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- Stars on the seasonal stage: who’s partnering with whom
- Why brands are ramping up celebrity marketing this holiday
- What works — and where expectations have shifted
- Creative innovations: curated edits and immersive rollout
- Why musicians and legacy artists are appealing to brands
- Brand goals and audience alignment
- Operational considerations when signing a star
- Risks and reputation management
Brands are rolling out glossy, celebrity-driven holiday campaigns as shoppers prepare for the busiest buying season of the year. From household names to niche influencers, marketers are placing bigger bets on famous faces to cut through the noise and capture attention across TV, social and in-store displays.
Stars on the seasonal stage: who’s partnering with whom
Retailers and startups alike are enlisting celebrities to headline their holiday messaging. Recent pairings show a wide range of talent and tactics.
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- True Religion tapped singer and entertainer Ciara for its 2025 holiday effort, aiming to expand its appeal to women.
- Fashionphile selected lifestyle icon Martha Stewart as its holiday ambassador for 2025.
- Nordstrom launched an “Oh What Fun” campaign featuring actor-turned-TikTok personality Kyle MacLachlan.
- Shipt rolled out a holiday push starring Sterling K. Brown to spotlight a new gifting feature.
- Sephora revived a high-profile seasonal spot with Mariah Carey, pairing her with comedian Billy Eichner in a campaign that quickly generated millions of views.
- Smaller brands such as menswear label Collars & Co. added businessman Bill Rancic and announcer Greg Olsen to their ambassador line-up, joining partners like NASCAR driver Jimmie Johnson and sportscaster Joe Buck.
Why brands are ramping up celebrity marketing this holiday
Marketers say the holiday window is a unique chance to reach consumers when purchase intent is high. The National Retail Federation projects consumers will spend about $890 per person during the season, making the period the biggest retail opportunity of the year.
That potential return has pushed companies to tolerate higher creative spend in return for wider visibility. For some startups, celebrity tie-ins come after growth milestones that justify bigger marketing bets. One founder told reporters his brand crossed $50 million in revenue last year and is now deploying celebrity ambassadors to scale brand recognition.
Beyond a single post: the case for long-term ambassadorships
Executives argue that one-off sponsored posts rarely deliver sustained lift. Instead, they want ongoing relationships that let a celebrity become synonymous with the brand over time. Those partnerships typically include:
- Multi-channel placements across social, TV, and OOH (out-of-home).
- In-store imagery and merchandising tied to campaign shoots.
- Curated product selections that carry the celebrity’s name or picks.
“You’re paying for brand affinity,” the founder said, noting that long-term visibility matters more than immediate direct-response returns.
What works — and where expectations have shifted
Marketers concede the landscape has changed since the early days of celebrity endorsements. Massive follower counts no longer guarantee reach. A high-profile name can post and still see modest engagement if the creative doesn’t resonate.
That reality has pushed teams to focus on distribution and execution. A celebrity-backed video can underperform on one platform and still succeed when amplified across several channels. Brands that can blend social, email, retail displays and broadcast placements report better outcomes.
Measuring return when the win isn’t immediate
Rather than expecting immediate spikes in sales, many companies are tracking a mix of metrics to understand campaign impact:
- Social engagement and reach.
- Customer surveys measuring awareness and perception shifts.
- Lifetime value (LTV) trends among customers acquired during the campaign.
One marketing lead said the team understands that ROAS on celebrity-led creative will differ from direct-response ads. They plan to layer long-term KPIs alongside short-term performance indicators.
Creative innovations: curated edits and immersive rollout
Campaigns are moving beyond traditional ads. Many brands are tying celebrity partners to product curation and dedicated landing pages.
- Sephora will showcase Mariah Carey’s holiday beauty picks on its site.
- Collars & Co. plans themed pages like “Greg Olsen’s Edit” and “Joe Buck’s Picks” to make discovery simple.
- Brands are repurposing campaign photography for new stores and window displays to create continuity between online and physical experiences.
These curated touches create an easy path for shoppers to buy the exact items seen in ads, and they help the partnership feel more authentic.
Why musicians and legacy artists are appealing to brands
Music partners are increasingly attractive because they offer enduring cultural relevance. Unlike some social influencers, artists often maintain a stable platform beyond algorithm shifts.
An executive in music partnerships explained that fans will continue seeking music, attending shows and buying records — behaviors that keep artists visible no matter how social algorithms change. That makes musical collaborators appealing for brands that want durable associations.
Examples of high-impact celebrity activations
Sephora’s holiday spot with Mariah Carey provides a recent case study. The ad, which also stars Billy Eichner as a comic foil, amassed millions of views within days and coincided with a major savings event. The viral lift demonstrates how the right creative and release timing can magnify a campaign’s reach.
Brand goals and audience alignment
Successful celebrity partnerships depend on alignment between the talent and the target customer. True Religion’s campaign with Ciara aims to grow women’s sales and shift the business mix toward a larger female shopper base.
Marketing leaders point out that women often influence household purchases, making them a strategic audience to win during the holidays. For brands with a skewed customer base, celebrity ambassadors can open doors to new segments.
Operational considerations when signing a star
Teams face practical choices when they hire celebrities. Typical considerations include:
- Budget and fee structure.
- Rights for campaign usage across platforms and timeframes.
- Measurement plans and attribution windows.
- Creative control and brand safety checks.
One founder acknowledged that celebrity fees alone won’t pay for themselves in the short term. The expectation is that strategic distribution and repeated exposure will compound brand value over time.
How teams coordinate multi-channel launches
To maximize impact, marketers often coordinate launches around key retail dates and company events. Tactics include synchronized social pushes, email sequences, pop-up activations, and in-store merchandising tied to campaign imagery.
When all channels move together, a celebrity can act as a catalyst for discovery and conversion.
Risks and reputation management
Hiring a public figure brings upside and risk. Brands conduct vetting and include contractual protections for controversial events. They also think about the longevity of the relationship and whether the celebrity’s persona will age with the brand.
Some executives now prefer talent whose careers and fan bases are durable rather than those who rely solely on viral fame.
