In 2020, only two of the 20 Big Brother Lockdown housemates did not outrightly announce a brand ambassador deal within four months of the finale of the show! Those two still had brands and companies knocking on their doors for one-time spots.
The pivotal question is whether these deals deliver the expected ROI? Does the enraptured fandom of these star ambassadors translate into revenue? And the brutal answer will be “Not exactly, especially for consumer brands who enter into short term deals.”
BHM consultants expect brands to keep signing ambassadors, for various reasons. It’s a trend that has come to stay. But those who hope to get a bang for their bucks will have to be more creative with the use of ‘influence’. We have entered the era of influence, where brands need always-on-advocacy from the guy next door to the biggest pop star alive. An influencer is not necessarily who we have come to know as the ‘social media influencer’. Rather, it’s the person who is sufficiently knowledgeable on a topic or in an area, as to draw people into their space of influence, and be capable of effecting understanding or action.
People want to feel a deeper sense of connection to the brands they patronise. Does it align with their purpose? The 2020 Plaqad Compensation Report states that only 18% of influencers have worked with brands they already patronize – a trend that has to change as time goes on. The 2021 customer can sense ‘advertising’ from a mile away and are not interested in being sold. They may shout, cry, embark on social media wars, and pass out at the mention of their favourite celebrity ambassador. Yet, they will rather purchase a brand that actually aligns with their needs, pocket and tastes. The shouts of ‘na only company wey support we go buy’ in Nigeria, is a foretelling of the 2021 consumer. They have a voice, and will align with similar voices – the always-on-advocate.
So, companies need to invest in a wide range of these advocates that have infused themselves in the fabric of Nigerians’ consciousness.
Who are the always-on-advocates? This is the most popular resident in an Estate, who can actually sway sentiments in his favour at an estate association meeting and is believed to the be ‘cool uncle’ by the children; the primary school teacher who leads over 20 associations on her WhatsApp group; the Nigerian star who holds sway over millions but also understands that advocacy is beyond glitzy Instagram photos with ill-placed branded items. Now, imagine a company that understands this and takes the multi-million dollar deal meant for a star ambassador and refocuses this on over 40 always-on-advocates who wield influence and can trigger customer decisions by weaving the brand into their lifestyle and environment? Viola!
While the glitz of ambassadorship continues, companies need to understand the need for constant advocacy. Always-on-advocacy will be one of the differences between visible brands and visible stars ‘figure heads’. Advocacy will allow people (the average Nigerian within his space of influence and the superstar with millions of fans) to influence their audience with the everyday lifestyle and the infusion of brand messaging.