What Is an Ambassador? Meaning, Role, and Examples Explained Simply
Published:
Last Updated:
Category: Marketing Glossary, Marketing Strategy
Published:
Last Updated:
Category: Marketing Glossary, Marketing Strategy
Authors: Shusaku Yosa
You often see the word "ambassador" on social media and in TV commercials, but if someone asked "what even is an ambassador?", many people might struggle to explain. This article organizes the meaning of ambassador in an easy way, and explains its job and role, types, the difference from similar words, and specific examples, in a way that is easy for beginners to understand.
Ambassador is originally an English word meaning "envoy" or "emissary." In recent marketing, it is increasingly used to mean a "spokesperson for the brand"—someone appointed by a company or brand to convey its appeal to others in their own words.
"Ambassador" originally refers to a diplomat who represents a country and interacts with other countries. From there, it came to be used broadly to mean "a person who represents and widely conveys the appeal of something."
In a marketing context, it refers to the "face and spokesperson of the brand" appointed by a company. By having them actually use the product or service and share its goodness in their own words through social media and events, a more trustworthy way of communicating than advertising is expected.
The main jobs and roles of an ambassador include the following.
Ambassadors can be divided into several types depending on who serves in the role.
That is, an ambassador is closer to "a person who continuously conveys the brand's appeal" than "a person who promotes temporarily."
Actual ambassadors are used in various forms depending on the goal. Here we introduce representative examples.
An example where a cosmetics or food brand openly recruits and appoints its users as "ambassadors," spreading real word of mouth on social media. Life-sized voices call forth empathy.
An example that appoints a celebrity who fits the brand image as an ambassador, aiming to expand awareness among a broad audience and improve image. The size of the reach is a strength.
An example where a local government appoints a talent or expert as an ambassador for tourism PR to convey the region's appeal. It leads to raising awareness and expanding the visiting population.
For an ordinary person to become an ambassador, applying to the "ambassador recruitment (open call)" run by companies and brands is the common route. If you regularly use that brand and share its appeal on social media, you are more likely to be chosen. First, check the recruitment information on the official site or social media of a brand you like.
An ambassador is originally a word meaning "envoy / emissary," and in marketing it refers to a "spokesperson for the brand" appointed by a company or brand to convey its appeal in their own words. Through communication on social media, event participation, and word of mouth, they play the role of spreading the brand's appeal in a trustworthy way that differs from advertising. There are various types, from the celebrity type to the fan type, and even ordinary people can become ambassadors through open recruitment. If there is a brand you are interested in, we recommend first looking for recruitment information.
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