WHAT MAKES A GREAT BRAND Prepared for: AMBASSADOR IN 2017? Phone

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1 WHAT MAKES A GREAT BRAND Prepared for: AMBASSADOR IN 2017? Prepared by: Address Suite 2, Level 5, 162 Goulburn Street Surry Hills NSW 2010, Australia Phone info@rubychacha.com.au rubychacha.com.au

2 3 QUESTIONS TO ASK YOURSELF 1 Are you getting what you need from a brand ambassador today? A relatable, influential and credible connector to your consumer? 2 In the economy of trust should you risk a celebrity endorser, or find a new social influencer who is inspirational, intimate and persuasive? 3 Are you measuring your return on investment? 2

3 WHY ARE BRAND AMBASSADORS IMPORTANT? Rise of social media means we are all leaning more to trust based purchases. Brands need ambassadors to humanise them, to help them become more trustworthy so they can genuinely connect with consumers and fit into the circle of trust. MARGOT ROBBIE Instagram 3

4 BRAND AMBASSADORS MAKE A LOT OF SENSE ON PAPER Why just improve on what s been done before, when you can totally reimagine it. Personify your brand in an aspirational way. Engage your target audience and build trust. Reposition your brand or breathe new life into a flagging brand. Increase media coverage and buzz. Nicole Kidman: Etihad CampaignBrief.com 4

5 BUT IN THE TRUST ECONOMY, THE NUMBERS MUST STACK UP W.O.M. No. 1 consumer purchase decision maker. of consumers trust an influencer more than an advertisement or traditional celebrity endorsement. $25,000 for Kim Kardashian to post a product endorsement on Twitter. [Source: Celebrity Intelligence UK, Forbes Magazine] 5

6 THE KEY TO FINDING THE RIGHT BRAND AMBASSADOR IS PREPARATION What is your business objective? Increase trust, improve identity? Do you have a creative brief? What do you know about your consumers? Needs, passions, pain points? Who are their influencers? How will you measure the outcomes 1. Hard measures? 2. Soft measures? 6

7 LOOKING AT ROI: CHANEL S FIRST MALE AMBASSADOR Why just improve on what s been done before, when you can totally reimagine it. $7 million Was he worth it? What was the brief? Who is the target consumer? Is he the right influencer? 7

8 BEWARE CELEBRITY UNPREDICTABILITY Shane Warne was paid to give up smoking by Nicorette but he was famously caught lighting up. What does that say about your brand?

9 MAKE SURE YOU DON T OVERREACH ON CLAIMS Brand ambassadors can t create product magic Skechers forced to pay $40m to customers after falsely claiming Kim Kardashian-endorsed sneakers would help wearers lose weight. Source: Daily Mail UK 9

10 THE WORLD IS TRENDING REAL THE TRUST ECONOMY IS DEMANDING MORE Ulia Alli has more consumer power than Brad Pitt. Of consumers say recommendations by a trusted FRIEND is a key influencer in their purchasing decisions. Not every brand ambassador needs to be a celebrity 10

11 WHAT DO SOCIAL INFLUENCERS HAVE OVER CELEBRITIES? The new social influencer can offer these qualities to your brand The celebrity ambassador can run the risk of being INSPIRATIONAL IMPERSONAL INTIMATE ANNOYING PERSUASIVE Proven or perceived trust they are REAL and RELATABLE OVEREXPOSED Trust may need to be proven, not considered REAL and need to work harder on RELATABLE 11

12 COMPARE THE POWER OF THE INFLUENCER VS THE CELEBRITY: MICHELLE PHAN From struggling waitress to YouTube makeup guru. Now the second most-subscribed-to female on YouTube, ahead of Taylor Swift and Lady Gaga. Phan s YouTube channel has over 6 million subscribers and she has uploaded over 300 YouTube videos. She is now the Lancôme ambassador Relatable, Inspirational, Real 12

13 THE TWO MODELS STILL CO-EXIST BUT THE INFLUENCER IS CHANGING THE TRUST RULES English YouTuber Zoella. Has videos and blog, beauty products range, and a series of young-adult novels. Rumoured net worth of $3.5 million. She is 25 and has over 7 million followers. In 2013 was named ambassador for the UK National Citizen s Youth Service and Digital Ambassador for Mind (mental health charity). Personable, Intimate, Real 13

14 TO DRIVE TRUST, CELEBRITIES ARE HAVING TO GET MORE SKIN IN THE GAME New age of Ambassador collaboration Matt McConoughey Creative Director Wild Turkey. Trying to get closer to Real Sean Combs has a 50/50 ownership in Diageo's vodka brand, Ciroc 15

15 6 IMPLICATIONS FOR MARKETERS 1 Ensure you have a clear brief and look for ambassadors that are relatable, inspirational and real. 2 World is trending REAL are social influencers a better choice for you in the trust economy? Know your consumer, who they trust and what they need. 3 4 All ambassadors must live the brand authentically regardless of channel or type. Scenario plan and risk mitigation strategy is key. 5 Ensure you measure, track and adjust to fine tune your strategy and check ROI 6 16

16 Thank you. 17

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