The Effectiveness of S.Coups, Wonwoo, and Vernon Seventeen as Brand Ambassadors in Chitato’s Lead The Wave Campaign on Chitato’s Instagram Followers
Keywords:
Brand Ambassador, Public Relations, Potato Chips, Marketing Public Relations, Marketing CommunicationAbstract
Generally, a brand chooses brand ambassadors who are either an individual or simultaneously partners with all members of a group. In the Lead The Wave campaign, Chitato first partnered with brand ambassadors not as a single member or all members, but rather engaged 3 members: S.Coups, Wonwoo, and Vernon from Seventeen. This study aims to analyze the effectiveness of S.Coups, Wonwoo, and Vernon from Seventeen as brand ambassadors in the “Lead The Wave” Chitato campaign targeting Instagram followers of @mychitato. This research employs a quantitative approach using an online survey method in the form of a questionnaire distributed via social media to 100 Instagram followers of Chitato to measure effectiveness using the VisCAP model (Visibility, Credibility, Attraction, and Power) to determine how these four indicators influence the effectiveness of the brand ambassadors. The results show that S.Coups, Wonwoo, and Vernon from Seventeen are effective as brand ambassadors for Chitato, with an overall average indicator score of 4.67. The VisCAP indicator with the highest average score is Visibility, with a value of 4.73.
