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1、Brand Ambassador Marketing 2025Understanding the Full Impact of Celebrity&Influencer PartnershipsReportA letter from the CEO of Launchmetrics,Michael Jas.Brand Ambassador Marketing 2025In 2024,brands in the U.S.spent over$7.1 billion on influencer marketing.That level of investment confirms what man

2、y of us already know:brand ambassadorships have evolved into a cornerstone strategy.But with that shift comes new pressurepressure to prove value,justify spend and understand what impact really looks like.And the truth is,ROI cant be fully captured by measuring what happens just when an ambassador p

3、osts.The true influence of a campaign lies in what it sets in motionhow it shapes perception,sparks conversation and connects brands to culture in more meaningful ways.To help brands measure that full scope of value,were introducing Voice Echoa new framework that tracks not just direct performance,b

4、ut the extended impact campaigns create as they are picked up and amplified by media,influencers and communities.It provides a clearer picture of how influence moves across the ecosystem,and which Voices are truly driving brand relevance forward.Weve also developed our own AI-powered qualitative fra

5、mework to go even deeperdecoding the themes,narratives and brand values that show up in these conversations.Its a powerful complement to Voice Echo,because today,measuring impact means understanding not only whats being said,but why it resonatesand what that means for long-term brand equity.Througho

6、ut this report,well show how Voice Echo reveals a more complete picture of brand ambassador impactand how pairing it with qualitative insights unlocks a new level of strategic clarity.Additionally,we will share perspectives from leading industry professionals at Tommy Hilfiger,McCann,American Influe

7、ncer Council,Chris Gay of The Society Management and others.Our hope is that this becomes more than a benchmarkits a practical guide to help you build smarter,more on-target and truly elevating ambassadorships in the years to come.Michael Jas.CEO of LaunchmetricsIntroTable of contents1.The State of

8、Brand Ambassador Marketing in Fashion,Lifestyle and Beauty:Survey Results8.Decoding Ambassador Impacta.Case Studies of Top Partnerships2.How to Measure Brand Ambassador ROI3.Noteworthy Influencers of 2024 by Direct Impact4.Top Brands of 2024 by Official Celebrity Ambassadorships MIV5.How Voice Echo

9、Reveals the Full Story Behind Ambassador Performance6.Noteworthy Ambassadorships of 20247.Brand Focus:Alo&the Indirect Echo Garnered by Celebrities&Influencers Nara Aziza SmithZendayaLewis Hamiltona.How Talent Shapes the Way Brands Are Talked Aboutb.Key Qualitative Stats from Brand Ambassador Conver

10、sations10.Key Insights&Actionable Next Stepsa.Key Brand Ambassador Stats Based on our Voice Echo Analysisb.Report Takeawaysc.What the Experts Say11.Our Partners 12.About Launchmetrics 9.Going Beyond ROI d.Your Ultimate Ambassadorships Checklist13.MethodologyThe State of Brand Ambassador Marketing in

11、 Fashion,Lifestyle and BeautyFrom Grace Kellys famous moment shielding her baby bump with an Herms bag to Audrey Hepburns enduring bond with Givenchy,brand ambassadorships have long played a powerful role in shaping public perception and brand prestige.Today,that legacy continues,but the game has ch

12、anged.Brand ambassador marketing in the Fashion,Lifestyle and Beauty(FLB)industries is now built on full-scale,data-driven strategies,with businesses expecting measurable ROI more than ever before.To gain a clear picture of how the field is shifting,we surveyed FLB professionals around the world.Bra

13、nd Ambassador Marketing 2025When it comes to the growing importance of brand ambassadorships,the results speak for themselves.58%of FLB professionals said theyve increased investment in ambassador marketing over the past five years,and 34%now pay ambassadors over$500K annually.Despite this momentum,

14、60%still find it difficult to measure success,highlighting a persistent gap between investment and insight.Below are key highlights from the survey,offering a deeper look into how modern FLB brands are approaching ambassador marketing in 2025 and beyond.30%of FLB professionalsdedicate 31-40%of their

15、 budgets to brand ambassadorships,while one quarter of survey respondents confirm allocating over 40%of their budgets to these partnerships.85%of survey respondents assertthey work with brand ambassadors(including celebrities,athletes and/or influencers).58%of FLB professionals claimto have ramped u

16、p their brand ambassador marketing efforts in the last five years.34%of businesses pay theirambassadors over$500K per year.16-30%31-40%41-50%51-60%+60%0-15%Same efforts and investments as 5 years agoReduced investmentJust startedNone of the above58%A striking 60%of respondents saymeasuring the succe

17、ss of their brand ambassador program is moderately to very difficult,with an average difficulty score of 6.4 out of 10.12345678910Very easyExtremely difficult74%of survey respondents still rely on traditional social media engagement metrics40%leverage Media Impact Value(MIV)for a more holistic measu

18、rement of brand ambassador marketing ROI,which also factors in social media engagement.while nearlySocial media engagement(likes,shares,comments)Reach and/or impressionsBrand perceptionMedia Impact Value (MIV)Sales ConversionsEMV,AVE or other traditional media metricsConsumer sentiment57%of FLB prof

19、essionals feelthey have the right tools and data to accurately assess the impact of brand ambassador campaigns,while 43%are either not sure or feel they are not well equipped.Brand Ambassador Marketing 2025Brand Ambassador Marketing 2025How to Measure Brand Ambassador ROIBrand ambassadorship has lon

20、g been a go-to strategy for visibility,credibility and cultural relevance.But despite its popularity,many brands still struggle to understand the real impact of their ambassador campaigns.Over 70%of survey respondents continue to rely on traditional metrics like engagement rates and impressionsso it

21、s no surprise that nearly 60%say measuring true success remains a challenge.Today,Media Impact Value(MIV)has become the go-to metric for brands seeking a more advanced,holistic view of performance.MIV assigns a monetary value to every placement across social media,online coverage,print and all key V

22、oices(Celebrity,Influencer,Media,Owned Media and Partners),helping brands better quantify impact.However,MIV alone only captures part of the picture.By combining MIV with Voice Echo analysiswhich measures how ambassador impact extends beyond their own direct posts to include media coverage,partner c

23、ontent and third-party mentionsand layering in qualitative analysis to assess emotional and cultural resonance,brands gain a truly comprehensive understanding of ambassador effectiveness and ROI.Learn moreCrystal MalachiasGlobal co-Managing Director,McCann Content Studios“A robust measurement framew

24、ork is absolutely essential because great partnerships are both an art and a science.Metrics like Media Impact Value(MIV),among others,give us tangible ways to understand whats working and where theres room to optimise.We should be looking at performance through multiple lenses:operational,creative

25、and financial.”Brand Ambassador ROIMedia Impact Value(MIV)Voice Echo AnalysisQualitative AnalysisTrusted by leading brands like Tommy Hilfiger,Lacoste,Jacquemus and Este Lauder Companies,this approach helps teams sharpen strategies,optimize spend and clearly see whats workingand why.While MIV offers

26、 a powerful,data-driven view,understanding the emotional and cultural impact behind the numbers is equally important for brand-building.Well explore both sides throughout this report.Crystal MalachiasGlobal co-Managing Director,McCann Content Studios“A robust measurement framework is absolutely esse

27、ntial because great partnerships are both an art and a science.Metrics like Media Impact Value(MIV),among others,give us tangible ways to understand whats working and where theres room to optimize.We should be looking at performance through multiple lenses:operational,creative and financial.”Brand A

28、mbassador Marketing 2025Ranked by the MIV Generated through Celebrities&InfluencersBrand ambassador marketing has come a long wayfrom classic celebrity endorsements to a broader mix of athletes,influencers,models and reality TV stars.To understand how different types of ambassadors drive impact,we a

29、nalyzed how Celebrities(such as actors,musicians and athletes)and InfluencersAt first glance,influencers may seem to drive more impactbut their campaigns dont always ignite the wider conversations that celebrity partnerships can.Theres often more happening beneath the surface.While celebrities may n

30、ot post as frequently as influencers(or in some cases,may not have social channels at all and therefore do not contribute direct impact),they often spark buzz among the other Voices,generating longer-lasting effects and broader reach.For example,Influencers,Partners and Media might contribute covera

31、ge about a buzzy celebrity ambassadorship.We call this phenomenon Indirect Echowell dig into this later.Total MIV by Celebrity Voice12345678910$687M$454M$420M$364M$339M$332M$275M$222M$221M$196M$171M$135M$119M$94M$89M$86M$82M$76M$69M$61M11121314151617181920Total MIV by Influencer Voice 12345678910111

32、21314151617181920Top Brands of 2024(including social media creators,editors,photographers and stylists)generated buzz for the top five brands in each category in 2024.The categories covered were luxury,premium and mass-market fashion,sportswear,jewelry and watches,and beauty.We compiled a list of 30

33、 brands(the top five from each category)and then selected the top 20 below based on MIV for each Voice.$1.67B$1.52B$1.19B$881M$795M$759M$759M$688M$598M$564M$502M$275M$245M$188M$180M$176M$148M$146M$124M$98MWhat do these rankings reveal about the brands ambassador strategies?Understanding the total MI

34、V per Voice is only part of the story.To truly decode impact and understand who is creating the most buzz for brands,we need to look at the individual partnerships and the content that made waves.Next up,noteworthy influencers and their top posts of 2024.Brand Ambassador Marketing 2025Noteworthy Inf

35、luencers of 2024 Ranked by total Direct Impact Social media Influencers have become a vital part of brand strategy,playing a key role in delivering impact across the entire marketing funnel.From driving massive awareness at scale to supporting conversion-focused campaigns,creators today are contribu

36、ting to short-and long-term success for brands,whether as official ambassadors,sponsored advocates or even as organic brand fans.This curated group of creators represents the top contributors to MIV for the 20 leading brands featured in the report.Each influencer listed here sparked significant dire

37、ct impactmeaning they garnered notable buzz for brands thanks to the posts they published on their own profilesproving the value of influencer marketing as a core growth channel.While larger creators may help brands dominate Share of Voice and increase brand affinity,smaller or more targeted influen

38、cers are often relied on to drive performance-based results,tapping into deeply engaged communities.Their collective impact is not only powerfulits measurable,strategic and central to how brands are winning attention in todays social-first landscape.Olga GrigoryanDirect Impact:$492KLna MahfoufDirect

39、 Impact:$548K$19.8M MIV2Wisdom KayeDirect Impact:$2.6MGeorgina MazzeoDirect Impact:$364KShima KatouzianDirect Impact:$374K$22M MIV1$19.7M MIV3$19M MIV4$16.8M MIV5The top figures represent the total direct MIV they generated in 2024 for the top 20 brands featured in this report,while the direct impac

40、t figure highlights the highest-performing post for each listed brand.Brand Ambassador Marketing 2025OliviaYangDirect Impact:$309KJeremy FragranceDirect Impact:$501KMikayla Nogueira HawkenDirect Impact:$320KMadeleine WhiteDirect Impact:$495KMara BottleDirect Impact:$380KWhile influencer campaigns of

41、ten deliver impressive direct results,official celebrity ambassadorships bring another level of strategic valueespecially when analyzed through the lens of Voice Echo.These formal partnerships often generate ripple effects that go far beyond the original postearning media coverage,partner amplificat

42、ion and fan-driven buzz that drive long-term brand equity.Lets take a closer look at how leading brands are maximizing these high-profile ambassadorshipsand where that extended impact is really coming from,on the next pages$14.83M MIV6$14.81M MIV7$13.3M MIV10$14.4M MIV8$13.5M MIV9Brand Ambassador Ma

43、rketing 2025Ranked by the MIV Generated Through Official Celebrity AmbassadorshipsThe previous ranking showed the top brands based on the overall direct impact celebrities and influencers drove for them.The table below goes a step further,showing how brands rank based only on the MIV generated throu

44、gh official celebrity partnerships.Here,we break down the total impact into three types:Direct,Owned and Indirect Echoan approach we call Voice Echo.By looking at Indirect Echo(the MIV generated by media,partners and third parties)alongside the direct MIV from celebrities and brand-owned channels,we

45、 can highlight which campaigns create lasting cultural traction beyond the initial post.Take Chanel,for example:the brand generated$332M in MIV in 2024 from the Celebrity Voice overall(including mentions from non-official partnerships).But when isolating just its official ambassadorships and account

46、ing for the extended conversation around them,the MIV total increases by 151%,rising to$835M,with 79%of this figure driven by Indirect Echoa clear sign of the added value that comes from campaigns capable of sparking broader,sustained engagement.Brand1234567891011121314151617181920Top Brands of 2024

47、$1.43B75%10%15%$1.18B74%16%11%$835M79%13%8%$693M79%11%10%$462M82%4%15%$427M80%8%12%$355M70%8%22%$343M71%10%19%$309M75%8%17%$290M73%8%19%$249M83%9%8%$210M68%23%9%$175M66%16%18%$172M77%7%16%$136M92%6%2%$87M88%7%5%$52M70%8%21%$48M73%16%11%$17M68%25%7%$8.7M85%2%13%Analysis of 2024s top ambassadorships s

48、hows that,on average,77%of total MIV comes from Indirect Echo(Media,Partners,Influencers and other Celebrities)with 13%driven directly by the official Celebrity ambassadors and 10%from Owned Media.Whats the norm?These standout campaigns show how Voice Echo plays outcapturing not just attention,but t

49、he conversations,amplification and earned momentum that followed.So what does successful brand ambassadorship actually look like in action?Total MIVIndirect EchoOwnedDirectHow Voice Echo Reveals the Full Story Behind Ambassador PerformanceBrands are putting serious budget behind celebrity and influe

50、ncer partnerships,but many still find it hard to measure what theyre actually getting out of them.One big challenge is lack of visibilityits tough to go beyond surface-level engagement stats and really understand how an ambassador is impacting brand performance.Its even more difficult to separate th

51、e value from direct posts versus all the buzz that happens around them,like press coverage or partner mentions.On top of that,figuring out real ROI is rarely accuratebrands often dont have the full picture when it comes to whats actually driving results.Without the right tools,assessing ambassador c

52、ampaign performance across different regions,moments(like red carpets or music festivals)and channels is near impossible.And without a way to benchmark against competitors,its hard to know what“good”looks likemaking it tough to improve strategies or justify future spend.Thats where Voice Echo report

53、ing comes in.Brand Ambassador Marketing 2025What Voice Echo Measures Direct Impact:Media value generated by the ambassadors own content.Competitive Benchmarking:Compare key Voices against industry standards and competitor ambassadors across brands and regions.ROI Estimation:Predict potential returns

54、 before investing in new celebrity or influencer partnerships.Indirect Echo:Impact generated through other Voices discussing the ambassador,such as press coverage or partner amplification.Learn moreOwned media:Impact garnered on the brands own channels.Brand Ambassador Marketing 2025Noteworthy Ambas

55、sadorships of 2024Calvin Kleins viral campaign with Jeremy Allen White is a standout example of the latterwhere the buzz extended well beyond the initial content.These are some of the buzziest official ambassadorships of 2024 based on Media Impact Value(MIV),including the broader conversations(Indir

56、ect Echo)generated around each collaboration.This Voice Echo analysis reveals how strategies vary across brands.Some see the greatest value from celebrities posting directly on their own channels,while others benefit more from the ripple effect generated by the broader conversation.JisooIndirect Ech

57、o:64%x$105M MIV1Owned:3%Direct:33%$90M MIV2Indirect Echo:75%xOwned:12%Direct:13%Brand Ambassador Marketing 2025Anya Taylor-Joy$85M MIV3Indirect Echo:66%xOwned:23%Direct:11%Stray Kids$81M MIV4Indirect Echo:97%xOwned:3%Direct:0%Zendaya$79M MIV5Indirect Echo:31%xOwned:5%Direct:63%ENHYPEN$73M MIV6Indire

58、ct Echo:92%xOwned:3%Direct:5%Rihanna$66M MIV7Indirect Echo:84%xOwned:16%Direct:0%Jeremy Allen White$64M MIV8Indirect Echo:44%xOwned:1%Direct:55%Jude Bellingham$62M MIV9Indirect Echo:52%xOwned:4%Direct:44%Ros$55M MIV10Indirect Echo:67%xOwned:9%Direct:24%Jennie KimBrand Ambassador Marketing 2025Alos s

59、pot in the top 20 brands reflects its smart,layered approach to influencer and celebrity marketing.By leveraging a mix of high-profile stars and digital creators,the brand drives both direct impact and broader cultural buzz.This strategy not only boosts brand visibility but also sparks ongoing conve

60、rsations and earned media that extend well beyond paid placements.The table below highlights the leading Voices behind Alos Indirect Echo,revealing how celebrities like Jin(7.4%)and Jisoo(5.2%)naturally contribute a large share due to their global reach.While influencers like Alix Earle(2%)also play

61、 a key role,proving that even niche creators can fuel meaningful conversations.Even though celebs often generate large-scale knock-on effects,influencers are often leveraged for their direct resultsyet both tiers are critical to Alos full-funnel success.Its important to note that not all the celebri

62、ties and influencers listed below are official brand ambassadors.In some cases,the Indirect Echo stems from organic posts shared simply out of genuine love for the brand.Leading Voices&Their Share of Indirect Echo for123456789101112131415“Brands have become much more sophisticated about having diffe

63、rent influencer or celebrity cohorts that they tap into for different end goals.Some influencers are better for top of funnel metrics,like brand sentiment and awareness;others are better at conversion.”Kendall Jenner8.5%Hailey Bieber6.1%Jin7.4%Kylie Jenner4.4%Isabeli Fontana4.3%Daiane Sodre3.8%Jisoo

64、5.2%Bella Hadid2.6%Matthew Noszka2.2%Jennifer Lopez2.1%Alix Earle2%Georgina Rodriguez2%Rosie Huntington-Whiteley1.9%Candice Swanepoel1.8%Taylor Swift1.3%Aditi BangaHead of Fashion x Innovation at Instagram/MetaBrand Focus:Alo&the Indirect Echo Garnered by Celebrities&Influencers Decoding Ambassador

65、Impact Different ambassadors spark different kinds of impact.From fashion icons to sports legends,each of these high-performing partnerships shows how unique personalities,platforms and storytelling moments shape results.To illustrate how different ambassador strategies play out in practicefrom dire

66、ct impact and Indirect Echolets look at standout examples driving MIV.And later in the report,well dive deeper into how those same partnerships shape brand storytelling and identity.Brand Ambassador Marketing 2025Zendaya x Schiaparelli S24 I SNara Aziza SmithDirect Impact(Ambassador)$117KOwned(Brand

67、)$473KIndirect Echo$918KWhile Owned Media accounts for just 10%of MIV in brand ambassadorships on average,it represents 32%for Marc Jacobs and 41%for H&M in their campaigns with Naraindicating that the brands took a more active role in creating and amplifying content through their own channels,rathe

68、r than relying on Indirect Echo to carry the impact.Key Insight Summary:Nara Aziza cemented her place on fashions radar through high-profile collaborations with Marc Jacobs and H&M.From fronting Marc Jacobs edgy seasonal campaign to her effortless style to H&Ms global reach,Ambassador SpotlightInflu

69、encer Naras ambassadorships showcased her versatility and rising cultural cachet.Her growing presence in editorial spreads and brand campaigns underscored her status as one of the years breakout faces in fashion.Total MIV$1.5MVoice Echo Breakdown7.8%31.4%60.8%naraazizaFollowers:4.6M$313K MIVOwnedDir

70、ect Impact(Ambassador)$236KOwned(Brand)$238KIndirect Echo$107KTotal MIV$582MVoice Echo Breakdown18.4%40.6%41%$235K MIVIndirect EchoBrand Ambassador Marketing 2025Total MIV:This is the total Media Impact Value garnered within the first month of the brand ambassadorshipTop PlacementsTop PlacementsZend

71、ayaDirect Impact(Ambassador)$0Owned(Brand)$921KIndirect Echo$2.6MOn generated most of its impact for Zendayas ambassadorship through Indirect Echo,with a standout moment being a Federer-led content piece referencing the movie Challengers,which alone drove$422K in MIV.Rather than relying on direct po

72、sts from Zendaya,On leveraged cultural relevance and cross-ambassador storytellingsmartly tapping into tennis star Federers influence to amplify the narrative and build momentum around the campaign.Key Insight Ambassador SpotlightCelebrityTotal MIV$3.6MVoice Echo Breakdown25.9%74.1%zendayaFollowers:

73、179M$422K MIVIndirect EchoBrand Ambassador Marketing 2025Total MIV:This is the total Media Impact Value garnered within the first month of the brand ambassadorshipSummary:“Its Zendayas year,”declared headlines earlier this yearand her presence across major campaigns in 2024 proved it.She fronted sta

74、ndout campaigns with On,Louis Vuitton and Bulgari,seamlessly spanning sportswear,fashion and fine jewelry.Together,these ambassadorships reflected her unmatched range and confirmed her position as one of the most influential figures in global brand marketing.Direct Impact(Ambassador)$0Owned(Brand)$3

75、.7MIndirect Echo$22MTotal MIV$25.3MVoice Echo BreakdownDirect Impact(Ambassador)$0Owned(Brand)$368KIndirect Echo$1.3MTotal MIV$1.6MVoice Echo Breakdown$500K MIV$74K MIVOwned14.6%85.4%22.7%77.3%Indirect EchoTop PlacementsTop PlacementsTop PlacementsLewis HamiltonDirect Impact(Ambassador)$0Owned(Brand

76、)$863KIndirect Echo$4.1MDespite the IWC x Lewis Hamilton partnership being over a decade old,Hamiltons cultural relevance continues to grow.This is evident in the exceptional MIV($1.2M in Direct Impact alone)he drove for IWC in just one monthdemonstrating his enduring star power and the brands abili

77、ty to keep the collaboration fresh and resonant with audiences.Key Insight Summary:Lewis Hamilton,the famed British Formula 1 driver,deepened his presence in the fashion and luxury space through high-profile partnerships with Dior and IWC.Known for blending athletic excellence with bold personal sty

78、le,Ambassador SpotlightAthlete Hamilton brought global visibility and cultural relevance to both brandsfronting Diors menswear capsule and continuing his long-standing relationship with IWC as both ambassador and design collaborator.Total MIV$2.9MVoice Echo Breakdown17.2%82.8%lewishamiltonFollowers:

79、39.4M$788K MIVDirectDirect Impact(Ambassador)$1.2MOwned(Brand)$337KIndirect Echo$1.4MTotal MIV$5MVoice Echo Breakdown47.4%40.9%11.7%$581K MIVOwnedBrand Ambassador Marketing 2025Total MIV:This is the total Media Impact Value garnered within the first month of the brand ambassadorshipTop PlacementsTop

80、 PlacementsGoing Beyond ROIDiving into qualitative insights to understand the cultural resonance of brand ambassadorshipsBrand Ambassador Marketing 2025Brand Ambassador Marketing 2025Partnering with brand-aligned talent isnt just about amplifying reachits about sparking the right conversations and s

81、haping perception.Long-term partnerships have the power to define cultural relevance,drive desirability and deepen audience connection.As Fashion,Lifestyle and Beauty brands operate in increasingly nuanced and culturally driven spaces,the need for qualitative data has never been greater.Metrics alon

82、e cant capture sentiment,symbolism or how talent influences brand identity.Thats why pairing ROI data with qualitative insight is essential:How Talent Shapes the Way Brands Are Talked About:A Qualitative Analysisit ensures alignment,impact and smarter,deeply informed decision-making.Our proprietary

83、AI-powered qualitative framework reveals the core value themes from each brand-ambassador collaboration.Values shown in blue reflect what we believe the ambassador uniquely contributed,and those in green reflect values that the ambassador brought to both partnershipsdemonstrating how talent can shap

84、e and enrich brand identity.Understanding the values a celebrity or influencer brings is essential,especially for brands aiming to shift positioning.For instance,if evoking nostalgia is the goal,partnering with talent who naturally embodies that value can be a powerful move.The values below were sur

85、faced by analyzing thousands of articles and identifying recurring themes and keywords.For example,our AI-powered search flagged multiple media mentions of Lewis Hamiltons guest design work for Dior,specifically highlighting his use of artisanal,African-inspired materials(see Africa listed below).Ca

86、tegoriesAmbassadorsBrandsProduct StrategyCultural Relevance&Brand ValuesAudience&Lifestyle ConnectionLuxuryPrecisionInnovationFunctionalityInnovationCapsule collection Sneaker innovationTechnologyComfortInnovationSilhouettesCraftsmanshipBody architectureEmbellishmentExclusivityDIYCraftsmanshipLimite

87、d editionExcellenceSustainabilityIdentitySustainabilityAfricanCultureDiversityInclusivityGender-neutralCultureSurrealismSustainabilityNostalgiaInclusivityTradwifeDomestic femininityInspirationAspirational styleRecognitionInfluenceAthletic identityPerformance lifestyleLifestyle identityGen ZCommunity

88、Aesthetic influenceRed carpetStyleRed carpetExpressionAspirational IdentityInfluencer-led styleMeme fluencyMicro-aesthetic identityLewis HamiltonNara Aziza SmithZendayaNostalgicIdealismWellnessBrand Ambassador Marketing 2025When we zoom out from the specific value themes tied to each brand-ambassado

89、r collaboration,clear patterns begin to emerge.Values linked to product strategyespecially those grounded in technical excellence or innovationare less frequently shaped by ambassadors.Categories like“Sneaker Innovation”or“Craftsmanship”remain firmly in the brands domain,reinforcing the idea that br

90、ands hold tighter control over how product quality and functionality are communicated.Key Qualitative Stats from Brand Ambassador ConversationsTalents influence,by contrast,is far more prominent in the cultural and audience-facing dimensions.Our AI-powered analysis shows that nearly half of all valu

91、e associations(47%)fall into the lifestyle and audience connection categoryvalues like“Recognition,”“Performance Lifestyle”or“Gen Z”that reflect emotional resonance and everyday relevance.Across the full data set,53%of value themes were ambassador-driven,showing that the people brands choose to work

92、 with dont just amplify visibilitythey shape how the brand is understood.Across our analysis53%of the values tied to brand ambassadorshipswere directly driven by the ambassadorproving that talent doesnt just represent a brand,they actively shape its narrative.47%of all conversationsaround brand-amba

93、ssador partnerships center on lifestyle and audience connection.Key Insights&Actionable Next StepsReport takeaways,expert insights and your ultimate checklistBrand Ambassador Marketing 2025Brand Ambassador Marketing 2025Our 2024 analysis of celebrity and influencer partnerships reveals these standou

94、t trends driving the Fashion,Lifestyle and Beauty industries forward.Key Brand Ambassador Stats Based on Our Voice Echo Analysis of Top Performing Brands 46%of all placements tied to a brand ambassadorship go live within the first 24 hours.60%The first day of a campaign accounts for 60%of total MIV

95、generated during a brand ambassadorship.44%Brand ambassadors,including both celebrities and influencers,contribute 44%of a brands total annual MIV.$76M MIVOn average,the top performing official celebrity ambassadorships deliver$76M MIV on average over the course of a year.50%of the top brand ambassa

96、dorships of 2024 were with celebrities from the APAC region.41%In just one year,the Influencer Voice grew by 41%from 2023 to 2024.Report TakeawaysAmbassadors Drive Nearly Half of Annual Brand VisibilityBrand ambassadorsranging from Hollywood celebrities and music artists,to social media influencers

97、and athletesaccount for 44%of a brands total Media Impact Value(MIV)in a single year,confirming their role as one of the most powerful levers for visibility and engagement across the Fashion,Lifestyle and Beauty(FLB)sectors.Well-executed ambassadorships have the power to spark conversation and deepe

98、n connection with consumers,making them critical to both cultural relevance and long-term brand equity.Much of a Celebrity Ambassadors Value Comes From the Conversations They Spark.On average,77%of celebrity ambassador-driven MIV comes from Indirect Echocoverage from media,partners,other celebrities

99、 and/or influencers outside the campaignreacting to or amplifying the collaboration,highlighting the importance of selecting the right ambassadors that are not only a fit for the brand,but that are culturally relevant to further drive conversation beyond the initial post.MIV and Voice Echo Reporting

100、 Reveal Where Impact Actually HappensMIV remains the most comprehensive metric for understanding brand visibility across channels.But Voice Echo reporting adds a crucial layerrevealing where value is being generated(e.g.through owned channels,directly from ambassadors or Indirect Echo)and who is dri

101、ving it.For ambassador campaigns,the majority of MIV comes from Indirect Echo,meaning that earned media and third-party amplification are what give a partnership cultural weight.Without Voice Echo analysis,brands risk misunderstanding the real drivers of campaign success.Qualitative Insight Is No Lo

102、nger Optional As brand investment in ambassadorships climbswith 34%of brands now paying over$500K per yearso does the pressure to prove strategic value.In the hyper competitive FLB industries where visibility alone isnt enough,qualitative,AI-powered analysis is essential for understanding not just h

103、ow much impact an ambassador drives,but what kind of brand story theyre helping to tell.Without it,brands risk spending big on partnerships that generate reach,but miss the mark on long-term alignment and cultural relevance.Ambassadors Shape Brand Culture,Not Just Product Visibility Our qualitative

104、analysis shows that nearly half of all value associations linked to ambassadors center on lifestyle,identity and emotional connectionvalues that shape how audiences relate to a brand.More than just driving exposure,ambassadors help define brand meaning.To maximize impact,brands must choose talent wh

105、o reflect their cultural story,not just amplify product campaigns.Brand Ambassador Marketing 2025Brand Ambassador Marketing 2025What the Experts SayInsights&Future Predictions from Industry Leaders in Fashion,Lifestyle and Beauty“A single spike in visibility is never the goal.What truly matters is b

106、uilding consistent and meaningful engagement with our community time after time.By tracking the quality and the rhythm of that engagement,we can stay focused on driving long-term brand strength and cultural impact.”Virginia RitchieChief Marketing Officer,Tommy Hilfiger“Quantifying success is crucial

107、,especially when making investment decisions.MIV and similar tools help bring clarity to the impact of each collaboration,but theyre most powerful when paired with qualitative insights:Did this ambassador bring us into new conversations?Did they spark cultural relevance or open new doors in a key ma

108、rket?Numbers matterbut context still wins.”Robin CaillaudChief Digital&Marketing Officer,The Frankie Shop“MIV is one of many essential KPIs in a performance-based environmentBrands must be proactive and anticipate blind spots in the creative process that impact performance.Marketers can reduce risk

109、by planning and paying for more content options and alternative assets.”Qianna Smith BruneteauFounder,Executive Director,American Influencer Council“Measurement is everything!Data is important!Metrics like MIV help brands quantify influence,track impact and refine strategy.Clear insights reveal what

110、s working,whats not and where to optimize.”Derek BlasbergWriter&Curator“Content creation through influencers and content creators will continue to be a focus to support the infinite need for brand contentwhether for organic social,paid social,email marketing,websites,blog posts,Out-of-home campaigns

111、 and more.”Renee OgakiFounder&CEO,OGAKI“Whether its a fashion house Ive adored for years or a beauty brand whose products I use every day,it needs to feel organic,like I would talk about it even if there wasnt a campaign behind it.I believe thats what creates the magicwhen a collaboration feels like

112、 an extension of my own story,and not just a momentary partnership.”Tamara KalinicFashion&Lifestyle Influencer“Creatively and effectively succeeding with superstar talent is all about the quality of content.Whether subtle or sardonic,the aim is to create more conversations that drive actionables you

113、 want from your consumers.Today,much of this can be achieved most easily and directly via talent.”Chris GayThe Society ManagementBrand Ambassador Marketing 2025What the Experts SayInsights&Future Predictions from Industry Leaders in Fashion,Lifestyle and Beauty“We are always measuring a suite of KPI

114、s to ensure that the cultural impact we create with our campaigns translates into traffic,conversion and sales of our products.MIV is one of many important tools that we use,and its valuable because its an indicator of the virality and earned media value that we can create when we get the blend of p

115、artnership,content and launch moment right.”Jonathan Bottomley EVP Chief Marketing Officer,Calvin KleinI think the biggest opportunity is moving beyond the traditional influencer marketing model and into true ownership models where talent have a real stake in the brands they back.Theres also a huge

116、opportunity in building more layered,long-term storytelling:showing the behind-the-scenes,the evolution,not just the polished final product.”Jordan MitchellCo-Founder at Good Culture Inc.When brands and influencers collaborate,theyre not just showing up as joint creators.To consumers,theyre showing

117、up as brand personalities with a shared set of attitudes to life.When we look at the data of which influencers generate the most engagement,we can often see that its not just people who are famous for being famous,but people who vocally stand for something,whether thats representation of a shared id

118、entity or minority group,a passion for a pursuit,a lust for life,creativity,curiosity or positive change.”Anusha CouttiganeHead of Advisory,Vogue BusinessBringing together the insights and data from this report,this checklist is designed to help you evaluate the health,performance and strategic alig

119、nment of your ambassador programs.Use it as a practical guide for building smarter,more impactful ambassadorships in 2025 and beyond.Your Ultimate Ambassadorships Checklist 10 Questions Every Marketing&PR Leader Should Ask Before Their Next Celebrity or Influencer Partnership1.Is this the right amba

120、ssador for our brand and our audience?Do they align with our brand values and speak to the lifestyle,identity or aspirations of our target consumer?Will the collaboration feel authentic?2.Are they already influencing the conversations we want to be part of?Look for signs of cultural momentum:earned

121、media buzz,trendsetting or Indirect Echo potential.3.What fresh value do they bring to our brand?Consider diversity of voice,lifestyle connection,emotional resonance or global reach.4.Have we defined success in both numbers and narrative?Go beyond traditional metrics like reach and engagement by ass

122、essing ROI through deeper measures like MIV and complement that with qualitative insightsanalyzing sentiment,value alignment and long-term brand equity.5.Can we measure the full range of impact?Are we equipped to track owned content,ambassador output and the broader Indirect Echo they generate?6.Are

123、 we designing a campaign that gives people something to talk about?Build in cultural references,timely relevance and creative hooks that encourage organic amplification.7.Are we activating the ambassador beyond a single post?Think about content extensionsinterviews,events,behind-the-scenes,UGC promp

124、tsthat fuel media and fan participation.8.Do we have tools in place to track what values the ambassador is projecting onto the brand?Use qualitative AI-driven tools to analyze how the partnership is shaping perception.9.Are we learning where the value is coming from?Identify which regions,channels a

125、nd moments(e.g.red carpets,Coachella,collection or product launches)drove the most impact.10.Are we feeding insights forward into future strategy?Compare outcomes to past and peer campaigns and distill what youd repeat,evolve or leave behind.Brand Ambassador Marketing 2025PartnersBrand Ambassador Ma

126、rketing 2025The Leading Brand Performance Cloudfor Fashion,Lifestyle and BeautySoftware,Data and Insights to Track and Measure Your Brand Strategy and Campaign PerformanceBenchmark against your competitors,measure ROI and drive cost savingsQuantify your Brand Efforts with a single,unified metric,Med

127、ia Impact Value(MIV)Uncover the why behind brand performance with qualitative insights to decode whats resonatingand why it matters for your brand.Simplify Media Monitoring with your print,online and social coverage all in one placeDive into global campaign data and filter by region,channel and Voic

128、eLEARN MOREMIV Media Impact ValueB Billion M MillionK Thousand Average$MIV-Average MIV per placement for a specific subset of data,allowing us to measure the average quality of a channelAvg.Eng.Rate%Average Engagement Rate in%:the percentage of subscribers engaged in a certain post,averaged across m

129、ultiple posts of a channel.FLB Fashion,Lifestyle&BeautyInfluencers Tiers:Micro Influencers:10K-100K followersMid-Tier Influencers:100K-500K followersMega Influencers:500K-2.5M followersAll-Star Influencers:More than 2.5M followersMedia Impact Value(MIV*):Allows brands to assign a monetary value to e

130、very post,interaction or article to measure its impact and identify contributions to Brand Performance across Voices,channels and regions.This single measurement standard lets you compare and understand which strategies create the most media impact across print,online and social by reflecting the au

131、dience perspective.At Launchmetrics,our methodology is built on more than 15 years of experience,working with and for Fashion,Lifestyle and Beauty(FLB)brands globally,including China.Finely tuned with AI Machine Learning,the algorithm relies on both quantitative and qualitative attributes specific t

132、o the FLB industries(including audience engagement,industry relevance,source authority and content quality)to ensure overall accuracy and relevance when benchmarking in the growing competitive landscape.Engagement:The total number of interactions on a piece of content.For example,this includes comme

133、nts,likes and shares.Placements:Social media posts,media articles,or blog posts which mention the brand.Share of value(SOV):The percentage representation of a specific categorys contribution to overall MIV.It quantifies the proportion of MIV generated by a category relative to the total amount,provi

134、ding insights into the categorys significance.Categories may include Voices,channels,brands,or specific events within the brands ecosystem(non-exhaustive).Online:Any online article is a placement.Each element of a gallery can also be a placement.If an article is present in several sections of a medi

135、a,it is counted once.If it appears in different media,it can be counted several times.Social:Any post from YouTube,Instagram,Facebook,X is counted as a placement.Print:Any article is a placement,which can contain several references.Tiers:Influencer tiers:Influencers&KOLs are categorized based on the

136、 number of followers they have on their social channels.A Voice with multiple social accounts is only categorized based on their largest social account audience.Methodology&Glossary Expressions Voice Echo Analysis:A framework for measuring the total MIV generated by an ambassador Voice(e.g.Influence

137、r or Celebrity)across three types of brand mentions:Direct Impact:Content published by the Voice on their own platforms mentioning the brand.Owned(Brand Owned Impact):Content published by the brand on its own channels mentioning the ambassador.Indirect Echo:Content published by third parties(Media,P

138、artners and/or other Influencers and Celebrities)mentioning both the Voice and the Brand.This analysis helps measure the full extent of a Voices influence in driving brand visibility and media value.Brand Ambassador Marketing 2025Read more about MIV HERE QueriesThe data in this report has been colle

139、cted based on brand queries.Each brand is assigned a specific set of queries,for example:adidas OR adidasy3 OR adidas_es OR adidasoriginals OR adidaswomen(not exhaustive)have been assigned to adidas for data collection purposes.The brands included in the report come from a selected set thats conside

140、red strongly related to the Fashion and Lifestyle,sector.Regional data analyzed covers the following locations:the Americas(North and South),APAC(Australia,China,India,Indonesia,New Zealand,Singapore and Thailand)and EMEA(Europe and the Middle East).Launchmetrics Voice-Centric approach highlights th

141、e Voices creating value today to provide a holistic view of marketing performance and cross-compare the impact various activities have on the customer lifecycle.Understand the Voices that are driving your brand mentions so that you can track,attribute and measure success accordingly.Media Any third

142、party entity publishing content written by media professionals such as a journalist,team,or freelancer.It can have sources in print,online and social.Celebrities Influential individuals that are known for something other than their digital presence such as actors,singers and athletes.Celebrities Inf

143、luential individuals that are known for something other than their digital presence such as actors,singers and athletes.Influencers/KOLs Any person who is not a celebrity and who has a relevant footprint on social media to influence consumers in their buying behavior/perception of a brand,including

144、models and designers.Partners Any legal entity(brand,retailer)that can publish content about another legal entity,for example:Sephora or CFDA.Owned Media Any channel that belongs to the brand itself,for example:Instagram,Facebook,YouTube,TikTok,Weibo,RED.Date Range All rankings and case studies are

145、based on data from January 1 to December 31,2024,with the exception of the Alo case study,which draws exclusively from data in the second half of the year(July 1 to December 31,2024).Survey participationThe survey was conducted with 150 Fashion,Lifestyle and Beauty professionals across EMEA and the

146、Americas.PlatformsOnline and Social:Instagram,Weibo,YouTube,Douyin,Wechat,Facebook,Red,TikTok,Bilibili and X(formerly Twitter).Report Methodology and ScopeVoicesBrand Ambassador Marketing 2025In addition to our proprietary Media Impact Value(MIV)analytics,this report includes insights from Launchmet

147、rics new Qualitative Insights(QI)offeringan AI-powered methodology designed to uncover the why behind the what.We leverage Large Language Models(LLMs)combined with advanced prompt engineering and more traditional topic modelling methodologies to analyze unstructured data at scale,allowing us to surf

148、ace nuanced perspectives and emerging narratives shaping the industry.Qualitative InsightsThis qualitative layer complements our quantitative expertise,giving brands a richer understanding of how conversations,trends,and brand associations are evolving.By detecting rising topics,identifying brand-trend or brand-values alignment,and analyzing strategic initiatives such as brand-ambassador collaborations,our QI methodology helps brands make sense of the cultural and contextual factors that drive perceptionand ultimately,performance.