In Nigeria right now, the trend of brands having celebrity influencers/brand ambassadors, is at an all time high. This is great because it has helped create alternative streams of income for these celebrities who operate in a saturated entertainment marketplace. However, the downside is that more and more, we are seeing brand collaborations that make absolutely no sense.
For instance, why would a radio personality be a brand ambassador for a mattress? Or a TV Talk Show host who clearly has no interest in cooking – an ambassador for a stock cube brand? Or an actress who has been slim all her life – an ambassador for a diet tea that flattens the tummy when we all know she has had washboard abs since forever… the examples are endless, but, you get the idea.
What’s the point of having a celebrity brand ambassador when the celebrity’s fans are not even the target audience for your brand? Go figure.
Which brings me to the Michelle Williams – YouVersion collaboration, which is a perfect example of what celebrity-brand collaborations should look like.
I was pleasantly surprised when I woke up to an e-mail this morning from YouVersion, a Bible reading app I’ve got on my iPhone, announcing that Gospel Artiste, Michelle Williams, would be sharing special devotionals about the ups and downs of her Christian life, and overcoming challenges with The Word. The e-mail stated:
Growing her business, advocating for women’s health through nutrition and exercise, getting engaged… It’s been a life-changing year for the Grammy-winning singer/songwriter and member of Destiny’s Child.
Now, in a very special YouVersion story, Michelle Williams opens up about her faith journey through depression and anxiety, and her continuing source of hope and peace: God’s Word.
Whatever season of life you find yourself in today, let Michelle’s openness encourage and inspire you. Then, after the video, join Michelle on a deeper journey of faith through her brand-new series of devotionals, exclusive to YouVersion.
This is smart PR and digital marketing. As you may know, Michelle recently checked into rehab due to her battle with depression, and many questioned how it could be possible that a woman who loves God could struggle with depression. When she was released from rehab, fans and friends all over the world reached out to her with warm messages of support.
Then bam!!! This YouVersion-Michelle Williams collaboration was announced a few weeks later. Perfect timing. Perfect positioning. Perfect Strategy. Perfect synergy. JUST PERFECT.
This is how you do brand collaborations, people. This is how to pick a brand ambassador. Michelle Williams is a Christian celebrity struggling with depression, and she reads her Bible to get through this battle. So it makes perfect sense that she would use the YouVersion app to stay connected to the Word, as it’s more convenient than carrying a physical Bible, especially given her hectic schedule as a public figure.
It all makes sense.
Dear Nigerian brands, please learn from YouVersion. I don’t wanna see a big, black grown-ass male music producer being the ambassador for Nasco biscuit! Or an actress who obviously only wears luxurious human-hair wigs being an ambassador for Darling Yaki synthetic hair when clearly she will never EVER put something like that on her head. EVER. Stop ITTTT!!! It’s so unrealistic it’s embarassing.
***
Here’s the introductory video from the You Version-Michelle Williams series:
