CreatorIQ-Ranked Super Bowl Ads Based On Social Media Impact of Celebrity Endorsements

CreatorIQ
CreatorIQ
Feb 11, 2022
CreatorIQ-Ranked Super Bowl Ads Based On Social Media Impact of Celebrity Endorsements

A look into how creator-brand partnerships amplify investment in pricy ads: the Top 10 brands whose Big Game commercials have the potential to get the biggest bang for their buck from sharing across social media platforms. 

"With the rise of social commerce, creators and social platforms are playing an increasingly important role in tentpole televised events like the Big Game," said Tim Sovay, COO at CreatorIQ. "Creator partnerships allow brands to not only extend the lifecycle of their campaigns, but create a full-funnel approach that leverages the reach of TV with the targeting and commerce capabilities of social platforms."

In the week before the Super Bowl, many brands released teasers or clips of their commercials in advance, which the celebrities featured in them also shared to their social profiles. 

Nissan, for instance, shared its “Thrill Driver” clip, starring actors Eugene Levy, Danai Gurira, Dave Bautita and Brie Larson. All four shared the video to their respective social profiles. The four combined have over 32 million social media followers across all platforms (cumulative, not de-duped). Sam’s Club “VIP” ad, meanwhile, featured Kevin Hart, who shared the video with his combined 237.8 million social followers.

By way of comparison, here’s a ranking of brands with Super Bowl ads that feature influencers with the largest social following, according to data from CreatorIQ: 

  1. Sam’s Club + Kevin Hart: 237.8 million followers
  2. Bic + Snoop Dogg (159.4m) and Martha Stewart (13.9m): 173.3 million followers
  3. Squarespace + Zendaya: 172.9 million followers
  4. Doritos + Charlie Puth (61.8m) and Megan Thee Stallion (59.2m): 121 million followers (2 different ads)
  5. BMW + Arnold Schwarzenegger: 53.5 million followers
  6. Nissan + Eugene Levy (505k), Danai Gurira (4.8m), Dave Bautista (16.9m) and Brie Larson (9.8m): 32 million followers
  7. Rocket Mortgage + Anna Kenderick: 28.5 million followers
  8. Planet Fitness + Lindsay Lohan: 26 million
  9. Lays Potato Chips + Seth Rogan (23.7m) and Paul Rudd (N/A): 23.7 million followers
  10. Booking.com + Idris Elba: 19.9 million followers

These are more than just vanity stats. They carry very real benefits. Looking at last year’s Big Game, brands like Walmart, Squarespace, Lay’s, and Crypto.com enjoyed significant YoY growth in earned media value (from Dec. 2019 to April 2020) as a result of the social activity around their ads.

  • Walmart 35%
  • Squarespace 22% 
  • Lay’s 88%
  • Crypto.com 4.4k%

But the creator economy is maturing. Simply featuring a celebrity with a large social following in a high-profile ad doesn’t take advantage of the full potential of the creator economy and social marketing. There are thousands of creators brands can work with to extend their message across social platforms and drive commerce for real, bottom-of-funnel ROI. Paying big celebrities to star in an ad is easy.

Finding relevant creators to activate and run social campaigns at scale requires a definitive platform designed for discovery, management, and benchmarking results. To level-up your creator discovery before the next Big Game, learn How Machine Learning Transforms the Way you Discover Influencers.

Ready to see CreatorIQ's creator discovery features in action?

Request a Demo