Fans Follow Celebrities and Engage with Luxury Brands
L2 - NYU Stern
Module 3: L2's Video & Celebrity Countdown

Maureen Mullen & Andrea Derricks, Research & Advisory, L2
"L2's Video & Celebrity Countdown"

Viral videos are making headlines as millions of people tune in online to watch them. Celebrities are emerging from unlikely places as the web turns from static pages to moving images. Video’s ability to entice and engage consumers is unparalleled, and this poses both opportunities and challenges for prestige brands.

In this new landscape, how do prestige brands: Use video and celebrity to achieve their marketing goals? Take advantage of the opportunity while maintaining the selectivity and aesthetics they have worked years to establish? Reap the benefits that earned media brings from celebrity endorsements (both traditional and web phenomena)?