Brand ambassadors have become an essential lever for embodying and rapidly disseminating a vision. A vision carried by influential figures who are increasingly decisive. It’s not a waste of money for Gucci to bet on Jannik Sinner, for Danone to rely on Carlos Alcaraz, or for Nike to support athletes in their quest for world records.
It is now an established fact in marketing studies: ambassadors influence the perception of a brand, and this perception directly influences our consumer behavior.
This type of marketing influences both purchases and repeat purchases. Companies use it not only to encourage consumption, but also, for several years now, to shape their brand image and support strategic shifts.
Take Gucci, for example. By choosing 23-year-old Italian tennis player Jannik Sinner as its new face, the luxury brand is not only betting on a rising star in sports, but also reaffirming its strong Italian roots. Sinner embodies local expertise and a high-end image consistent with Gucci’s DNA. He is also sponsored by Lavazza and Alfa Romeo, two other Italian companies that are playing the national card. All in all, this is a logical marketing strategy.
The same logic applies to Danone, which recently recruited Carlos Alcaraz, another tennis icon. The message is clear from the very first sentence of the press release: “Convinced that combining good eating habits and sports from an early age is key to building good health throughout life, Danone is surrounding itself with a new global ambassador to inspire future generations: Carlos Alcaraz.” Once again, the choice of athlete reinforces a message that is fully consistent with what the brand wants to represent.
Finally,Nike is banking on a different kind of image. The sportswear manufacturer has decided to support Kenyan runner Faith Kipyegon in her bid to become the first woman to run a mile in under four minutes on June 26 at the Charléty Stadium in Paris. The immediate commercial impact is, of course, virtually nil. But the symbolism is strong. Faced with agile competitors such as On and Hoka (Deckers), Nike is seeking to reposition itself as a leader in innovation. Its spikes will be lighter than those used last year at the Olympic Games and a 3D-printed sports bra will, according to Nike, be more breathable than anything else on the market.
It is also a question of reaffirming its commitment to women. It must be said that its market share in footwear has fallen from 28.8% in 2021 to 26.3% in 2024. And on the women’s side, sales have grown by only 4.4% in three years, compared with 13.5% for men.
A measurable influence?
In an attempt to quantify the real impact of these campaigns, the company Launchmetrics launched an indicator in 2018: Media Impact Value (MIV). The aim is to put a financial value on often intangible benefits.
The algorithm remains opaque and fairly complex, but is based on five main variables: the distribution channel (a TikTok video does not carry the same clout as an Instagram post, for example), the creator’s profile (their notoriety, area of expertise, etc.), the reach and engagement of the published content, the quality of the mention, and finally the geographical area.
If you’re curious: What is MIV or Media Impact Value? A comprehensive guide – Launchmetrics
MIV enables brands to identify the ambassadors with the best ROI, the most profitable campaigns, and the most promising geographical areas. At Paris Fashion Week 2024, Louis Vuitton generated 36.3 million MIV, ahead of Dior and Saint Laurent. In New York, the star was Tommy Hilfiger, ahead of Michael Kors.
It’s obviously a soft science, but these tools respond to a reality. Personalities are now at the heart of marketing strategies.
Share of marketing budget spent on influencer marketing according to marketers and industry leaders worldwide, January 2025 (Source: Statista)
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