The Effectiveness of Using Sandy Walsh as a Brand Ambassador for Mills on Instagram @millssportid

Abstract

This study aims to analyze the effectiveness of Sandy Walsh as a brand ambassador for the local sportswear brand Mills through its official Instagram account, @millssportid. The research is grounded in the significance of Marketing Public Relations (MPR) strategies in enhancing the brand image and competitiveness of local brands amidst the dominance of global players. The rising role of social media, particularly Instagram, in influencing consumer behavior among Generation Z is also a key consideration. Sandy Walsh was selected due to his relevance to the brand’s target market and his positive public persona as a professional footballer. A descriptive quantitative method was applied, involving 100 respondents aged 18–28 who follow @millssportid on Instagram. The research utilized the VisCAP model Visibility, Credibility, Attraction, and Power to evaluate ambassador effectiveness. Findings show that all four VisCAP indicators fall into the “effective” category, with the “Power” dimension achieving the highest average score of 4.12. This suggests that Sandy Walsh has a strong impact on shaping audience perception and interest in the Mills brand. The study concludes that Sandy Walsh is an effective brand ambassador, capable of enhancing Mills’ brand presence and influence among young consumers through the Instagram platform.