Caroline Dumoulin, Partner and Director of PR & Influencer Projects, shares her insights on this widespread practice in the world of influencer marketing.
Influencers now play a crucial role in shaping consumer perception and have, for several years, become genuine KOLs (Key Opinion Leaders). According to a study by the Digital Marketing Institute, 49 per cent of consumers rely on recommendations from these influencers. It goes without saying that content creators influence our purchasing behaviour – and even beyond that, as evidenced by the impact of political support from certain profiles on communities. So how can brands capitalise on their positive influence and succeed in standing out – or better still, winning people over – when attention is so heavily contested?
The ambassador programme therefore emerges as an essential component of any brand or corporate influence strategy aimed at converting and winning over the general public. By working with trusted content creators who are respected in their field, brands benefit from enhanced credibility and authenticity that far surpass the effects of traditional advertising methods such as product gifting. Ambassadors have a unique ability to reach and engage a wider audience through their personal and authentic testimonials, thereby creating a strong emotional connection with potential customers.
Furthermore, this type of programme enables the organic expansion of the brand’s message, as ambassadors share their passion and experiences with their own networks, leading to a natural and enthusiastic spread of the brand’s values and products. Feedback from ambassadors is also invaluable, offering authentic insights that help to adjust and refine marketing strategies to better meet market expectations. Finally, a well-designed ambassador programme fosters the creation of a genuine, supportive community around the brand, strengthening customer loyalty and cultivating a strong and consistent brand identity.
We were fortunate enough to work with two well-known mom influencers for our client Ergobaby on a series of posts, which you can discover here ⬇️
This programme helped to build a genuine brand affinity between the influencers and Ergobaby, to win over their communities through detailed and well-presented product demonstrations, and to ensure the consistent repetition of key messages.
The ambassador programme is therefore a powerful tool in an influencer strategy, combining credibility, engagement, organic growth, constructive feedback and cohesion.
