Humans thrive on connection.

Beyond messaging, imagery, and products, people need people.

Whether it be friends and family, unreachable celebrities, or fictional characters, many latch onto others because they give them a sense of familiarity, reality, and trust.

Providing people with figures they can relate to and see as a beacon of humanity in whatever you’re building –such as a brand– can help you engage them more efficiently.

These figures act as ambassadors, breathing life into brand narratives and leveraging their appeal to amplify messages across various channels.

In her interview with Ben Kaplan for TOP CMO, State Farm’s Alyson Griffin, explains how the company has relied on fictional and celebrity figures to enhance its marketing.

They serve as storytelling catalysts, transforming campaigns into compelling narratives that resonate and leave lasting impressions on consumers.

Find out more about her approach below!

Fictional characters

For State Farm, it’s Jake from State Farm.

Fictional characters serve as brand ambassadors, encapsulating the values and ethos of a company in a relatable and memorable way. 

They can personify the core concepts and principles of the company, becoming a recognizable and enduring symbol.

These assets, though surely hard to build into icons, can provide businesses with partners that don’t cost a cent. No need to spend millions on endorsements, just your own creation.

Their fictional nature also allows for creative flexibility, enabling marketers to mold and evolve characters to suit changing trends and market dynamics, or shifts within the company and its target audience.

The use of fictional characters can humanize brands, connecting with audiences on a personal level. 

By developing characters with depth and authenticity, companies can instill trust and convey complex brand messages in a way that resonates with consumers, fostering a lasting and positive brand perception.

Celebrities

Celebrities bring a built-in fan base.

Leveraging their existing influence can amplify the reach of brand messages.

Beyond mere visibility, celebrities contribute authenticity and credibility to a brand. They are influencers –whether they use that title or not– people look up to when making decisions or seeking advice.

The aspirational nature of celebrities enables companies to tap into the emotional connections fans have with their favorite stars, that sense of loyalty and affiliation.

Additionally, these partnerships can be beneficial for them too, as their association with products or services that serve their audience’s needs can make them more relatable.

A bridge between the glamour of the celebrity world and the consumer's everyday life.

Celebrity partnerships often extend beyond traditional advertising, providing opportunities for collaborations, sponsorships, and joint ventures that can further elevate brand visibility and engagement.

Targeted partnerships

The use of figures should always be premeditated and careful.

Their audience, industry, and anything else that distinguishes them should be used as key focal points to personalize each campaign they’re a part of.

Taking on a one-size-fits-all approach is a misuse of the impact figures like celebrities may have. Their influence may be limited to only a portion of your target audience, which means using them for all your marketing might not have the desired effect.

The decision to deploy celebrities endemically, aligning them with specific contexts related to their expertise, carries distinct advantages.

It ensures relevance and authenticity, enhancing the resonance of the brand message. 

Moreover, this strategic alignment can optimize advertising spend by reaching audiences where their interests naturally intersect with the brand's offerings.

The use of figures endemically also allows for a seamless integration of brand narratives, creating a cohesive and harmonious storytelling experience for the audience. 

So where does this leave the fictional characters? Well, they’re perfect for global, holistic efforts.

Celebrities don’t represent 100% of your values, but your made-up characters do.

Fictional figures are appropriate for the general market, beyond fanaticism, for brand-building.

This endemic, targeted strategy allows you to maximize the impact of figures and forge deeper connections with consumers, contributing to long-term brand loyalty and positive associations.

Figuring it out

There isn’t a single way to leverage the power of human connection. 

Whether you choose celebrity endorsements, characters of your own, both, or neither, each brand is its own world and what works for one may not work for another. 

The important thing is to recognize the different strengths of each approach and tailor campaigns and efforts to them.

Fictional characters can be embodiments of everything your brand stands for. Regular Joes that your audience can find amusing and relatable while having a clearer reference of what your company represents.

Celebrities bring their own public and have their values, credibility, and expertise. You can leverage these to reach a larger audience and indirectly associate their positive qualities with you.

The key lies in constantly reevaluating people’s preferences and trends to use these figures adequately to become omnipresent in the right, digestible way.

Before you know it, you might have your own Jake from State Farm.

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