• Tiger Woods/Nike topped the list of most influential celebrity endorsement searches despite their deal ending after 27 years.
• Searches are expected to increase following a summer of SKIMS campaigns from high-profile figures including Usher, Sabrina Carpenter, Nicola Coughlan and Charlie XCX. 
• Nike and Tiger Wood’s collab has amassed an impressive 36,509 monthly searches, while Pharrell Williams x Louis Vuitton and Justin Bieber x Calvin Klein amassed over 3,000 each. 

Digital marketing firm Skyline Social considered 86 celebrity brand endorsements to determine which ones have been the most influential.

They looked at the combined number of monthly searches for the following search term variations: celebrity + brand, [celebrity + brand] endorsement, [celebrity + brand] ad, [celebrity + brand] commercial and [celebrity + brand] advertising.

According to the findings, Tiger Woods’ collaboration with Nike is by far the most influential celebrity endorsement, with 36,509 average monthly searches.

Even though the partnership ended in April, it is still the most searched-for celebrity brand deal across America and in each US state. Woods promoted Nike’s athletic gear by wearing it on the course during wins in 82 PGA Tour events and 15 majors.

The professional golfer also starred in numerous commercials with the sports brand throughout the 27-year collaboration. In one of his most memorable ads, Never, Wood’s father voices over a montage of his son playing golf, talking about the tactic he used to help him practice when he was younger.

Kim Kardashian’s partnership with SKIMS is the second most influential celebrity endorsement, with 7,481 average monthly searches. The celebrity collaboration is the second most popular in every state except Colorado and Utah.

The TV personality recently featured in a commercial titled ‘Skims Lab‘ for the American shapewear brand, which she co-founded in 2019.

In the ad, Kardashian shows off some of the company’s top designs, with Gary Wright’s song Dream Weaver playing over the clip.

Kendal Jenner’s Pepsi endorsement has the third-highest number of searches, with 8,131 searches on average each month.

This commercial, featuring the reality TV star, sparked a huge backlash and was widely criticized for trivializing the Black Lives Matter movement.

Pepsi pulled the controversial advertisement and admitted they “missed the mark” in a statement released to the public.

Ryan Reynolds’ Mint Mobile brand deal is the fourth most influential celebrity endorsement at 7,717 average monthly searches.

Reynolds was part-owner of Mint Mobile and previously starred in their commercials. One of the most notable ads shows the actor presenting PowerPoint slides, playing on the typical cliches involved in presentations, such as pie charts and bullet points.

Rounding out the top five is Travis Scott’s collaboration with McDonald’s which generates 4,495 average monthly searches.

The world-famed rapper partnered up with the global fast-food chain to create a branded meal based on his actual order: a Quarter Pounder topped with bacon and lettuce, fries with barbecue sauce, and a medium Sprite.

The 10 most influential celebrity endorsements

The sixth most influential celebrity endorsement is Pharrell Williams’ collaboration with Louis Vuitton at 3,906 average monthly searches.

Williams is the Men’s Creative Director for the fashion brand. Louis Vuitton recently celebrated the 20th anniversary of the singer’s iconic Millionaire Sunglasses by reintroducing the accessory and including two new frames.

In seventh is Justin Bieber’s Calvin Klein collaboration at 3,633 average monthly searches.

The iconic pop star’s partnership with the fashion brand began back in 2014, and Calvin Klein remained loyal to the singer despite controversy surrounding his run-ins with the law.

Bieber has starred in numerous ads over the years, including ones where he models the brand’s latest designs alongside his wife, Hailey Bieber.

Shaquille O’Neal’s brand deal with Papa John’s is the eighth most influential, with 3,597 average monthly searches.

Although he remains a spokesperson and brand ambassador, the NBA star stepped down from the pizza chain’s board earlier this year.

During his time with Papa John’s, the company released the Shaq-a-Roni Pizza, a heavily topped pepperoni pizza, which was promoted with TV commercials starring the sports star.

Kevin Hart’s collaboration with Fabletics is ninth at 2,723 average monthly searches. The comedy actor partnered with the sportswear brand to create humorous ads to promote the men’s activewear range.

Jennifer Garner’s Capital One partnership takes the tenth spot with 2,528 average monthly searches. This began in 2014 when she signed on as a spokesperson and began shooting commercials to promote their Venture Card.

Commenting on the findings, Ash Davis, CEO and Founder of Skyline Social says:

“It is perhaps unsurprising that some brands are willing to spend big money to associate their brand with a high-profile name.

“Celebrity endorsements have proven to be an effective marketing strategy time and time again, significantly increasing brand awareness and helping companies stand out from their competitors.”