When it comes to building fandom for brands, does adding a celebrity to your ad and brand campaigns work?
MarketCast’s third annual Brand Fandom Report—which surveyed more than 10,000 U.S. adults across 160+ brands and 21 brand categories—zoomed in on the impact of celebrities and influencers on how people feel about brands and whether these famous faces really drive people to buy.
Here’s what we found:
Most People Don’t Make the Celebrity Connection
Despite the flood of celebrity and influencer endorsements out there, most were not able to recall regularly seeing or hearing from a celebrity or influencer. And even among those who could recall the connection, only about half of them said it made them want to try the brand’s products and services.
Gen Z? A Different Story
Younger consumers are paying attention. Gen Z and Millennials are much more likely to notice celebrity and influencer partnerships, feel more positively about the brand, and be motivated to give it a try. For Gen Z who remember seeing celebrity and influencer endorsements, 65% think more positively about a brand, and 58% are more likely to try it. That’s a big win for marketers looking to build fandom with the next generation of buyers.
Celebrity Power Hits Harder for Parents
Gen X and Boomers were generally less influenced by celebrity power — unless they had kids under 18. In that case, they became the most influenced group across the board. Not only did their perception of the brand improve, but their interest in trying it increased: nearly 70% of parents who recall a celebrity or influencer endorsement were likely to be swayed to use a brand.
Some Categories Get a Bigger Boost
Celebrity influence isn’t one-size-fits-all.
- Apparel and Video Games brands saw the strongest celebrity recall and impact on brand consideration when celebs or brands were involved.
- Consumer Electronics and Tech brands did have high celebrity/influencer recall, but when they were remembered, they had a stronger impact on likelihood to use.
- Automotive, Travel, and Retail brands, on the other hand? Least impacted overall by celebrity endorsements.
Bottom line: Celebrity and influencer marketing still have a role to play — especially with Gen Z and parents of young adults — but it’s not a silver bullet. The key is knowing who you’re trying to influence and whether a famous face fits with your brand and can move the needle in your category.
Want to learn more, or get a copy, of the MarketCast 2025 Brand Fandom Report? Let’s talk fandom.