Are you or your client thinking of collaborating with an external person who can increase the visibility of your brand, project, idea, or product?
Hiring influencers or ambassadors is not a new practice; even in ancient Rome, orators, emperors and military men such as Cicero, Augustus and Mark Antony used their communication skills to influence public and political opinion. Today, access to technology and social networks has made figures such as TikTokers, Instagramers and YouTubers coveted elements in communication strategy. But did you know that they are not the only option available? Are they strategically beneficial to achieve your objectives?
Each has a different focus and impact, yet both must coincide on a fundamental building block for your organisation: the alignment of values and ethics. In this article, I will briefly examine how each option can be used strategically to improve any organisation’s communication initiatives.
In addition, at the end of this article, I will reveal an alternative strategy that could be equally beneficial to your communication.
Brand ambassadors have been a constant in communication strategies, from ancient orators and leaders who influenced public opinion to today’s actors and athletes who promote corporate products and values. Through a long-term relationship with the organisation, these personalities can deepen the corporate values and mission, reflecting them consistently and authentically.
This role goes beyond mere promotion; it involves being a true representative of the entity’s culture and ethos, influencing not only brand perception but also its internal strategy and crisis management. Brand ambassadors strengthen trust and loyalty among stakeholders, including customers, employees and partners, facilitating genuine communication that can sustain and enhance corporate reputation in the long term.
Audrey Hepburn, an internationally renowned actress, was appointed a UNICEF Goodwill Ambassador in 1988 and maintained a long and committed relationship with the organisation until she died in 1993. As ambassador, Ms. Hepburn undertook over 50 missions to more than 20 countries, promoting immunisation, education and nutrition programmes for children in extreme poverty and conflict. Her work included visits to countries such as Ethiopia, Turkey and Venezuela, where she focused not only on advocacy campaigns but also on implementing long-term strategies to improve the lives of children.
Hepburn used her influence to testify before the US Congress and actively participated in the 1990 World Summit for Children, where she advocated for children’s rights globally. Her dedication strengthened the visibility of UNICEF’s causes and built trust and loyalty to the organisation, demonstrating how a brand ambassador can have a lasting and significant impact.
Audrey Hepburn is an emblematic example of how a long and committed relationship with an organisation can influence public perception and achieve long-term strategic goals, aligning perfectly with UNICEF’s values and mission.
You can learn more about their commitment and the impact of their work on UNICEF’s official website.
The social media boom has helped highlight the influencer’s profile in this type of strategy, with the ability to deliver critical messages to broad audiences quickly, thanks to their strong social media presence and ability to create relevant and engaging content. Influencer partnerships are ideal for campaigns to increase visibility quickly, manage public opinion during specific launches or events, and reach market segments that might otherwise be inaccessible. However, these powerful interactions are often temporary and require careful selection to ensure that the influencer is aligned with the brand’s values, guaranteeing the authenticity and relevance of the message.
On the other hand, influencers can inject dynamism and urgency into communication campaigns. Thanks to their influence on social media, they have the power to capture attention quickly and spread messages on a large scale. This ability is invaluable for communications that seek immediate impact, such as an urgent awareness campaign. While these collaborations may be brief, selecting influencers whose followers match the brand’s target audience can maximise the campaign’s effectiveness and ensure the message reaches the right audience.
In February this year, the Australian Federal Government launched a social media campaign to warn teenagers about the dangers of vaping and nicotine addiction. The campaign included several local influencers, such as cricketer Ellyse Perry, actress and content creator Ella Watkins, comedy duo Fairbairn Films, and gaming content creator JackBuzza, who has almost four million followers on TikTok. In addition, surfer Zahlia Short joined in to highlight the environmental impacts of vaping.
This campaign is part of a broader strategy to reduce vaping among young people by educating them through platforms they frequent, such as Instagram, TikTok and YouTube. According to Health Minister Mark Butler, influencers are crucial to countering the vast amount of misinformation and online advertising promoting vaping to teenagers (according to the same news story, a Cancer Council of Australia study in 2023 identified more than 18,000 influencers promoting vaping).
You can find more details about this initiative here.
Having defined the key characteristics of both profiles, it is essential to ensure that the person representing your product, idea or service is entirely in tune with your values and principles, regardless of the duration of the collaboration. Here are some strategic recommendations to maximise the choice of the profile that best suits your needs and resources:
As I mentioned at the blog’s beginning, I will show you an alternative strategy that can be incredibly effective: opinion pieces, also known as “op-eds”.
Op-eds have become a valuable option in the strategic communication toolbox. Below, I explain how these articles, usually written by academics, scientists, entrepreneurs, celebrities in different fields of expertise or thought leaders, can influence public opinion and discourse within a specific sector.
These experts bring depth, analytical rigour and an authentic perspective that resonates with key audiences. They can complement and, in some cases, surpass the benefits of brand ambassadors. First, they establish credibility. A well-written op-ed positions the author, and by extension, the brand, as an authority on the subject matter.
Secondly, op-eds can influence important decisions. Addressing relevant and pressing issues can directly impact policy-making and public opinion. This ability to influence policy and society is a critical advantage that brand ambassadors, with their often more commercial approach, cannot always match.
Finally, op-eds effectively amplify the message. Thanks to their shareable nature, they can achieve wide distribution in print and digital media, which increases their impact. While brand ambassadors and influencers can amplify a message, op-eds offer depth and analysis that can resonate more deeply with informed audiences, making a lasting and meaningful impact.
Implementing op-eds as part of a communications strategy requires careful planning and precise execution, but the potential to significantly impact public perception makes them invaluable.
The choice between a brand ambassador and an influencer is not simply a matter of preferring one strategy over the other but of understanding which best aligns with your specific communication objectives and the nature of your audience. Brand ambassadors offer a deep and lasting connection, while influencers can generate a quick and far-reaching impact. In addition, opinion pieces represent a good complementary tactic for influencing public opinion, ideal for experts and thought leaders who want to deepen the dialogue with key audiences.
Choosing the right strategy, whether ambassadors, influencers, or opinion pieces, depends on authentic execution aligned with your organisation’s principles. It seeks not only to convey a message but also to build meaningful and lasting relationships.
If you want to learn more about how these strategies can be applied or which profile is best for your campaign, contact me on LinkedIn to continue this discussion.
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