At a glance

Student ambassadors can play a valuable role for brands as they seek to engage with young consumers who are living the college lifestyle.

Why it matters

Youthful cohorts are the target audience for many advertising campaigns, meaning it can be difficult to cut through the clutter. Student ambassadors can not only break through, but offer a personal connection that has granular relevance.


  1. While financial incentives are always welcomed by student ambassadors, other options – from free products to training courses – are viable alternatives.
  2. Even brands that do not explicitly target the college-age audience may benefit from planting seeds with this cohort.
  3. Every college has a slightly different profile, and brands should tailor their student campaigns accordingly.

Brands often hire student ambassadors to champion their products on college campuses – an activity that can involve many different tactics, but stays true to a shared overall mission.