The role of high-profile figures in amplifying experiential marketing initiatives

: analyzing the role of high-profile endorsements in enhancing the success of experiential marketing campaigns

Abstract

This internship report explores the role of high-profile endorsements within experiential marketing, focusing on their impact on campaign success. The study was conducted at a Norwegian event and communication agency named Kite Kommunikasjon og Event. Through qualitative, in-depth interviews across various departments in the internship organization. The research aimed to identify consumer perceptions of experiential marketing, analyze the influence of celebrity endorsements on brand value and consumer loyalty, and determine critical success factors in high-profile experiential marketing campaigns. The findings reveal that high-profile endorsements significantly enhance the reach and engagement of experiential marketing initiatives, establishing them as a crucial component of successful campaigns. However, the research also highlights the potential risks involved in selecting the wrong profile for a brand, which can undermine the campaign's effectiveness and negatively impact brand perception. The study concludes that celebrity collaborations are powerful tools in experiential marketing; their success depends heavily on the strategic alignment between the endorser's image and the brand's identity. These insights contribute to a deeper understanding of the dynamics at play in experiential marketing and offer practical guidance for optimizing future campaigns.

Date of Award	23 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)