From Xiao Zhan to Dongyu Zhou: The global appeal of celebrity brand ambassadors

Actor and singer Xiao Zhan is often the top-ranking and most engaging celebrity on platforms such as Weibo. — Zenith

One of the go-to marketing strategies for fashion, beauty, sports and luxury brands is leveraging celebrity influence, naming TV and film stars, performers and sportspeople as “brand ambassadors” or “friends of the brand”.

From Oscar-winning actress Julia Roberts’ reportedly US$50mil (RM212mil) deal with Lancome to tennis legend Serena William’s US$55mil (233mil) deal with Nike, brands are willing to pay top dollar to get the biggest stars to endorse their products.