CASE STUDY · BRAND AMBASSADORS

Building trust and performance through authentic local voices

A multi-brand ambassador strategy bringing familiar faces, cultural relevance and measurable performance together across Europe.

CLIENT
trivago, wirkaufendeinauto.de & Autohero

ROLE
Head of Brand Marketing & Creative Production

SCOPE
Multi-brand ambassador strategy & campaigns

SCALE
Up to 10 European markets

THE CHALLENGE

Trust had to become a performance lever.

Traditional story-driven video ads were reaching performance plateaus. Across different brands, we needed more effective ways to build trust and credibility while continuing to drive strong performance in highly competitive markets.

WHAT I DID

I led the development of ambassador-led approaches tailored to each brand.

trivago — Created recurring characters, “Mr. Trivago” and “Mrs. Trivago”, who appeared consistently in quirky, product-focused TV commercials.

wirkaufendeinauto.de & Autohero — Built a multi-market celebrity ambassador strategy, selecting local personalities through data-driven surveys measuring awareness, likability, trust and value alignment.

I directed full 360° campaigns across TV, YouTube, social, digital and on-site, negotiated talent contracts and scaled the approach across Europe with one consistent strategic framework.

IMPACT

Significantly better cost-per-lead compared to traditional video ads. Clear increase in brand awareness, trust and consideration. Created a repeatable ambassador framework that was adapted across different brands and markets.

KEY DELIVERABLES

Ambassador strategy & selection framework
Character development (trivago)
Multi-market 360° campaigns
Contract negotiation & talent management
Integrated content across channels