- New research by Billion Dollar Boy finds 73% of marketers plan to increase investment in brand ambassador programs in the next 12 months
- This follows an increase in investment from 61% of marketers over the past 12 months, highlighting an accelerating trend towards ambassadorships
- A third of marketers are increasing investment because ambassadorships deliver strong ROI
London, UK, 4th December 2024 – New independent research by global creator agency, Billion Dollar Boy, shows brand ambassadors are on the rise, with 61% of marketers across the US and UK having increased investment over the past 12 months.
The rate of increase is set to accelerate into 2025, with the survey finding an extra 73% of marketers are planning to invest more in ambassador programs over the next 12 months.
This upward trend is particularly prevalent among US marketers, with 85% planning spending increases over the next year compared to 61% of UK marketers.
The research, which canvassed the opinions of more than 500 senior marketers and brand managers across the US and UK, also reveals marketers’ top reasons for expanding ambassador programs:
- Improves the authenticity of the content/partnership (36%)
- Allows for faster content approvals (34%)
- Delivers strong ROI (34%)
- Delivers better campaign engagement (32%)
- Builds better relationships with the creator(s) (32%)
- Improves the creator’s understanding of brand messaging (31%)
- Are more cost-effective (28%)
- Increases recall (28%)
The results show how marketers typically attribute ambassador programs to cost-effectiveness as well as acknowledging the benefits it brings in terms of improved content performance and creator relations.
Discussing the research, Thomas Walters, Europe CEO and co-founder of Billion Dollar Boy, comments: “Brand ambassadors have been a marketing mainstay for as long as celebrities have lent their faces to products and services. But within the context of the creator economy, their popularity has ebbed and flowed as short term influencer campaigns became prioritised for quick results.
“Now though, our research shows how they’re making a resurgence as brands recognise their value in reaching niche communities and navigating the complexities of the modern marketing landscape, with trusted and agile relationships enabling brands to move at the ‘speed of culture’.
“By empowering creators to play a bigger role, marketers can also enhance their understanding of brand identity and key marketing objectives while strengthening creator relationships. Ultimately the survey results show the impact this has in levelling up influencer partnerships for both awareness and sales objectives through repeat advocacy.”
Methodology
Between 24th May – 3rd June 2024, Censuswide was commissioned by Billion Dollar Boy to execute a study of 4,008 nationally representative consumers (aged 16+), 508 content creators and 511 senior marketers and brand managers in the UK and US. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles.
About Billion Dollar Boy
Billion Dollar Boy (BDB) is a global creator agency, using industry-leading tech solutions to deliver integrated, creator-led advertising and end-to-end campaign management. Founded in 2014 by Edward East, alongside co-founders Thomas Walters and Permele Doyle, Billion Dollar Boy was among the first global influencer agencies and now has offices in London, New York and New Orleans. Since its inception, BDB has partnered with some of the world’s leading brands – including Heineken, King, Nintendo, PepsiCo and L’Oréal – connecting them with more than 10,000 vetted content creators. BDB client campaigns have been awarded at the Cannes Lions, Influencer Marketing Awards, Webby Awards, Shortys, The Drum Awards and AdWeek.