". The long-tail effect of "Sauvignon Blanc" and Yang Zi's new variety show "Our Beautiful Life" have unlocked more brand spokesperson identities.
Brand endorsements
In 2023, Yang Zi will add 12 new brand endorsements, of which 9 endorsements will be concentrated after August, that is, after the broadcast of "Sauvignon Blanc", which is the empowerment of artists by the long-tail effect of summer hot dramas.
Brand endorsement case
In October 2023, Bosideng officially announced Yang Zi as the brand spokesperson, and released a set of posters of Yang Zi wearing Bosideng's classic series, initiating the topic of "lighting up the world's most beautiful snow scenes" to guide consumers and fans to participate.
Song Yi took advantage of the popularity of the TV series "Changfeng Crossing" to win the favor of the capital market, and her daily sweet interaction with Bai Jingting made many "addicts" come to the fore, and also increased the popularity of Song Yi himself.
Brand endorsements
In 2023, Song Yi will add 12 endorsement collaborations including personal care, clothing, and games, and her gentle and youthful image is very loved by the brand. On Douyin, Song Yi has 508With 30,000 followers, she often posts about her daily life and is more active on the platform. Song Yi is an actress who has won the love of the market with her hit drama + short **.
Brand endorsement case
In June 2023, half of the Jiaqing brand of the Department of Life Aesthetics, Qinghuan officially announced that Song Yi would become the brand spokesperson.
The reason why the brand chose Song Yi is because she has always been low-key acting in the entertainment industry and loves to enjoy life, which is in line with the concept of "life, half fireworks, half Qinghuan" that the half Qinghuan brand wants to convey.
The business performance of the head traffic star Wang Hedi upgraded again in the second year after the explosion of Canglan Jue. In 2024, brand owners can re-observe the trend of traffic stars (such as Wei Daxun, etc.) that rose last year, and seize the second bonus period of art volume realization.
There are many cases of brands using top stars to quickly increase brand voice. But what is more noteworthy is that in 2023, cutting-edge brands with e-commerce (including traditional e-commerce and Douyin, Xiaohongshu, etc.) as the main marketing position, and high-national stars (Li Yitong, Dong Jie, etc.) with strong cooperation platform attributes have also achieved success many times. In 2024, brand owners can consider cooperating more with artists with e-commerce platform traffic advantages (such as Zhao Lusi, Bailu, etc., whose social media accounts are hot).
It is also possible to observe the national artists who have their own content dissemination potential in the social media position after the work is launched, and can fully interpret the brand and products (the crosshair shows that after the launch of "Flowers", actor Xin Zhilei has continuously officially announced the business cooperation of Pechoin and Estee Lauder, both of whom are brand spokespersons).
On the whole, the artist endorsement market in 2023 has not changed the cooperation pattern, and the brand still prefers traffic-oriented artists. At the same time, for artists who are non-traffic but have a high degree of compatibility with the brand, they are also the objects that the brand is willing to devote to. Today's brands have shifted from chasing data and popularity to looking at the artist's attributes and the reputation of his works.
This year, many artists have added endorsements or upgraded titles due to the long-tail effect of hit dramas. Among them, there are also artists who have eaten the dividends of the platform, becoming the top reengineering on the platform and realizing their own commercial value.
In the future, it is difficult to find the top in the market, and the commercial market will not be divided by one party.
In 2024, the market is still looking forward to the traffic that explodes overnight, maybe more people will be pushed to the cloud by the traffic, and some people will be pulled off the altar, let us witness the madness of the traffic economy and the cruelty of the commercial market, but isn't this a new starting point?
[About the Alignment Sights].
Focus on entertainment marketing big data analysis and decision-making. It is the entertainment marketing big data analysis service partner of Alibaba, Focus, Youku, iQiyi, Kantar for many years, and has served more than 150 brands. WeChat search "Yihe crosshair" free experience VIP.
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