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At Australasian Medical & Scientific (AMSL) we invest in brand ambassadors for our Diabetes product portfolio as these are long-term investments we have in the individuals who exhibit similar values to our overall brand. We do not necessarily have any so called "influencers" for our products, however there is the occasional key opinion leader that we utilise to talk on a product, and present on the clinical benefits and outcomes of our products. I imagine we would utilise influencers to showcase individual products and generate brand awareness is a highly saturated market. However, this is not the case with AMSL diabetes currently and we are utilising brand ambassadors for the long run.

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Ambassadors are a better fit for TWL, as they are able to create highly relevant content using the products. We use Instagram to reach out to micro-influencers in the fitness industry and offer them free products in exchange for a discount code for their audience, and for them to share content with us each month. We look for attributes that align with our brand, including highly motivated, outgoing and positive personalities, a love for fitness and training is crucial. Personal trainers and gym coaches are great fits for our brand, as they are educated in the space and use the products we sell every day.

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Process of finding an ambassador and influencers for a fashion brand

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Process of finding an ambassador and influencers for a fashion brand

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For fashion brand Rodney Clark both an ambassador, and influencers suit the business.

An ambassador would need to mirror the brand values and attributes and have a long-term commitment to the brand. In the case of Rodney Clark women’s fashion, a mature women with an on trend fashion sense would be suitable, along with having an even temperament, values of diversity and inclusivity, warmth and friendliness, and be articulately capable to make comment in the public arena about the brand.

Influencers are useful in identifying certain products to their audiences that may suit theirs and their audiences' lifestyles. The attributes required for an influencer would be size of audience, reach, personality, and narrative.

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We would at first start with influencers because it is a new brand it needs to establish itself into the fitness market as atrusted brand. Once the brand picks up momentum with influencers in the short term, either the brand could offer the influencers a new contract to be an ambassador with different requirements for example they will not be paid for each post or story instead they will recieve unique discount codes, and be featured on the brands social page for their own exposure. The ambassadors sign up page will be on the brands website and as for influencers, the brand will seek them via social media platforms at first. Both influencer and ambassador are required to be passionate about the fitness fashion niche, live and breath this lifestyle be between 18-35 woman single and well established in their career to better connect with the brands target market. Their social media following should be no less then 2000 and anything between 2000 and 10K is suffienct to be considered a micro influencer or ambassador.

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Influencers work better in the home entertainment industry.
Usually, it depends on the franchise's genre and what kind of influencers are used.
We have a pool of influencers we usually go to, if it's a historical period drama series or film, a thriller/horror or a family release.
We try to use influencers that connect naturally with the target audience and can see them reflected on the posts.

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Influencers are a better fit for AB. However we actually use both, just in different capacities. Influencers are used to give their honest opinion of our product to their fans, which is what their community wants, not an endorsement of a brand they have no tangible affiliation to. That is why we only work with influencers that are fans of our games. Ambassadors are used as a broader top of funnel awareness driver, usually determined by their overall reach. However, we also only engage Ambassadors that are genuine fans of our products. I think AB is in a pretty unique position in this regard.

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Ambassadors would be a better fit for my company than influencers because we want to build long-term brand recall/recognition. Finding a brand ambassador is simple thanks to a number of partnerships we have, particularly with the Olympics and Paralympics.

Brand ambassadors must share the brand's values and commit to the overall purpose of the brand.

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Old Quarter customers are loyal supporters of the business’ philosophy of “Good Gives Good”. They’d be perfect to promote the brand on social media. We’d set up a page on the website where customers can sign up to join the program. Successful ambassadors could get discounts, free products, and a unique discount code to share with friends, family, and followers. OQ Brand Ambassadors would have to share the brands belief that as a coffee loving community we can deliver ‘Daily Happy” across people, place, and planet.

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The world of Masterchef has provided many talented foodies who have a media presence and following. Callum Hann is a commercial ambassador for the Campbell's Real Stock portfolio. He is a strong fit with the brand personality and has credibility as a foody.