It’s not uncommon to flip open a magazine and see a name you recognize. It’s also not uncommon to turn on the television and also see faces you know. But lately, these aren’t the names and faces of celebrities. They are fellow bloggers.
During any given month, you can open a magazine like Redbook and see quotes from the likes of Jill Smokler of Scary Mommy or Jenny Ingram from Jenny on the Spot. This past month, a P&G advertorial graced the pages of Redbook, along with the faces of Audrey McClelland and Vera Sweeney from Getting Gorgeous.
We’re also starting to see more and more blogger visibility on television and it’s not just guest spots on the Today show talking about the latest parenting crisis.
Recently, Sarah James from Whoorl made her debut as the new face (and hair) of Pantene. While she’s not new to television (she appeared on Rachael Ray talking about her weekly segment Hair Thursday), becoming a spokesperson for Pantene is new territory.
Her commercial started airing this month in North America for the latest Aqua Light product from Pantene.
Sarah, who has worked with Pantene’s PR firm over the years for her other blog Hair Thursday, was thrilled when they approached her last September looking to integrate a blogger into their new television campaign.
“One of the most exciting aspects of this opportunity to me (besides swishing my hair on national television) is that I definitely feel like a pioneer in creating a connect between blogging and televised advertising campaigns. We’ve definitely seen a rise in video campaigns over the past few years, so it’s only natural that television is the next step.
Pantene needs to be commended for breaking out of the hair model mold, and using a “real woman” (and blogger, at that) to promote their product line. I can only hope that this commercial will help to bridge the gap between the two, and create many more like-minded television campaigns featuring bloggers as spokespeople in the future.” – Sarah James
“We tend to work with bloggers in a variety of ways, one being to enlist them as a spokesperson or brand ambassador. Bloggers make great partners because they’re more than a mouthpiece for your brand, they’re a content creator.
When you bring on a blogger as a spokesperson, you’re working with someone who has a loyal following, who people instantly recognize, and who resonates with your audience sometimes even better than a celebrity. Plus, when you work with a blogger you have a built in way to reach their entire audience – they will likely want to document the experience as your spokesperson.” – Amy Schoenberger