Recent research has shown that traditional marketing strategies – such as TV, print, and radio – are not very effective in engaging the Gen-Z market. They see right through traditional ads, as 76% believe they are either “very exaggerated” or “somewhat exaggerated” from the truth. The solution? Employing college students and social influencers in brand ambassador campaigns that promotes the company to their respective networks. Not only does this feel more “real”, but it also kickstarts word-of-mouth buzz. You are essentially incentivizing actual people to do what they do best – talk to others.
71% of marketers think brand ambassador campaigns are the most effective way to reach new and existing customers. That being said, we’ve created a list of companies who have taken advantage of such campaigns to achieve exponential growth and, in some cases, sustain incredible success over many decades.
1. Red Bull
As one of the most prominent brand ambassador campaigns, Red Bull has re-defined what it means to engage with consumers. They have truly created a lifestyle brand, instead of just a brand selling energy drinks. The ambassadors – creatively dubbed “The Wings Team” – are mostly college-aged individuals whose attitudes and actions are fueled by Red Bull energy drinks. The content they create and share is ridiculously exciting. We “normals” keep up with all the fun by following them across all social media platforms, ensuring Red Bull is consistently positioned in front of an engaged user base.
Why is it successful?
Unlike their past counterparts, the current generation of 18-24 year olds is no longer swayed by actors or celebrities promoting a brand. Hence, The Wings Team focuses on content highlighting friends, colleagues, and role models living their best, most exciting lives – with the help of Red Bull. They rely on sharing both emotional and in-person experiences to increase brand recognition and trust.
Along with their vast online presence, the Wings Team has also built a strong following on college campuses. They have done so by running creative experiential campaigns. In one specific activation, the Wings Team left vending machines full of free energy drinks on several campuses across the country. They then tracked student reactions to the flavors through hashtags like #ILikeRed, #ILikeBlue, and #SavedByTheBull. As a result, Red Bull received excellent product feedback on their new flavors and had the opportunity to engage in invaluable conversations with their audience.
2. Lululemon
When it comes to creating an online community, Lululemon does it best. The activewear brand targets leaders from around the globe to test new products, share them on social media, and gather feedback from users in the region they represent. This local representation allows Lulu keep a finger on the pulse of their communities, providing invaluable feedback so they can improve and grow.
Why is it successful?
Founded on a wholesome and trustworthy message, Lululemon ambassadors create relatable content that revolves around their realistic and imperfect lifestyle. It is easy for their audience to follow how they’re implementing Lululemon gear in their day-to-day lives through hashtags like #TheSweatLife.
Gen Z consumers search for connections, community, and intimacy when it comes to finding brands they trust. While the Lulu team does consist of some of the top Instagram influencers and pro athletes, their network also extends outward towards leaders from smaller communities. These individuals create real relationships with young professionals, parents, aspiring athletes, and everyone in between.
3. MVMT Watches
Founded in 2013, MVMT Watches rose to the top after creating one of the most successful brand ambassador campaigns. As part of the initiative, MVMT sent products to fans around the world to promote on social media (mostly Instagram, YouTube, and blogs). In just five years, the brand has accumulated a presence in over 160 countries, sold 1.5 million products, and surpassed $100 million in revenue
Why is it successful?
Although MVMT hasn’t continued its program after new management took over, it still reaps the benefits of the initial rapid growth. Digital content created by previous ambassadors continues to circulate on Pinterest, Instagram, and blogs. MVMT has proven campaigns like this to be a timeless investment, as the content produced continues to boost sales long after they were originally posted.
4. Adobe
Adobe gives everyone — from students to emerging artists to global brands — all that they need to design and deliver exceptional digital experiences. The Adobe Express Program was created in order to reach new customers while retaining existing ones. Ambassadors who are part of the program teach classes to beginner and advanced users; in return, they receive professional development resources to further integrate Adobe software into their own workplaces.
Why is it successful?
The Adobe Express Ambassadors serve as middlemen between Adobe and its users. Adobe is huge, so having individuals who can meet individual customer demands and needs is crucial to keep the community intact. Similarly, they can ensure user feedback is heard and implemented by the company.
Adobe also has a strong presence on college campuses. They hire students all across the country to introduce the next generation of creatives to Adobe. These student ambassadors set up training workshops, engage with their audience on social media, and create free trials for various on-campus organizations. Through this program, Adobe has successfully grown brand loyalty among Gen-Z users. They have demonstrated the value of such initiatives in keeping a company relevant through many generations.
5. Fashion Nova
Once a niche player, Fashion Nova’s customer base has rapidly grown with the help of their brand ambassador team. Using hashtags on social media to spread the word about their program, the #NovaBabe is now over 1,000 members strong. With Instagram as their main platform, marketing new products is as simple as having individuals post photos in personalized outfits with the hashtag #NovaBabe to catch the attention of the online fashion community.
Why is it successful?
The ambassadors do a great job embodying the brand’s value of inclusivity, while showing off their latest Fashion Nova finds. This messaging encourages potential consumers in their networks to turn to their brand when shopping for clothes.
The result? According to CEO Richard Saghian, “Fashion Nova is the fastest growing women’s apparel company.” With its 10.7 million Instagram followers, the affordable brand has been searched just as much as Louis Vuitton, Supreme, Gucci, and Chanel. All of this was accomplished without a single magazine ad or fashion show. By working with brand ambassadors, Fashion Nova grew 600% in 2017 alone.
Ending Thoughts
For individuals looking to work as Ambassador for their favorite brands, here is a good guide on how one would become a Brand Ambassador on Instagram. However, there is also a big demand from brands for Ambassadors who can employ more in-person tactics to get their message across, especially on college campuses. This is an especially valuable option for those who might not have the social media of a traditional micro-influencer (10k+ followers.)