Charlie is so cool like: http://www.tandfonline.com/doi/figure/10.1080/19392397.2014.903160?scroll=top&needAccess=true
By situating Charlie’s ‘How to be English’ in the context of establishing celebrity, the article argues that the processes of celebrification and ‘self-branding’ utilise the power of identity myths to help assist the construction of a celebrity persona. Use of masks and myths allows for one to develop various aspects of their persona into personas. One such persona for Charlie is his ‘Englishness’. As the social experience of ‘Broadcasting yourself’ necessarily asks one to turn ordinary aspects of their person into extra-ordinary qualities, Charlie’s use of Englishness allows ‘being English’ to become a mythological device to overcome the problem of ‘self-promotion’.
Zoella brand backlash on advent calendar: http://www.dailymail.co.uk/femail/article-5084649/Zoella-blames-Boots-price-tag-advent-calendar.html
YouTube star Zoella has addressed the controversy surrounding her own brand advent calendar after customers complained that it was a 'pile of tat' and unworthy of its £50 price tag.
In her latest video on her secondary channel MoreZoella the 27-year-old defends her product and claims it was the retailer who made the decision on the calendar's price.
In the video entitled Christmas Adverts and How We Met, Zoella, real name Zoe Sugg, speaks from multi-million pound home in Brighton in which she explains that the price tag was not 'her intention.'
Read more: http://www.dailymail.co.uk/femail/article-5084649/Zoella-blames-Boots-price-tag-advent-calendar.html#ixzz54bzFr1cp
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How brands use of online celebrity influencers is maturing http://www.thedrum.com/news/2018/01/15/how-brands-use-online-celebrity-influencers-maturing
According to research by blog discovery website Bloglovin’ 32% of marketers saw influencer campaigns as being essential to their strategies, with 41% admitting to seeing more success from their influencer campaigns over their traditional advertising.
“Brands are learning,” states Peter Willems, head of marketing activities and sponsorship for world footballing body, Uefa, while speaking on a panel organized by FCB Inferno about influencers and his experience of working with them through the launch of a new project alongside freestyle soccer skills channel, F2.
“Brands are more and more trying to put the objective first. We believe in data but we struggle a little bit with specific target groups, especially youngsters, and therefore one of the objectives of working with F2 was to grow our database within that specific target group. We believe at the moment that influencers can help us there.” he continues to explain, adding that sharing the objective with the influencers who are involved in the collaboration is now crucial too.
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