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Our PR intern Richard Burgess gives his views on celebrity endorsement, the pitfalls and the triumphs…

As celebrities are becoming more and more influential with the use of social media and having the public sphere at the touch of a button, the price on a celebrity’s head will continue to rise. From the Kardashians to the so-called ‘celebrities’ on Big Brother, it is crazy to think that you can become a ‘celeb’ over night, with no talent required.

Nowadays, celebrities are endorsing anything from handbags and perfume to toothpaste and potatoes! The knowledgeable “Father of PR”, Edward Bernays, would no doubt be turning in his grave if he knew what society called celebrity endorsement these days. In the 1920s Bernays mixed the world of consumer with the world of models for his campaign ‘Torches of Freedom’ to break the taboo of women smoking in public. Nevertheless, the power of celebrity endorsement is now huge in the 21st century.

With celebrity endorsement at an all time high, it is no wonder the well-known online clothing brand Littlewoods.com has had its first social media sell-out ; even if you never thought you’d see the day. Myleene Klass in her sexy but sophisticated fuchsia number sold out as soon as the advert had been aired online, through Twitter, Google+ and YouTube. So, this could either be a great example of how celebrity endorsement can work, or a prime instance of the ‘copycat’ mentality of today’s society.

But as I am sure you are all aware, using a celebrity to endorse a brand can also backfire. The recent campaign by English clothing firm Boden proved how choosing the wrong celebrity can end in disaster. Boden’s customers were unimpressed with stunning supermodel Helena Christensen as the face of the brand which is traditionally portrayed as wholesome and ‘mummsy’ – making it hard for customers to relate to.

I think celebrity endorsement can work if retailers use a celebrity that is relevant and on-brand. It is important that if you use a celebrity to front your campaign that you do it for the right reasons. Don’t let your brand fall into the trap!