Unsuccessful examples of cooperation with brand ambassadors in Russia

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Not every collaboration with an ambassador is successful. Sometimes the contract with the envoy ends on a far from positive note for both parties.

Egor Creed

The popular singer and idol of young girls could not decide on the choice of smartphone. At first, he used the Samsung brand, but for a certain fee he became sympathetic to the Orro brand. At the same time, Creed often publishes content in his accounts generated through iPhone applications.

Many other brands also become Egor's direct moving leads email list favorites, of course, for specific amounts. Creed is a popular person, but there are no strict limits for his preferences, and he also cannot yet determine his own price.

Timati

His colleague Timati suffers from approximately the same lack of discrimination. When he collaborated with the YotaPhone brand in 2015, this did not stop him from taking selfies on an iPhone and posting them online.

Perhaps Timati's fans will not attach any importance to such uncertainty in the phones, but they will definitely realize that their idol's relationship with one of the brands is definitely not in line with his status.

It is clear that Timati's own brand is not in danger from such twists and turns, since it is strong, unlike Creed's. However, this is a blow to the reputation of the customer company, the terms of the contract with which Timati fulfilled in a slipshod manner.


Khabib Nurmagomedov


Khabib Nurmagomedov was chosen as the face of the Toyota brand. His personality itself is quite ambiguous and contradictory. It is unlikely that an aggressive person who expresses openly sexist judgments can become a mouthpiece of life values.

Toyota representatives assure that the brand's ideas and the personality of its ambassador are different things. However, the reasons for this choice are still not entirely clear, because there are many popular people with normal behavior.

Khabib was probably appointed as an ambassador for his positive personal qualities such as tenacity, endurance, and masculinity, which people might associate with an off-road vehicle. His large number of followers also played a role - he has 13.7 million on Instagram*. However, the collaboration still looks ambiguous, especially since it was presented only by a photo of Khabib in front of a Toyota.

Well-known brand ambassadors are the most powerful way to communicate with the target audience. However, the choice of a person for this role should be approached seriously and responsibly, since this person will promote the values ​​and philosophy of the brand to the masses. The ambassador "humanizes" the trademark, bringing it closer to the target audience and potential consumers.

Choosing an ambassador is a complex task. It is necessary to make a balanced decision so as not to damage the brand's reputation. To do this, it is necessary to form an idea of ​​the person, their personality and audience, so that the brand's message is conveyed as fully and correctly as possible.


* Belongs to Meta, an organization whose activities are recognized as extremist in the Russian Federation.