Ambassadorship
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An effective brand ambassador programs blend customers, coworkers and influencers within the same room. Here, a small brief of our work in Good Rebels for IKEA Spain, where our Club de Embajadores provide de exclusive content, training and challenges to proactive and innovative community eager to build the brand experience with the brand itself.
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Ambassadorship
- 1. Ambassadorship Eleazar Santos - Business Director
- 3. ACQUIRED* PAID High control Low credibility EARNED Low control High credibilityIKEA media Galaxy * Earned through non-economic considerations or incentives. Deliver the right message, through the right messenger. TV Influencers Fans Social Paid Media Paid Influencers Social conversation Co-workers OWNED Web In store media Social Media channels
- 4. Network communications amplify impact value 2M 10M 15M 20M BRAND AMBASSADORS POTENTIAL IMPACT Sources: Nielsen, Millward-Brown, Crowdtap Communications can be designed to impact beyond the Ambassador community by creating content that triggers co-creation, community participation or open discussion “ ”
- 5. IKEA Ambassadors 5 Why is the relationship and membership with ambassadors proposed by IKEA so special? Sharing values, being themselves but understanding the way we want to work with them. • We don’t pay to our influencers. • We don’t work with exclusivity. • We don’t purchase collaborations. • We don’t control what they want to say about us. • We believe in influence, not popularity. • We think micro-influence is always first.
- 6. Co-workers, consumers & influencers The next level of IKEA Family IKEA: everyone, in the same room Values, culture and exclusive access
- 8. Barcelona • Brighton • Ciudad de México • Madrid goodrebels.com • @GoodRebels Data. Creativity. Tech.