“They never get in trouble with the law. They don’t up their fees. You can use them for a long, long time.”
—Carol Phillips, President of Brand Amplitude
Mascots are ageless.
As your business and your brand grows and ages your mascot remains a constant, familiar feature.
Research shows that mascots are more effective at engaging and driving social media than celebrities.
Synthesio monitored social media buzz generated by both celebrity spokespeople and brand mascots and found that brand mascots, on average, contributed to a much higher percentage of that brand’s buzz on social media. While most celebrity endorsers only contributed to 3.19% or less of a brand’s buzz mascot endorsers ranked much higher.
Brand mascots create a softer way to sell your product.
Consumers prefer to interact on social media with a cute, entertaining character rather than a nameless, faceless PR person or corporate executive. While characters encourage casual conversation, executives simply do not.
Mascots provide a more effective voice through which to promote your brand while engaging customers.
We’re visual creatures, so stimulating your clients and customers visually is a no-brainer. Not only that, we like to humanise things, to make them familiar. Animals, bars of chocolate, – we’ve anthropomorphised the lot. And in the case of mascots, that helps create a real connection between company and customer.
Some of the worlds most recognisable brands are represented by live-action mascots – The Michelin Man, Tony the Tiger and The Energiser Bunny.
The Mr. Peanut mascot of Planters snackfoods is an example of a mascot with amazing staying power – he’s been around since 1916 and has moved with the times, developing his own Facebook page which currently has close to 700,000 likes! Mr. Peanut succeeds on social media, as an animation and a mascot costume because he’s a character with a complete personality.
A mascot helps name recognition and the right mascot can take advantage of social media by having its own Facebook Page or Twitter feed.
Studies show that brand mascots do resonate with customers, inspiring them to engage in conversation and share content. Mascots such as Flo from Progressive, the GEICO Gecko, and Tony the Tiger have brought significant social media success to their parent brands. By taking time to develop a mascot that truly personifies your brand, you too can cultivate a social media presence that reaches your core audience.
Mascots can have a significant impact upon improving brand recognition and sales and can even become their own cost centre with merchandising initiatives like toys, collectables and associated product sales.
Combined, the M&Ms characters have amassed over 10 million fans on Facebook. Ms. Green boasts 54,000 followers on Twitter, while Ms. Brown has her own station on Pandora. M&M’s candy dispensers, figurines, furniture, clothing and linen are highly collectable, just check eBay to see just how popular and sought after some of these mascots are.