The one considered as a “slight” that Cristiano Ronaldo, star and captain of the Portuguese team, had with “Coca Cola” as part of his participation in the Eurocup, went around the world. It not only caused the aforementioned brand – sponsor of the event – to lose US $ 4,000 million in the stock market and lower the value of the company by 1.6%, but it also generated a wave of memes, comments, analysis and the question that all of us we make. How real and palpable is the impact of the actions of so-called influencers or celebrities on people?
The truth is that the power of the influencer for a long time brings with it certain questions, not only from the point of view of brands and their use in certain campaigns under millionaire figures, – Did you know that Cristiano Ronaldo receives about 47.8 million dollars from the post he promotes on Instagram, that he charges an average of US $ 1 million per post and that he would even collect more than playing for Juventus, according to a study carried out by the firm specialized in social networks Hopper HQ published in Buzz Bingo? -, but also with the credibility effect they have on the public.
For some time, the power of the micro-influencer was talked about as something more powerful or credible than celebrities, since despite having less than 10,000 followers, their network is closer and therefore actionable. But it is also true that neither could or can dethrone another, since they are configured as two complementary pieces to the puzzle of advertising sales.
And although Cristiano Ronaldo is being targeted today for an action that brought side effects for a brand, the truth is that not everything is negative. This is why influencer marketing in the digital age is so highly valued by brands. There are several recorded cases in which these types of figures have been able to raise a brand, run out of stock and at the same time build their own empire.
In that sense, the Kardashian sisters have a throne that, although it dates back decades, they continue to hold. Let’s just look at the smallest of the clan, Kylie Jenner, who in addition to being mentioned in Forbes as one of the most fortunate teenagers in the world, just wear, show in the distance or mention a garment for it to end in seconds.
Last December, Kylie posed dressed with her daughter in grinch pajamas, which means that Amazon suppliers sold all the pajamas in a matter of days, a few days ago Kylie herself recorded a video that she uploaded to instagram stories where she showed a waffle maker of the renowned cartoon “Minnie Mouse” which sold out the available stock in a few hours.
For all the aforementioned, whether negative or positive, it is indisputable to mention that a celebrity can be a very effective strategy when it comes to generating awareness and a certain reaction in people, but only time will tell us if this action by Ronaldo will remain as an anecdote or, this topic will continue to cause more problems for the most famous beverage brand on the planet.
Ariel Jeria, Puzzle Manager
*The opinions and concepts expressed by the columnists are their sole responsibility and do not necessarily represent the editorial line of this communication medium.
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