Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy used by brands, companies, or a non-profit organization which involves celebrities or a well-known person using their social status or their fame to help promote a product, service or even raise awareness on environmental or social matters.
Marketers use celebrity endorsers in hopes that the positive images of the celebrity endorser of the brand will also be passed on to the products or the brand image associated with the celebrities.
Celebrity endorsement is usually commonly used by fashion or beauty brands, but a non-profit organizations rely on celebrities as well, as celebrities have mass communication skills which can attract people’s attention and is helpful in reaching a wider audience to raise their awareness towards a certain organization or an issue. In Ghana we have seen the likes of Wiyaala and Becca being used to create awareness on issues facing children, by UNICEF.
Also in Ghana, some celebrities have also been used for political campaigns, with most of them claiming they didn’t do it for monetary gains but rather based on their belief in the various parties they supported. Anyway, this list focuses on celebrity branding that surely came with rewards that are making our stars laugh all the way to the bank.
PLEASE note that the list does not include the likes of Lilwin, Agya Koo, Akrobeto and others due to the ‘visibility’ of the brands they often endorse. They are definitely smiling to the bank as well!!! Wink…
- Nana Ama Mcbrown
As the most successful actress in appealing to both sides of the Ghanaian movie industry (Kumawood and what they call Ghallywood), Nana Ama has been scoring high points with brands as well. Her endorsements cut across beauty products, food and home appliances. They include GOtv, Collorad, Hisense, Calorad Africa and more!
- Caroline Sampson
Model turned radio and TV personality, Caroline Sampson is surely the silent earner on this list that many may not be aware of. For somebody who was introduced to our homes selling brands such as Mentos and participating in several model and beauty searches, Caroline has made a smooth transition into the media space with over a decade of growth and experience under her belt. The YFM host has been milking it beyond LPMs from her radio station. From radio to TV, print and billboards, Caroline has been everywhere.
She is probably the most used personality by beauty and lifestyle brands when it comes to celebrity branding on social media. Her endorsements have included Castle Milk Stout, Guinness, Electroland (NASCO), Woodin, ZeePay, Papa’s Pizza and more!
- Juliet Ibrahim
Juliet Ibrahim is probably one of the most known faces in and out of Ghana when it comes to brands, particularly skincare and beauty products. She was recently made the face of World Kidney Day due to her charity efforts. Juliet has been used for brands in Ghana and Nigeria including Glo, LG, Nero Phones, Cintron Energy Drink.
She has been used for several beauty and skincare products that she decided to create her own line of eyelashes and lipsticks.
- Joselyn Dumas
Although Joselyn Dumas is relatively new to the world of celebrity endorsements, she has been milking it big since her arrival. She seems to have been able to appeal to the corporate world as well as the lifestyle brands with her beauty. She also took up a campaign on cholera when the epidemic reached disastrous proportions a few years ago.
Joselyn’s endorsements have so far included Range Rover Evogue, Jobberman, Ghandour Cosmetics, Glo, SB9 Front Office Currency Authentication Machine and many more!
- Sarkodie
Sarkodie has over the past few years stood tall as the most marketable Ghanaian music act, and it has reflected in the quality of his brand endorsements over the years. Amongst his most memorable deals is the deal with Samsung that resulted in him having his own branded set of headphones. He has also been a brand ambassador for Fanmilk, and his deal with Tigo is believed to have funded his much-talked about collaboration with American rapper, Ace Hood.
- Jackie Appiah
Jackie Appiah is undoubtedly the queen of brand endorsements in Ghana and for almost two decades, she has been used to sell everything from food to beauty items and even computer education. There’s probably no celebrity that comes close to her; however she is being used less in recent times, thus the reason why she is not on top of the list.
Her endorsements include Omolewa Cosmetics, UB Hair Relaxer, Ghandour Cosmetics, IPMC, Glo and many more.
- John Dumelo
Sitting on top the list is the king of brand endorsements in Ghana, John Dumelo. Being one of the most recognized faces in the Ghanaian entertainment sector, Mr Dumelo has been used for all sorts of brand endorsements including political campaigning for the National Democratic Congress (NDC).
With millions of following on social media, John takes his brand endorsements across board for big companies to small companies and even individuals. His endorsements include South Africa Airways, Telefonika, Huawei, Eddy’s Pizza, IPMC, Alomo Bitters, Best Western Hotels, and a lot more.
