Power Couple Marketing: Why It Works
3 Minute Read
· Consumers and fans show an undeniable interest in staying up to date with celebrity relationships and brands play to this consumer insight when creating campaigns that feature power couples.
· Brands leverage a couple’s chemistry and dynamic to create a sense of relatability with products and consumers.
· Brands expand their target audience by using both partners, which together, have wide appeal as they resonate with different audience segments.
By definition, a power couple is a relationship consisting of two people who are each influential and/or successful in their own right. Brands use these couples, who usually consist of high-profile celebrities, to gain mass awareness for their brand and products they promote. Also, by using a power couple, brands can target each partner’s unique following, expanding reach and impact for promotional campaigns. Using power couples in branded campaigns provides more exposure and engagement with consumers as celebrities’ personal lives, especially when it comes to their relationships, often become one of their most marketable aspects. MKTG explores 3 case studies of brands who signed both parts of a couple in an endorsement deal.
Brands leverage a couple’s chemistry and dynamics to create a sense of relatability with the consumer.
Kristen Bell & Dax Shepard struck a deal with Samsung in 2014 and have been promoting a variety of products from watches (Samsung Gear) to washing machines (Samsung ActiveWash) through a variety of spots. The power couple is known for their quirky, fun, and comedic chemistry as well as being extremely family oriented. See below for how Samsung leveraged this insight to promote an authentic feel to their spots when promoting products that can be used around the home.
Aside from showcasing their personality which consumers know and love, what makes it authentic is that Samsung took their reality, such as being pregnant and having children, and used that to create moments that the average consumer can relate too. Brands like Samsung remove the fame aspect and pedestal that celebrities often fall onto and place them into a consumer reality - a strategic tactic for a brand like Samsung who is promoting products that work with Kristen and Dax’s audience and demographic which is the modern family.
Another example is John Legend and Chrissy Teigen – who both were used in promoting the Google Assistant. John and Chrissy both had careers and fame before they were married in 2013, but their marketability sky rocketed once they started being more open with their relationship and showcasing their unique dynamic that the public admired.
Brands expand their target audience by using both partners, which together, have wide appeal as they resonate with different audience segments.
Brady was first signed to Under Armour in 2010 and acted as a strong face for the brand and male audience. The brand then signed his wife, international supermodel Giselle Bundchen, to become a Brand Ambassador and star of the “I Will What I Want” campaign. Together, the couple acts as a joint force for Under Armour. This partnership and campaign was executed with the purpose of shedding Under Armour’s male dominated image. The campaign highlights powerful women that showcase physical and mental strength with Giselle being one of the most notable faces.
As Giselle and Tom’s relationship grew, so did the interest and investment of the public and fans. Under Armour took note of this and leveraged their high-profile relationship to sign Giselle and bring further attention to the brand which inevitably showcased a broader product line for both men and women. Not only does the brand benefit from gender diversity but from a social following aspect as well. Both Brady and Giselle have a unique following and Under Armour is able to expand their target market as the brand is able to reach a wider audience.
There are many power couples around the world and brands are realizing the impact and influence they have with consumers. As a package deal, brands can use the power of a successful relationship with a positive chemistry.