Effectiveness of Ueno Family as Brand Ambassador of Cimory Yogurt Stick Product

Abstract

This study explores the effectiveness of the Ueno Family as Brand Ambassador for Cimory Yogurt Stick in fostering effective brand communication through social media. In the midst of rapid technological advancement and overwhelming information exposure, the choice of a Brand Ambassador plays a strategic role in capturing audience attention. Cimory selected the Ueno Family, a multicultural family known for their warmth, harmony, and positive presence online, as they align well with the values and image the brand seeks to convey. Using a quantitative method with a descriptive approach, data was collected through an online questionnaire distributed to 100 respondents aged 18–35 who were familiar with both the Ueno Family and Cimory Yogurt Stick products. The VisCAP model, comprising visibility, credibility, attraction, and power, was employed to assess ambassador effectiveness. Results indicate that the Ueno Family is seen as highly effective, especially in terms of visibility and attraction. Their credibility also contributed positively to building trust in the brand. Overall, their presence reinforced a favorable perception of Cimory in the minds of consumers. This study emphasizes the significance of selecting Brand Ambassadors who resonate with the target audience to enhance brand messaging and engagement on social media platforms.