In our first meeting last year with Fiorani & C., we set a very specific goal:
To create distinctive communication for the brand in the sports world through a social media campaign featuring sportspeople as testimonials for Fiorani’s new “prêt-à-porter” products, which are fresh, balanced and ready-to-eat even for those who, like our athletes, can easily find themselves eating their meals in other than comfortable situations.
Being an entirely new experiment for the company, it was the case that we needed to think of a first step in the world of sports to create a replicable virtuous model.
That’s how we decided to start with an athlete, and we made the choice of Tamara Lunger, who would shortly be leaving with her motor home for the Tamara Tour Spain to climb the highest mountains in Spain. What better occasion?
Strategy and communication plan shared and coordinated with the company, Tamara’s availability and the authenticity of the content above all else led, less than a year into the collaboration, to being able to announce an outstanding result!
The company has reached new heights with our athlete, achieving an important recognition:
during the 14th Tespi Awards at CIBUS International Food Exhibition 2022 (FiereParma) Fiorani & C. was awarded for:
Best new media campaign “Social campaign with testimonial Tamara Lunger.”
We thank the company for the trust and congratulate them on the award!
Who do you think is a more credible ambassador for your company, you or a satisfied customer?
While you clearly know your stuff, that matters little to consumers – they want proof that you’re the real deal. So the importance of testimonials can’t be overstated.
According to research by Spectoos, customers are likely to spend 31% more with a company that has good testimonials, has good ambassadors.
Ambassadors are the stamp of approval
that many modern customers need to close the deal. In a world of fake news, consumers have grown tired of sensationalized sales claims. This is exactly why ambassadors are important – for both customers and marketers – to build relationships.
Ambassadors build trust and credibility
Reputation is everything. Which company are you more likely to go for, the one with no reviews or the one with hundreds of positive reviews? Bingo. And therein lies the importance of ambassadors to enlist the most enthusiastic brand advocates and provide some reputational bending on your behalf.
Ambassadors provide the social proof
Have you ever bought a product because a celebrity endorsed it? Or eaten at a restaurant because your friends and family swear by it? Maybe joined a queue just to find out what all the fuss was about? This is the social proof. It’s a simple case of “if it’s good enough for them, it’s good enough for me.”
Because a great testimonial taps into our herd mentality and persuades us that we need that product or service after all, because everyone else can’t be wrong, right?
Ambassadors can show how a brand’s problems/pain points can be solved
A brilliant ambassador can illustrate how a company was able to solve a recurring challenge for your customers. Better yet, it can do so with much more immediacy than a brochure or press release.
69% of people say they’d rather learn about a product or service by watching a short video compared to only 18% for text-based articles. Combining the power of video demonstrations with authentic user testimonials gets all the right customer engagement results.
State of Video Marketing survey
Ambassadors humanize the brand
We all love a good story. Our curiosity and empathy for other human beings is ingrained in our psyche. This is another reason why testimonials are so effective. They provide a human interest angle that allows customers to relate, connect and better understand the products and services in front of them.
Big brands spend millions on glossy ad campaigns to reveal the human side of their business. You can achieve the same result at a fraction of the cost by sourcing great testimonials. It’s worth it when you consider that only 34% of B2B buyers are willing to trust vendor content.
Ambassadors increase conversions
Customers who interact with a review are 58% more likely to convert, and 50 or more reviews can generate a 4.6% increase in conversion rates. This shows that the more positive testimonials you can get from your customers, the more likely you are to convert more.