From music icons to Instagram moms, paid partnerships are everywhere you look. And while a pop star representing a couture brand makes sense, some of these partnerships may cause you to raise an eyebrow or two. See if you can match the influencer to the label or labels they’ve worked with over the years.
Drag the brand to its celebrity endorser
Rihanna’s first-ever endorsement was with Secret for a body spray.
Christian Dior, Puma, Stance
After Kunis voiced her opposition to Mike Pence’s anti-abortion stance, a flurry of angry Twitter users tweeted #BoycottJimBeam, which called for the Bourbon brand to bump Kunis as its spokesperson.
Dior, Jim Beam, Gap
Shortly after renewing his contract with Under Armour, Stephen Curry began rolling down his socks to hide the signature Nike swoosh (which are tucked into UA sneakers).
Brita, J.P. Morgan Chase, Under Armour
In order to perform in next year’s Pepsi-sponsored Super Bowl halftime show, Justin Timberlake had to suspend his endorsement of Dr. Pepper Snapple Group-owned Bai - despite being financially tied to Bai.
Bai, Pepsi, GCSAA
Drag the brand to its influencer endorser
Fashion and Beauty Blogger
The blogger, whose real name is Paula Alberdi, regularly speaks to her followers in Spanish and includes both Spanish and English captions on her Instagram posts.
He Spoke Style
Men's Style Blogger
The blogger, Brian Sacawa, whose Instagram whose Instagram exudes luxury and a gentlemanly aesthetic, is also a professional saxophone player and elite cyclist.
Carl F. Bucherer, Allen Edmunds, Phillips
NYC Fashion Blogger
A New Yorker, the blogger works the city’s signature all-black aesthetic into virtually all of her fashion, decor, and travel content.
Sequins and Stripes
The blogger, Liz Adams, is a mother of two and curates two special sections on her blog entitled “Motherhood” and “Family”, with visual posts like “What We’re Buying for Baby” and “The Importance of Routine”.
Not all influencers are created equal. When it comes to partnerships, brands should make sure to choose influencers whose cadence, history, additional platforms, and previous sponsorships are consistent with broader branding efforts. As some brands have learned, an influencer’s following does not always correlate to the engagement lift he or she provides