The endorsement is an advertising contract in which a professional (endorser) commits to using the products of a specific company (endorsee) in their professional activity.
Indeed, this type of contract is signed with the goal of leveraging one's image for the promotion of those very products.
The obligations concerning technical support and product supply fall on the company.
Furthermore, this contract also entails the payment of a sum of money by the beneficiary, with the right holder of a patent or property, the so-called royalties.
Endorsement Strategies
Endorsement is usually carried out by celebrities, influencers or industry experts.
The main purpose of this agreement is to confer awareness, credibility and increase the visibility of the brand.
Therefore, following the line of these objectives, one can talk about or recommend the product in question with videos or photos on social media.
Furthermore, it is also possible to talk about endorsement when users or consumers online decide to share their experience using the product, contributing to word-of-mouth and improving brand reputation through a referral.
This form of support, both from celebrities and from ordinary users, can therefore be very advantageous for companies.
Examples of Endorsement
Volvo Trucks - The Epic Split feat. Van Damme
In this commercial, the protagonist Van Damme performs a split between two reversing trucks.
This live test was set up to demonstrate the precision and directional stability of Volvo Dynamic Steering and as a spokesperson, they obviously called in a big celebrity!
Liam Neeson and Clash of Clans
Official Super Bowl TV spot for Clash of Clans Revenge featuring Liam Neeson.
In the spot, this famous testimonial "convinces" people in some way to download the game.
So, the element of surprise makes a commercial memorable, because it arises precisely when you see what you don't expect.
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