Cracking the celebrity fandom code to achieve brand objectives
Celebrities and the fandom around them form a key component of popular culture. Not only do fans want to know all they can about their favourite celebs – from their real lives, their interests, right to the causes they support – they also want to engage with them as much as possible. Digital platforms available today make it possible for fans to get a ringside view of their favourite celebrities in a more authentic and engaging way.
Bringing fans closer to their icons
Celebrities on Hotstar was created to bridge the gap between reel life and real life, offering the audience a meaningful way to engage with their favourite stars and learn more about their lives.
It also makes for great storytelling, which Disney+ Hotstar has consistently delivered. In fact, it is defining the culture code – 12 of India’s 15 most-watched OTT shows are housed on the online streaming platform. With the audience continuously interacting here, ‘Celebrities’ is driven by engagement-led viewing.
Keeping this need and celebrity fandom culture in mind, Disney+ Hotstar kept audience interests front and centre while choosing influencers for the channel. This is why Celebrities on Disney+Hotstar offers a great opportunity to plug into fandom. Throw in the platform’s scale and unparalleled reach and what you have is an unbeatable value proposition for brands.
What Celebrities on Hotstar offers
Disney+ Hotstar enables insight-led pairing between brands and celebrity influencers, offering a variety of flexible solutions that suit every marketing objective. Brands can engage with influencers who pair well with their voice and narrative, and partner with them for quick or extensive engagement. This way, marketers can also ensure that the right celebrities lend their personalities to further the brand’s message. ‘Celebrities on Hotstar’ is a modular approach to storytelling; the campaigns are simple-to-execute and provide a robust return on investments.
The partnerships, therefore, are credible and authentic. Besides, the content is brand-safe – not a given on options like social media – and the platform takes custodianship of it. The reach is measurable and organic, offering insights and learnings for brands to apply to in future campaigns. Given the authenticity of the interactions, the message and content have longevity for influencers, fans, and brands.
The success of this approach has been proven repeatedly. Celebrities on Hotstar has garnered an organic viewership of over 2.5 million for each celebrity, and a combined viewership of more than 20 million video views.
“I have always believed food isn’t just our sustenance. It is our medicine, our way of connecting not only with people but our planet also. Unplanned Farming is one of the biggest contributing factors for deforestation. So knowing how our food is grown, where it comes from and where it goes is important for our survival. When Hotstar approached me I was delighted to have the opportunity to share a philosophy that is very close to my heart, namely a life attuned to nature. That is what Eat, Love, Live was conceived to be, a shared journey towards understanding how to live a healthy, happy life filled with love and compassion that will help us begin to heal our planet” says Masumeh, whose show Eat.Love.Live has seen over 4 mn organic views on hotstar.
Influencer marketing is all about the science of emotions. When matched with the right influencer and audience, it can achieve wonders for brands – and Disney+ Hotstar can help marketers do just that.
