Star Power: Boost or Bust?

Using big-name celebrities in brand campaigns can give an instant boost — especially in Indonesia, where public figures have strong influence and loyal fans. Well-known names like Maudy Ayunda, Iqbaal Ramadhan, or Raffi Ahmad can quickly grab attention, build buzz, and make a brand look more trustworthy. For mass-market products, this can help drive awareness and get people talking — especially if supported by TV ads or social media.

But using celebrities also comes with challenges. The cost is high, and brands may have less freedom in shaping the message. Many celebrities already have their own image or values, and if it doesn’t match the brand, the campaign can feel fake or forced. Some consumers — especially Gen Z — might even question if the endorsement is genuine. One common risk is people remembering the celebrity, but not the brand or what it stands for.

To make it work, there has to be a strong fit between the celebrity and the brand — in values, lifestyle, and how they connect with the target audience. When the partnership feels natural and relevant, it can build emotional connection and engagement. But brands must be clear: why this person? What role do they play? And will they help us reach the goal of the campaign?

Written by Riko Rahman – Client Lead, Upsize Research

In the end, everything should go back to the main objective. Are we aiming for awareness, trust, conversion, or relevance? Will this ambassador really help us get there? It’s also important to evaluate the campaign before and after it runs — including hearing what consumers think — to make sure it works and avoid any bigger issues.

That’s where consumer research comes in. At Upsize, we help brands explore ideas, test if the ambassador is the right fit, and check how the message is received. We use FGDs, surveys, and creative testing to give brands a clearer picture before launching. Because in the end, it’s not just about being loud — it’s about making real connections that last.

Written by Riko Rahman – Client Lead, Upsize Research