German ad agency Jung von Matt/Neckar devised a clever delivery service viral marketing campaign for DHL in which competitors were employed as unwitting promoters of DHL. The agency created boxes that appeared black when cold — they were stored in walk-in freezers before being picked up — but then would slowly reveal the words ‘DHL is faster’ when they warmed in the carrier vans. Unsuspecting delivery men from competitors UPS, TNT and DPD all had to carry these awkwardly shaped boxes to particularly hard-to-reach locations, ensuring a lot of people saw the amusing message.

Although cleverly executed and highly amusing, something doesn’t quite feel right about using trickery to benefit the brand. But it did however get me thinking…what can brands do to harness the power of their customers to act as willing brand ambassadors? Not only do brand ambassadors promote the brand to their peer networks, which is becoming increasingly important in the social media era, but they are also the first to come to the brand’s defense.

Retailers harnessing people as ambassadors

Uniqlo chose local brand ambassadors when launching into Australia. Actress Sophie Lowe, young person award winner Jessica Watson, chef Andrew McConnel, artist Rone and blogger Sara Donaldson were appointed to deliver a multifaceted Australian face to the brand.
British retailer ASOS launched its Student Brand Ambassador project in Australia and will work with 20 students over the academic year, charging each with promoting the brand on campus and creating written and photographic content for an ASOS student web page.

Fashion retailers Sportsgirl, Lorna Jane and Diva have also harnessed the power of brand ambassadors through technology using the Tweet Mirror. The kiosk uses touch screen technology to allow customers to take their own pictures with different products in the store and instantly share them via social media. The technology not only improved the customer store experience but allowed the respective communities to act as ambassadors by promoting products in real time and globally via viral marketing.

So how can we turn customers into brand advocates?

We need to take them on a journey from considering the brand to purchasing the brand to liking the brand to loving the brand.

To successfully transition customers through this journey, a brand needs to provide engaging and relevant experiences that most importantly, are consistent across all touch points and interactions. If a brand can do this, it will be rewarded with customers who not only love the brand but are willing to fight for the brand!