The Coolest College Job: On-Campus Brand Ambassadors
Three Syracuse students give an inside look into their experiences as brand reps
by AINSLEY HOLMAN ★ OCTOBER 12, 2019
Amaris Gonzalez has always been fascinated with the cosmetics industry, playing with makeup and beauty tools since elementary school. Years later, she has the chance to pursue her love for makeup in a different way.
Gonzalez is a part of the Sephora College Ambassador network, a new program designed to spread and promote the Sephora Collection brand and their products on college campuses.
Amaris Gonzalez (@amarisgonzalez_)
“It’s so cool to be promoting a brand that I’m passionate about and actually use,” said Gonzalez, a student at Syracuse University. There are currently over 50 Sephora College Ambassadors in the country, with the program operating at 25 college campuses.
The senior economics major said the recruiting process for the ambassador program was originally initiated in her Instagram direct messages. “Youth Marketing Connection ‘dmed’ me on Instagram and told me I should apply for the ambassador job on Syracuse’s campus,” said Gonzalez. As an ambassador, Gonzalez is responsible for posting Sephora Collection content on her social media account
Gonzalez and her partner, Madison Paddock (@madzpaddock), at a Sephora Collection campus event
“We post on our actual Instagram bi-weekly and our Instagram stories weekly,” said Gonzalez. “On top of that, we upload our unedited pictures online and talk about our marketing tactics that we used during the event.”
Sephora’s use of brand ambassadors as a marketing technique is a relatively new approach, yet it is something that is becoming highly popular with more prominent brands and companies.
Brand ambassador programs have become very prevalent in the past five years. This can be attributed to the rise of social media influencers, or people who have a large following on social media that attract shares, comments, follows and likes.
By recruiting ambassadors, brands are multiplying the number of people consistently talking about their product and promoting the overall company or business.
Beauty companies are not the only brands utilizing college students for marketing purposes, companies such as Amazon and Bumble have also created student ambassador programs.
Ciara Murray, a senior information management and technology major, is an on-campus rep for the digital company Amazon. As an Amazon Prime Campus Manager, Murray’s main focus is to drive sign-ups for Prime Student by directing students to sign up online. Her other goals for Amazon include, “increasing awareness of the breadth of products and services available on Prime Student and to be a constant advocate for the use of Prime Student,” explained Murray.
Ciara Murray (@ciaramurrayyyy)
Murray uses her social media accounts, such as Instagram and Snapchat, to promote Prime Student. “I publish engaging content on my personal Instagram that demonstrates the value of a Prime Student membership,” said Murray.
After each two week “phase,” Murray and her partner are responsible for completing online recaps for their supervisors. “We complete event recaps after we finish any event,” said Murray. “We also complete social media recaps, which is when I report on the analytics of any stories or pictures that I posted during that phase.”
Murray and her partner, Carlyn Johnson (@carrlyyn), at an Amazon campus event
Though social media is a big part of being a brand ambassador, Murray promotes the website in other ways by hosting in-person events on campus, handing out coupons, and distributing branded freebies such as phone wallets and pens.
By hosting on-campus events, brand ambassadors can connect with students face-to-face, as opposed to an online advertisement.
Diana Beasley, a campus representative for the dating app Bumble, believes that college students are more receptive to this form of advertising because it is more personal than viewing an advertisement by a celebrity or Instagram influencer.
Diana Beasley (@dianabeasley)
“I think this new way of marketing is genius,” said the sophomore advertising major. “Companies are turning their attention away from macro-influencers, like Kim Kardashian, to micro-influencers, people with around 2,000 to 3,000 followers on Instagram.”
Although free products, such as branded hats and shirts, are a perk of the job, student ambassadors gain a lot more than company merchandise.
Ambassador programs teach students how to interact with others, especially in professional settings. They receive career-building benefits, such as preference for summer internships, career advice, recommendations, and exposure to corporate contacts.
“I’ve learned so much about marketing and how to connect students with brands,” said Beasley. “I think it’ll help me when it comes time for me to apply for jobs in the advertising field.”
Bumble campus event at DJ’s (photo from Diana Beasley)
Brand ambassador programs have proven immensely successful as a marketing technique; more companies will likely continue to expand their advertising to college campuses in search of additional student representatives.
“I think brands should continue this way of marketing,” shared Gonzalez. “It’s brilliant because they are using the college population, and we’re the ones who are buying these products.”
Heads up! Sephora Collection is having an on-campus event this week! Check out @amarisgonzalez_ on Instagram for more details.