30 Nov '15, 9am

Online stars match global celebrities in influence, but for how long?

Online stars match global celebrities in influence, but for how long?

I think, to your point, they’re willing to enter into a sort of unwritten agreement in this triangle between consumer, brand and celebrity as long as the content is good. If the content’s going to be funny, emotional or useful — and some of the campaigns WhoSay is doing is having a celebrity teach a class at college that’s sponsored by a brand — and if it’s going to be moving, inspiring, hilarious or highly shareable and it’s going to help a consumer be understood by her friends or her peers because she can share something and say, “Hey this is me,” then it’s all good. The value proposition is there and if it’s selling a brand, “Sure, why not”?

Full article: http://www.luxurydaily.com/online-stars-match-global-cele...

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