Rise of cyber celebrities redefines market reach

The good old branding method of banking only on certain proven celebrities is being challenged in digital marketing, and with no guarantee of success, according to market experts.

"Depending on only a few top stars also means it has become difficult for marketers to uniquely build resonance with their brand," said Maneesh Choudhary, deputy managing director of Kantar Millward Brown China, a global research firm.

Choudhary said matching the brand character with the celebrity character is key to unlocking the true potential of synergy. For instance, snack food brand Nestle Milka successfully married its warm soft persona seamlessly with the "innocence" profile of Zhang Yixing, a singer and songwriter, to drive sustained engagement with consumers.