Kirban: Celebrity equity investors promote brands more effectively than paid endorsers
Michael Kirban · Vita Coco: Michael Kirban · Aug 3, 2020 · at 54:13
Vita Coco co-founder Michael Kirban discusses why bringing on celebrities as equity investors proved far more effective than paying endorsement fees.
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“So now we're not paying somebody to endorse our brand. They've, in theory, paid us, right? They've invested. Now they have ownership. And they're now more motivated than if they were getting paid, you know, a couple hundred grand or whatever it is to go do something and talk about it. They're super motivated because, first of all, they love the product. That's why they invested. But now they have real skin in the game.”
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