Celebrity influence still works – but only when it’s backed by strategy, not just follower count. Brand alignment is everything.
On our recent “Summer of DashPass” campaign with DoorDash, we leaned on the theme “Summer Scaries”, understanding that for parents, summer isn't all sunshine and relaxation, it's a horror-story juggling act of activities, kids' snacks, last-minute needs, and dwindling patience.
With parents across the US facing a shared challenge, we needed to get the word out far and wide that DashPass could make their lives easier, and celebrity talent was the perfect way to amplify that message.
Mega-creators/celebrities posted content on TikTok and Instagram, sharing their own "Summer Scaries" moments as a parent, with a CTA about an exclusive giveaway of Summer Survival Kits and DoorDash credits to help their followers survive summer challenges.
Ashley Tisdale was the top-tier talent on the campaign.
Ashley Tisdale has built a following of over 16 million on Instagram and 8.9 million on TikTok, made up largely of fans who feel nostalgic about her iconic role as Sharpay in High School Musical and other films and shows from her youth.
Now 40, Ashley resonates most with Millennials and older Gen Z, especially parents with young families, who enjoy watching one of their childhood idols navigate parenthood alongside them.
Due to her aligned audience, it made perfect sense for Ashley to spread the word about DashPass and encourage her audience to enter the competition to win DoorDash gift cards to get them through the summer break.
The comments are flooded with people bursting with nostalgia for seeing Ashley on their FYP, as well as sharing their own “Summer Scaries” stories – this was a competition entry requirement.
Ashley’s video has hit over 1.4 million views, and the sentiment in the comments is proof that the content reached the right audience and drove positive engagement.
Smaller influencers – nano, micro, or mid-tier – are becoming an increasingly popular choice for brands as they often offer a cost-effective alternative to celebrity influencers, making them ideal for brands trialing an Influencer Marketing strategy that will work for them long-term or operating in niche markets.
However, that doesn’t mean that there is never a use case for celebrity influencers to elevate your campaign.
Influencers with smaller but more focused followings often drive higher engagement rates than mega-celebrities because their audiences see them as more relatable and trustworthy. For brands, that means deeper connections and more impact per dollar spent.
That’s why for the Summer of DashPass campaign, we brought mid-tier creators into the mix. The celebrity names set the tone, while mid-tier influencers translated the campaign into everyday, actionable moments that felt personal and real.
Mid-tier creators Terrell and Jarius’s content was all about relatable moments. Their skit video showed their daughter having a slight mishap with her hair brush and products, but thanks to DashPass, they didn’t have to take their daughter outside with a brush tangled in her hair, they could order everything they needed to save the day right to their door. So many parents can relate to a moment like this!
So, when is the right time to use celebrities in your influencer campaign?
Celebrity-led campaigns work best when their influence is paired with relatable content from smaller creators. It’s a strategy that balances reach and relevance by drawing eyes in with a familiar face, then holding attention with genuine storytelling. The smartest brands are building tiered influencer strategies.
To learn more about nailing your talent selection, reach out to us at hello@digitalvoices.com.
