Can a fictional character influence what audiences buy? Using Off Campus and characters including Garrett Graham and Hannah Wells, this case study explores how emotional attachment, fandom, celebrity recognition, aspirational lifestyles, and brand partnerships can influence consumer behaviour.
Would you buy something because Garrett Graham uses it? Using Belmont Cameli’s portrayal of Garrett in Off Campus and his Reebok partnership as a case study, this article explores how fictional characters, celebrities, fandom, aspiration, and brand associations can influence consumer behaviour.
Garrett Graham thought PPC advertising was all about spending money. After working with Anisha, he discovered why strategy, testing, and audience understanding matter far more than budget alone.
