How to Use Celebrity Endorsements For Middle Funnel Strategy?

Celebrity endorsements aren’t just for grabbing attention. They can also help when people are already thinking about a product but haven’t made up their minds yet. In this blog, we've talked about how brands can use celebrity endorsements as a middle-funnel marketing strategy.

What is a Marketing Sales Funnel?

A marketing sales funnel shows how someone goes from hearing about a product to deciding to buy it. It helps brands understand what people need at each step so they can offer the right kind of support. The process starts with getting attention, then building interest and finally leading to a purchase.   

There are three main funnel stages based on how ready someone is to buy:  

1. Top of the Funnel (ToFu)
This is the awareness stage. People are just finding out about a product or brand. They might see a post, watch a video, or read a blog. They’re not looking to buy yet. The goal here is to introduce the brand and make a good first impression.

2. Middle of the Funnel (MoFu)
This is where people start considering their options. They know the brand and want to learn more. They might compare products or read reviews. Brands can share useful content like how-to guides, case studies, or product benefits. It’s about helping people make sense of their choices.

3. Bottom of the Funnel (BoFu)
This is the decision point. People are almost ready to buy. They just need a final reason to act. Brands might offer discounts, testimonials, or free trials. The aim is to make buying feel easy and safe.

Using this funnel helps brands meet people where they are, without pushing too hard. It’s more about helping than selling. 

Why is Celebrity Endorsement a Middle-of-the-Funnel Strategy?

The middle of the marketing funnel is where people are considering their options. They know your brand, but they’re not fully convinced. Celebrity endorsements work well here because they build trust. When someone familiar and respected speaks positively about a brand, it creates a sense of comfort and credibility.  

Unlike the top of the funnel where the goal is to grab attention, the middle funnel is about making someone stay. And celebrities can do that. Their image, voice and personal brand help validate the product. It makes people think, "If they use it and like it, maybe it’s worth a try."

Also, celebrity endorsements often come with storytelling. A good campaign doesn’t just show a famous face. It connects the celebrity to the product in a meaningful way. That’s what makes it effective at the consideration stage.

How to Use Celebrity Endorsements in the Middle Funnel?

Here’s how brands can use celebrity endorsements to support customers in the consideration phase: 

1. Feature Testimonials With a Story

Don’t just get a celebrity to say, “I love this product.” Let them share a real experience. A story makes the endorsement more believable. For example, if a celebrity talks about how a skincare product helped with travel dryness, it sounds more natural. People want to hear how the product fits into real life. A short video or a blog post with the celebrity walking through their routine can make this kind of story work. 

2. Use Long-Form Content

Longer videos or blog interviews allow celebrities to talk in detail. It helps explain why they use the product and what they like about it. For example, an eight-minute YouTube video of a celebrity walking through their fitness routine and why they prefer a particular protein shake builds a strong connection. People in the middle funnel are looking for that extra detail before they decide. Long-form content gives them that without feeling like a sales pitch.

3. Include the Celebrity in Educational Content

People in the middle funnel want answers. They might be asking, “How do I use this?” or “What makes it better than others?” Use your celebrity to explain these points in a helpful way. A fashion brand, for example, can feature a well-known actor showing how to style the same outfit in three ways. This doesn’t just promote the product. It also solves a real question for the viewer. When someone gets value, they are more likely to buy.

4. Run Live Sessions or Q&As

Live interactions help people feel closer to the brand. A live session with a celebrity creates that real-time trust. It shows the celebrity’s real personality and how they interact with the product. These sessions also give the audience a chance to ask questions and get honest responses. A makeup brand could host a “Get Ready With Me” session with an actress, answering viewer questions while applying the product. That’s relatable and reassuring.

5. Use Testimonials Across Multiple Platforms

Don’t just post the celebrity testimonial in one place. Repurpose it across your website, emails and social media. People might first see the testimonial in a YouTube video, then get a reminder on Instagram and later read a quote in a product email. Repetition builds trust. And by keeping the tone casual and real across all platforms, it keeps the message consistent.

Successful Middle-Funnel Celebrity Campaigns

We have talked about how celebrities can answer questions that people may have before making a purchasing decision. Here are five successful celebrity-led campaigns in India that did just that. 

1. Lay’s x Saif Ali Khan: Building Trust with Everyday Charm

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Lay’s brought in Saif Ali Khan in the early 2000s when the Indian snack market was becoming crowded. The challenge wasn’t just about getting attention. Lay’s had to prove that it was a familiar, trustworthy brand that understood Indian consumers.

Saif didn’t just act as a face for the brand. He became a character who made snacking feel relatable. Campaigns like “No One Can Eat Just One” became memorable because of his casual delivery and playful tone. It didn’t feel like a hard sell. It felt like someone you know telling you about their favorite snack.

This approach helped Lay’s position itself not just as a product, but as part of everyday moments like college breaks, family movie nights, or road trips. That’s the middle funnel at work. People already knew Lay’s. Saif helped turn that awareness into trust.

Years later, Saif returned as the face of Lay’s Gourmet. The tone was different; it was more refined, a bit premium, but the goal was the same. Show the product as part of someone’s real life. This time, someone with a taste for finer things.

2. CRED x Rahul Dravid: Breaking the Image to Build Credibility

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CRED’s campaign with Rahul Dravid was a great example of using humor to reshape a brand image at the consideration stage.

By the time people saw this ad, they likely already knew what CRED was. But fintech can feel boring or complicated. So the brand had to show people, “Hey, we get you. We’re different.”

Rahul Dravid who is known for his calm and quiet nature suddenly yelling in traffic as “Indiranagar ka Gunda” was unexpected and funny. That twist didn’t just make people laugh. It made them pay attention to the brand in a new way.

CRED used the middle funnel well here. They didn’t explain features or push a download. They just made the brand feel modern, fun and relatable. That kind of shift can be what moves someone from awareness to action, especially in a space where trust matters.

3. Nykaa x Janhvi Kapoor: Making Beauty Feel Approachable

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Nykaa’s partnership with Janhvi Kapoor was designed to connect with young, beauty-conscious consumers. In middle-funnel marketing, people want answers. They’ve seen the products. Now they want to know: “Will this work for me?” or “How do I use this?”

Janhvi wasn’t just in glamorous posters. She appeared in YouTube videos and tutorials that explained her favorite products, skincare steps and makeup tips. The tone was casual, like a friend walking you through her routine.

This wasn’t about selling a dream. It was about solving real problems, like oily skin or finding the right lip shade. That made the brand feel honest and helpful.

Nykaa used Janhvi’s youthful presence to guide users through the consideration stage. It didn’t come across as an ad. It felt like useful content. And when people feel helped, they’re more likely to trust and buy.

4. boAt x Kartik Aaryan: Speaking the Language of the Audience

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boAt made a name for itself by being in tune with India’s young crowd. Their collaboration with Kartik Aaryan was a natural fit. He’s seen as energetic, fun and relatable, just like the brand.

In the middle funnel, people already know what boAt is. But they want to know why they should choose it over others. That’s where Kartik’s content came in. He wasn’t just posing with headphones. He was featured in short videos and posts using them in his day-to-day life, at the gym, while traveling and even at home.

This content made the product feel like a smart, cool choice. No over-the-top selling. Just a regular guy enjoying good sound. That’s powerful at the consideration stage.

boAt also repurposed the content across platforms such as Instagram, YouTube and even Spotify ads. That repeated, informal messaging helped turn casual browsers into confident buyers.

5. Mamaearth x Shilpa Shetty: Wellness Meets Trust

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Mamaearth built its brand on the promise of clean, safe and natural products. But the challenge was convincing people that the products weren’t just a marketing gimmick. That’s where Shilpa Shetty came in.

Shilpa has long been associated with health, wellness and mindful living. Her endorsement didn’t feel like a random celebrity pick. It felt like a genuine fit. In videos, she talked about how she uses the products for her family and why she trusts them.

These weren’t just product plugs. They were mini conversations. She explained ingredients, uses and why certain choices matter for skin and hair health.

Mamaearth also used her across long-form content, like YouTube tutorials and wellness interviews. This gave people time to connect with both the product and the person behind the endorsement.

At the middle funnel stage, that’s exactly what works. Shilpa didn’t shout about the brand. She calmly walked people through it and helped build trust along the way.

Celebrity endorsements aren’t just about big names or big campaigns. When used in the middle funnel, they help people understand, trust and feel confident about a product. Each of these campaigns used the celebrity in a way that matched the audience’s mindset.

Do You Want to Promote Your Brand With a Famous Celebrity?

How to Measure the Impact of Celebrity Endorsements in the Middle Funnel?

Measuring the impact of celebrity endorsements in the middle funnel helps brands understand if they’re actually building trust and influencing purchase decisions. It’s not just about visibility but about how well the celebrity moves people closer to buying.  

1. Track Engagement Metrics 

Look at likes, comments, shares and video completion rates on middle-funnel content. If people are staying and interacting, that’s a good sign they’re considering the product. 

2. Monitor Time Spent on Page 

When celebrity content is hosted on your website or blog, track how long users stay. More time usually means more interest.

3. Check Repeat Visits and Signups 

If people return to your site or sign up for a newsletter after seeing a celebrity ad, it suggests they’re warming up to the brand.

4. Use Surveys or Polls 

Ask users where they heard about the brand or what made them come back. Direct answers give clarity on whether the endorsement worked.

5. Monitor Movement Through the Funnel 

Use tools like Google Analytics or HubSpot to track user flow. If middle funnel users are converting more after a campaign, it shows that the endorsement had an impact.

6. Coupon Codes or Trackable Links 

Give celebrities custom discount codes or URLs. This makes it easier to link interest and action directly to the middle-funnel activity.

7. Watch Brand Search Volume 

When people search for your brand after seeing an endorsement, it reflects interest. A spike during or after a campaign means it made people curious.

Final Words 

Celebrity endorsements aren’t just for flashy awareness. Used right, they can guide potential buyers through the consideration phase. The key is to make the content honest, detailed and helpful. It’s not about selling a dream but showing how the product fits into real life. 

In India, where celebrity culture runs deep, a well-timed and thoughtful endorsement can make a big difference in shaping buying decisions.

Do you want to get a celebrity endorsement for your brand? Talk to us, and we’ll get you the ideal celebrity who resonates with your audience and brand for maximum exposure.