A dramatic shift in marketing strategy is underway in the UK, with a growing number of businesses significantly increasing their investment in brand ambassador programmes.
According to the latest research, nearly two-thirds (61%) of marketers boosted their ambassador budgets in 2024, and almost three-quarters (73%) plan to increase spending further in 2025. This surge reflects the rising importance of authentic, long-term partnerships in cutting through the noise of traditional advertising.
Brand ambassador programmes are gaining traction for their ability to deliver consistent messaging, foster trust, and create lasting consumer connections with 30% higher engagement rates than standard influencer initiatives, so it’s clear why brands are making this shift.
Authenticity as the Driving Force
In a market increasingly sceptical of overt advertising, authenticity has become a non-negotiable element of successful campaigns. Unlike traditional influencer marketing, where collaborations are often short-term and transactional, brand ambassadors are long-term partners who genuinely align with a company’s values.
Some of the UK’s most successful brands are already reaping the rewards of well-executed ambassador programmes:
Santander UK: Building Awareness Through Trust
Santander UK transformed its public perception through ambassador-led initiatives. Its decade-long partnership with the McLaren Formula One team saw brand awareness soar from 20% to 82%. More recently, collaborations with Ant & Dec in humorous TV campaigns have further humanised the bank’s image, creating relatability among British audiences.
Gymshark: From Solihull to Global Icon
The fitness brand Gymshark, valued at over £1 billion, owes much of its success to an army of ongoing fitness ambassadors. By aligning with personal trainers and fitness influencers who embody the brand’s ethos, Gymshark has built a loyal community of advocates, particularly among Gen Z and millennial audiences.
CeraVe: Leveraging Science and Trust
Skincare brand CeraVe has made waves in the competitive beauty market by partnering with dermatologists and skin influencers. The result? A surge in consumer trust and loyalty, as the brand’s science-backed messaging resonates with those seeking credible advice on skincare.
Cartier: A Luxury Approach
Cartier has tapped into the power of celebrity ambassadors to maintain its premium image while broadening appeal. Collaborations with stars in music and film have helped the luxury brand dominate the digital space, ensuring its continued relevance in a competitive market.
Challenges and Considerations
While the benefits are clear, brand ambassador programmes require careful execution. Misaligned partnerships can erode trust, and managing long-term relationships demands consistent communication and support. For smaller businesses, the challenge lies in identifying ambassadors who fit their niche, while larger brands must ensure alignment with their overarching strategy.
UK marketers are also finding that micro-influencers – ambassadors with smaller but highly engaged audiences – offer a cost-effective way to reach specific communities. This approach is particularly useful in industries where niche expertise and trust are paramount.
Looking Ahead
The growing emphasis on authenticity in marketing signals that brand ambassador programmes are here to stay. As 73% of marketers plan to increase spending in this area, the competition to secure the right ambassadors will intensify. In a landscape where consumers value trust and relatability, brands that harness the power of ambassadors are well-positioned to thrive.
Further Reading
Brand ambassador programmes skyrocket as marketers increase investment, Marketing Beat
What is Influencer Marketing? – The Ultimate Guide for 2025, Influencer Marketing Hub
