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The role of ambassadors in brand experience is more important than ever

December 2023

Galaxy studio

Online and offline interactions often dominate marketing campaigns. 

It’s during these interactions that the role of the brand ambassador comes into play, even more so in the realm of experiential campaigns and live events. Generation Z, a demographic known for its preference for face-to-face interactions, magnifies the impact of brand ambassadors

Ambassadors are the unsung heroes of brand experiences, and in this blog, we’ll explore how they play a pivotal role in humanising a brand, and the importance of selecting the right individuals to do this important job!

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Personal interactions

Eventbrite says that 82% of Gen Z prefer experiences in the real world.

This signifies a departure from the conventional belief that ‘digital is king’, highlighting the demand for tangible and personal interactions. Gen Z thrives off face-to-face experiences – despite their reputation – and loves to be immersed in your brand. 

Experiential campaigns and brand experience events provide the perfect platform for such encounters, and brand ambassadors act as the bridge between the brand and the consumer during these live experiences.

The human touch

The human touch, the feeling of a genuine connection, is a currency that holds immense value for any brand. Brand ambassadors, being the faces of your brand, bring a human element to the forefront. This humanisation of a brand increases both brand recall and brand loyalty.  A study by Criteo found that 47% of Gen Z values brands that are authentic and genuine. Brand ambassadors, through their authentic representation, contribute significantly to humanising the brand, making it more relatable and trustworthy.

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Brand values

Choosing the right individuals to represent your brand is one of the most important decisions. It’s about finding individuals who resonate with and understand your brand’s values and ethos. 

The authenticity and alignment between the ambassador and the brand contribute directly to the success of an experiential campaign. According to a survey by Stackla, 86% of consumers believe authenticity is important when deciding what brands they like and support. 

Diversity should also be a crucial element when building your team of ambassadors. Your ambassadors are a reflection of the your audience’s culturecommunity, and having a diverse team enables to connect with a cross-section of your demographic.. 

A brand ambassador who genuinely embodies the values of your brand becomes a living testament to that authenticity. 


Consumer trust

To build trust in your brand, it’s essential to be authentic. This means carefully selecting ambassadors who share your brand’s values and beliefs. This ensures that your brand is represented in a way that resonates with your audience. According to a survey, 63% of consumers trust what influencers say about a brand more than what the brand says about itself. This highlights the impact that ambassadors can have and the importance of ensuring their alignment with the brand’s narrative.

A ripple effect

Beyond just face-to-face interactions, brand ambassadors are pivotal in extending the brand experience to the digital realm. Their presence during live events can be amplified through social media, creating a ripple effect that reaches a wider audience. 

98% of consumers create digital or social content at events and experiences. Extending the reach of the brand experience but also adding a layer of authenticity.  Your audience becomes more ambassadors for your brand.

The role of brand ambassadors in creating unforgettable brand experiences is more crucial than ever. As Gen Z values face-to-face interactions and authenticity, ambassadors connect brands with their audience personally. 

Choosing the right brand ambassadors is crucial to the success of your campaign and the long-term reputation of your brand. It is important to carefully select ambassadors who embody your brand’s values and can be trusted to represent your campaign and brand effectively. Brand ambassadors can help your brand make a lasting impact on your audience, particularly in a world where experiences are highly valued. They can also advocate for your brand and contribute to building your credibility and trustworthiness.

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