Celebrity Engagement in a Digital World


Over the past few years the influencer endorsement game has changed dramatically.

The rise of social media and the evolution of digital influencer has brought about a new ‘breed’ of celebrity.

With more choice than ever before, brands are increasingly moving away from the one-off endorsement deals and instead adopting a more layered approach to their communications using both celebrities and influencers to reach audiences at every touch point.

In Celebrity Engagement in a Digital World, we explore the tools and tactics you need for a successful talent-led marketing strategy. The 10 interactive video modules, delivered by expert digital practitioner, Michelle Goodall, gives users a comprehensive view of the ever-changing digital landscape and insider tips on how to navigate it.

Book by 29th March and receive a trial membership of the Influencer Intelligence platform– our AI powered discovery engine that analyses +100K celebrities and influencers to find the perfect partners to truly engage target audiences.

Packed with brands case studies, expert interviews and best practice advice, the course is designed to give users insight into the opportunities and skills required to succeed as a modern marketer. Available at £395+VAT per person, with 60-days access, you study whenever you want over and at your own pace, and receive 15-CPD hours and certificate upon completion.

Interactive modules include:

2. The psychology of influence:
Gain a deeper understanding of the psychology and categories of celebrity influence. You will learn how to plan and execute effective celebrity engagement activity and understand how to build a compelling proposition.
1. Celebrity endorsement – its history and evolution:
How digital technology has transformed our lives and the way that brands communicate with their audiences.
4. Social media and the rise of influencer marketing:
This module discusses the evolution of digital influencers as a new breed of ‘celebrity’. We will explore how social media has impacted the celebrity endorsement world, as well as learning how celebrity and influencer marketing fits within a content marketing and social media strategy.
3. Planning celebrity marketing:
Learn the rules of effective celebrity and influencer marketing planning. Identify goals and set measurable objectives for your celebrity and influencer engagement and gain a deeper understanding of how your strategy can help you achieve your commercial, marketing and PR objectives.
6. Creating and managing successful celebrity endorsements:
This module discusses the different types of endorsements and partnerships, outlining best practice models, terms of engagement and the challenges faced.
5. Identifying the right talent:
Learn how to choose a celebrity partner that speaks authentically by establishing the criteria for a successful and unsuccessful partnership.
8. Managing reputation – crisis and issues management in digital:
What happens when a celebrity endorsement goes wrong? In this module we will learn how to define a crisis; planning for reputational risk; assessing, escalating and managing issues and reputation management.
7. Maximising the visibility and impact of your celebrity engagement activity in a digital world:
Learn the difference between owned, earned and paid media amplification techniques and other digital marketing tools
10. Future trends:
What is next for Celebrity Marketing and how will digital continue to affect the industry?
9. Measuring success:
Where does your engagement activity fit in the customer lifecycle? Along with social and website analytics and measurement frameworks that all help turn data and insight into action.

Book your place now by contacting our team on learning@econsultancy.com or by phone on +44 (0) 207 970 4167.