Demonstrating that the celebrity endorsement deal

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Reference no: EM133369063

Question: Does a celebrity endorsement increase our brand awareness and sales?

You are the Marketing director for a group of 38 retails stores selling fashion targeting young women located primarily in malls and outlets in major U.S. cities. You company conducts significant marketing through social media and has a 3rd party vendor that collects and reports metrics for social media engagement and text analytics of posts that mention the company on a weekly basis. You also collect customer data from a random sample of 1000 shoppers quarterly who are offered discounts to participate in surveys and focus groups.

The company recently launched a campaign with a pop singer celebrity for a series of product placements and social media endorsements. You have been tasked with demonstrating that the celebrity endorsement deal has had a positive impact on brand (store awareness) and sales both online and in person.

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Reference no: EM133369063

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