Elena writes that she is fulfilling her dream and learning to run again. The girl has been running with a trainer for a month and can easily cover several kilometers. Elena emphasizes that it is time to break laziness and stereotypes, saying that she does not want to justify herself with this.
Elena, like Michael Mellia, promotes the brand's values not only on social networks. Posters and banners with her photo hang on the recently opened Nike store in Moscow, in the costa-rica mobile phone numbers database presentation of which she also took part.
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The blogger published a photo from the store opening, and Elena's subscribers wanted to see the installations depicted in the photos in person. This is how Nike managed to expand the brand's audience with young and active people.
How Big Brands Work with Their Teams of Representatives
Another major sports manufacturer, Adidas, has its own promotion policy. One of the methods for expanding the target audience is to increase the number of ambassadors. Of course, bright personalities are also important as ambassadors, but their number is preferable. Adidas currently has a top-level star on its team — Kendall Jenner, who has more than 120 million subscribers.
The support of second-rate stars also plays a role. For example, in Russia, Adidas ambassadors include Irina Mizunova, Ekaterina Zemskaya and others. Similar policies are used by Reebok, the Canon photographic equipment brand and others.
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Is it always worthwhile to hire “millionaire” ambassadors?
In 2017, popular YouTube blogger and Sports.ru editor Yuri Dud became an ambassador for Alfa Bank. The goals of Alfa Bank and Yuri's tasks as its representative are not entirely clear. For example, it is unclear to what extent the subscribers of the vDud channel correspond to the customer's target audience.
Is it always justified to hire “millionaire” ambassadors?
Source: Alexey Boldin / shutterstock.com
Probably, this choice was somewhat experimental. The bank is trying to be open to a new audience, wants to use other areas of promotion. In any case, Yuri Dud is a charismatic and noticeable blogger with a large number of subscribers. At the time of signing the contract, there were 600,000 of them on Instagram* and 2,000,000 on the YouTube channel. Dud's appointment may well be a well-thought-out, balanced decision, and also be part of an advertising campaign with very specific goals and objectives. There will still be a buzz around the brand, the number of mentions will also grow, and recognition will definitely increase.
"Brand positioning - what is it, how to develop your own unique strategy"
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