What makes a public figure truly effective in advertising?
In a market where brand trust and audience alignment are critical, choosing the right public figure or digital influencer can make or break a campaign. The 2025 edition of Public Figures and Digital Influencers, a study by Marktest, offers data-driven insights into how Portuguese consumers perceive national personalities—and how those perceptions shape marketing effectiveness.
A Comprehensive View of Influence
Based on responses from over 1,200 individuals aged 15 to 64 across mainland Portugal, the study evaluates 150 public figures and influencers. It measures:
- Awareness and identification
- Associations with attributes like credibility, competence, and honesty
- Sector-specific suitability for advertising across 27 industries, including telecom, finance, automotive, and beauty
This approach allows marketers to understand not only who is well-known, but also who is seen as trustworthy and persuasive by key demographics.
Applications for Marketing and Brand Strategy
For brand and media professionals, the implications are significant:
- Audience alignment: Identify which figures resonate most with your target segments
- Campaign relevance: Select influencers best suited to specific sectors or values
- Reputation management: Evaluate the perceived credibility of brand ambassadors
- Conversion influence: Understand the role of influencer-brand association in purchase decisions
Tools for Actionable Analysis
The study is available through two formats:
- A comprehensive report featuring graphical and descriptive analysis plus detailed demographic breakdowns
- An interactive web app that provides visual summaries of each figure’s performance across key metrics, optimized for desktop and mobile use
Conclusion Influencer Marketing in Portugal
With influencer partnerships playing an increasingly central role in marketing strategies, data-backed decisions are essential. Marktest’s Public Figures and Digital Influencers 2025 study equips corporate teams with the intelligence they need to choose the right voices, at the right time, for maximum brand impact.
For more information or access to the full study, visit Marktest.
