Let's Study: The Brand Ambassador Outbreak
- Malcom Mufunde
- 25 September 2020
- 12 Comments
If you own a radio set or a TV set or a mobile phone or, at the very least, a pair of ears in Zimbabwe, then you’ve come across an infectious melody by one Jah Master titled Hello Mwari. It’s everywhere. And if history has taught us anything, it’s that before long, so will the singer. Expect Jah Master’s face at a billboard near you, most likely sponsored by a telecommunications company promoting a product in their portfolio- say, a mobile wallet- with a caption along the lines of “Hello Mari! Join blablabla today!” Influencer marketing is a cycle we now know all too well, but how effective is it?