Building brand impact with celebrity partnerships

Celebrity partnerships are everywhere. From prime-time billboards to niche B2B webinars. But as audiences grow more discerning, brand and marketing professionals face a tougher question than ever: Are celebrity collaborations still worth the investment?

The answer: yes, but only when they’re done with strategy, purpose, and a clear understanding of your audience. Whether you’re marketing fast-moving products or forging long-term B2B relationships, the way you approach brand partnerships can make or break impact.

Here’s how to do it right, and why it’s more than just star power.

Why celebrity partnerships still matter in 2025

From Rihanna redefining the beauty industry to Jason Momoa backing sustainable footwear, celebrities continue to bring cultural credibility and scale that’s hard to replicate elsewhere.

Their value isn’t just visibility, it’s trust. In a saturated media landscape, audiences tune out generic ads but lean in when the right face aligns with the right message. It’s why brands like Nike saw a 6.2% stock lift following a major celebrity endorsement. 

For B2B brands, partnerships may look different, but the principles still apply. Executive roundtables, product development collaborations, or sector-led campaigns with industry thought leaders or high-profile entrepreneurs can carry just as much clout, if not more, when done right.

From endorsement to collaboration: the new era of Brand x Celebrity

Gone are the days when a celebrity just smiled for the camera and cashed the cheque. In today’s market, the most effective partnerships are co-created. 

Celebrities are now becoming creative directors, product designers, and brand officers, bringing their audience and influence to the table, but also shaping the message from within.

Consider:

• Pharrell x Moët & Chandon: Rather than a flashy billboard, Pharrell dove into Moët’s archives to reimagine a luxury collection rooted in the brand’s heritage and personal celebration.
• Heinz x Mustard (yes, really): Grammy-winning producer Mustard became Heinz’s Chief Mustard Officer, co-developing products and media moments with a humorous, on-brand twist.

These examples aren’t just B2C gimmicks. The B2B world is seeing a shift, too. Think high-profile investors with media clout becoming co-creators of enterprise SaaS tools, or athlete-founders backing performance tech aimed at elite sports clubs and institutions.

The Dos: Making celebrity partnerships work

If you’re considering bringing a familiar face into your brand story, here’s what to prioritise:

Shared values over shiny names: Choose partners who already live your brand’s ethos. Kerry Washington didn’t just front a campaign for Byte (a virtual dental platform); she co-developed messaging around accessibility and joined in strategic planning, aligning deeply with her advocacy work.

Know your audience(s): Make sure there’s real overlap between your customer base and the celebrity’s following. Whether you’re targeting CFOs or Gen Z shoppers, alignment is everything.

Create, don’t just promote: From Rihanna’s Fenty to Selena Gomez’s Rare Beauty, celebrity-led brands are built on active involvement, not passive endorsement. Even smaller-scale collaborations can offer product development input, creative direction, or co-hosted digital content that drives value for both sides.

Bake in inclusion and innovation: Diversity, ethics, and sustainability matter more than ever. The best partnerships reflect real-world values. From inclusive product ranges to climate-focused initiatives, being future-facing is no longer optional.

The Don’ts: Avoiding common pitfalls

Don’t force a fit: Just because someone has followers doesn’t mean they’re right for your brand. Audiences are quick to spot a mismatch, like an elite athlete plugging fast food. It damages credibility rather than building it.

Don’t skip the strategy: One-off deals rarely deliver long-term brand equity. Without shared goals and integrated campaign planning, celebrity collaborations can become expensive, short-lived PR stunts.

Don’t forget what you bring to the table: It’s easy to be dazzled by reach. But your brand needs to bring something meaningful too. Be that infrastructure, innovation, or storytelling. The most successful partnerships are mutual.

Don’t chase trends blindly: Oversaturated markets (like skincare or gin) mean not every celebrity venture breaks through. Be critical and honest: does this add something new or just ride a wave?

Is a celebrity partner right for you? Ask these questions first

Before signing anyone, pressure-test your strategy:

• What’s the primary goal: awareness, repositioning, sales, recruitment?
• Are you trying to reach a new audience or deepen loyalty with your existing one?
• Does the talent truly reflect your brand values and tone of voice?
• Can they offer more than a social post? Can they co-create something meaningful?
• Do you have the infrastructure and creative team to deliver on this partnership?

Whether your business is B2C, B2B, or somewhere in between, the same principle applies: authenticity over attention.

How Creative Spark can help

At Creative Spark, we build brand partnerships that make strategic and creative sense. Whether you’re a challenger brand looking to punch above your weight, or an established name looking to reignite relevance, we can help you become unstoppable with: 

• Audience-first strategies
• Over 20 years of creative experience 
• Delivery across every channel
• Results-focused thinking. 

So, if you’re curious about what a purposeful partnership could look like for your brand, let’s talk.

Read our Delivery App case study featuring Rio Ferdinand here. https://creativespark.co.uk/work/deliveryapp/