London, United Kingdom, October 17, 2009 --(PR.com
)-- Celebrity recommendations website TheNod.com and online market research specialists Attentio have partnered to track and analyse celebrity brand associations.
The Celebrand Index has completed a set-up phase establishing patterns around celebrity “buzz” in relation to commercial sectors including Fashion, Travel, Technology, Sport and Automotive.
The index will track how official recommendations like advertising campaigns and celebrity own-brand products impact on consumer awareness, alongside unofficial recommendations such as a celebrity being spotted at a venue or using a product.
The Nod’s CEO David Lethbridge said, “The Nod tracks and lists celebrity recommendations and, via our affiliate model, sees it convert successfully into sales. We wanted a research partner to provide further data on the value, opportunities, and trends from celebrity association.”
Attentio Co-Founder Simon McDermott said, “Previous studies of this type just looked at whether celebrity endorsements work – which has been proven. Brands want to see more insights like which celebrities are generating buzz, in what sectors, and if those are positive mentions.”
The data is captured by web crawling thousands of online news and social media sites to identify celebrity mentions alongside topics of conversation. The trial has already revealed some interesting patterns:
- Female celebrities more discussed online than men
- Celebrity topic associations shift rapidly in response to campaign activity or news
- Some topics, like travel, have high buzz and relevancy to celebrity conversations but low brand presence
- Some celebrities are discussed more emotively than others indicating a celebrity’s potential to drive brand loyalty
The Celebrand Index will be released as a quarterly report showing analysis of The Celebrity 100 collated by Forbes Annually and separating male from female celebs as well as focussing on specific sectors such as Fashion, Travel, Sport, Technology, Health and Beauty, and Literature.
Insights will also include rising stars, successful celebrity endorsements, and where brand opportunities lie.