According to the NPD Group (National Purchase Diary), a market research company that provides market and business information, Rihanna has been named the ‘most marketable’ of all celebrities (including athletes and actors) of the year, as her fans and followers have more distinctive and stronger brand preferences as those of other celebrities’. Such research not only denotes Rihanna’s influence upon her fans, but also helps the A-list international brands to better understand and identify which celebrity is most likely to engage with customers. The research was conducted via BrandLink Databases, whose aim is to collect and gather responses from consumers regarding more than 2,500 brands and 1000 celebrities.
Regarding the study and its results, NPD Group vice president Barbara Zack recently told WWD: “[Chief marketing officers and chief financial officers] have long asked for better data to help inform their expensive sponsorship decisions. We can now prove what has been suspected when making expensive sponsorship decisions—that celebrities are media properties in their own right, with audiences that have nuanced brand preferences. In the same way that every sitcom is not equally valuable to a particular brand, neither is every celebrity equally valuable to a particular brand.”
What’s more surprising, however, is that he Barbadian singer just surpassed a strong concurrence made of personalities, such as Angelina Jolie, the Coldplay and even Beyonce, to achieve the honor. According to the NPD Group, Rihanna hit an incredible index score of 367, which basically means “she has almost 3.7 times as many strong brand endorsement opportunities as the average big-name celebrity.”
For the records, Beyonce came second on the list, shortly followed by Ne-Yo and Usher (their index scores rank of 336 and 334 points accordingly). Wiz Khalifa and The Weeknd, who definitely had a life-changing year in 2015, came fifth and sixth on the list. J-Lo took the seventh spot, Kevin Hart the eighth, Dr. Dre the ninth and Khloé Kardashian the tenth.
In a society, where having a lot of social media followers is easier than actually influence on the followers’ shopping preferences and choices, being almost 3.7 times stronger than other celebrities is no small feat. It must have been extremely good news especially for all those brands, such as MAC Cosmetics, the Barbados Tourism Agency, Stance, Balmain, Dior, Samsung and Puma, which recently teamed up with Rihanna within the latest months.
What the research is just trying to prove is that choosing Rihanna or Beyonce as a brand ambassador is an equally good choice, but that choosing Rihanna means her fans and followers will be 3.7 times more likely to actually buy the advertised product. Among the aforementioned brands, Puma is probably the one that could prove it, as it took the most out of this collaboration indeed.
Well done, RiRi! Now we just have to wait for Anti, her upcoming studio album, which apparently still doesn’t have an official released date.
Photo courtesy of Zimbio