With their air of authenticity, substantial fanbases, and buzzy social media, reality-TV stars hold great allure for marketers. But beware, says Ellie Cordy of Don’t be Shy – not all celebrity endorsements pay off. Stacey Solomon's partnership with George Home works because it seems authentic / Coelho Comms Stacey Solomon‘s partnership with George Home, a brand under Asda, is an example of reality endorsement done right.
At the time of writing, an astonishing 155 Stacey-branded homeware items are available exclusively through Asda. A 12-piece dinner set, a baby’s sleep bag, and a ‘green outdoor dinosaur sprinkler’ are among the most recent launches. This collaboration thrives because of its authentic strategic alignment.
A large proportion of Stacey‘s fanbase consists of home-decor enthusiasts and parents of young children – exactly the target markets at which George Home is aimed. This demographic alignment ensures that products promoted by Stacey resonate with her followers’ needs, interests, and aspirations. Through her popular social media accounts – 5.
9 million Instagram followers and rising – Stacey shares home-decor tips, DIY projects, and glimpses of her family life. Stacey’s down-to-earth personality and genuine enthusiasm for product endorsements play a crucial role in building trust and driving sales. She might post about redecorating a room in her house using George Home products, providing practical tips and showing how these items fit int.
