The era of Instagram posts from celebrities driving brand success is waning as the celebrity/influencer field becomes increasingly saturated, meaning each post carries less weight than it used to in the early days (circa 2014).
When you add to this trend the fact that the public has become increasingly accustomed and increasingly fatigued by constant celebrity advertising posts, it seems that brands relying on traditional celebrity endorsements are fighting a lost cause.
So how do you work around that if your brand relies on a prominent celebrity ambassador?
Well, internet and social media mogul Dan Bilzerian seems to have an answer that is backed by both public opinion as well as $100’s of millions closed in funding.
Rather than simply endorse a product, Dan has created a form of shock-value marketing around his own image that he then leverages to keep his companies such as Ignite and Alister trending in the news media.
So as mainstream media propagates Dan’s shocking exploits and head turning revelations- such as a potential 2024 presidential bid and plans to give up everything from social media to drinking and Sex- he regularly funnels the billions of media impressions generated into his cannabis brand Ignite International- which has been molded after and become synonymous with his Bad Boy Image.
The results of this astute brand leveraging have been nothing short of astronomic.
Within just one year of launch, Ignite International has IPO’d and it recently closed back to back $10M installments of a greater $100M funding plan.
Dan’s second label Alister- a men’s pheromone-boosted haircare products and colognes- is also closely molded around Dan’s lifestyle. As Ignite develops into its own organically propelled cultural phenomenon, look for Alister to start to become a major recipient of Dan’s publicity leveraging, meaning that the emergent brand should shortly develop into a household name brand as well.
So while many celebrity brands no longer have market conditions ripe for success, the precedent set by Dan serves as a powerful and sustainable alternative backed by contemporary market success at the highest level.