In a world where college students are constantly bombarded with advertisements, many companies have discovered that one of the best ways to market their products is through students themselves. By recruiting students to become brand ambassadors, companies are able to smoothly integrate their products and messages into the college community, while using fun, captivating, and highly effective tactics.

The primary function of a student brand ambassador program on a college campus is to get the word out about a company by promoting and recommending its services, interacting with students, and developing brand awareness. This is done through the use of guerilla marketing techniques, where students are met with untraditional advertisements at unexpected times and in unexpected places. College campus ambassadors act as a brand resource as they hand out samples of products, host enjoyable events, decorate the campus with posters, and dress in festive attire related to the brand they are sponsoring. In addition, the ambassadors often use social media to create buzz and get students engaged and excited. Brand ambassadors are able establish connections and attract new customers in just a matter of minutes.

Not only is implementing a brand ambassador program on a college campus an effective way of creating brand awareness, but it is also a cost effective way. When a student comes in contact with a brand ambassador around campus or sees a flyer for an event that a company is sponsoring, they are more than likely to share the news with their roommates, friends, classmates, and teammates. Peer-to-peer promotions are a low-cost, high-return way of advertising on college campuses. After all, who better understands how to market to college students than students themselves?