I Am Proud taps into the power of a brand mascot with Sami the Duck to engage Gen Z

Cult, Gen Z brand, I Am Proud tap into the power of a brand mascot with the introduction of Sami the Duck (they/them).

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Research shows the incorporation of a brand mascot has been shown to increase the emotional connection with consumers by 41%, while brands utilizing mascots are positioned 37% better within their industry. With Sami the Duck as the face of I Am Proud , the brand is set to revolutionise the category.

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Brand mascots have proven to be an effective tool in creating a strong connection between consumers and brands, the emotional connection forged through mascots help to build a sense of loyalty and trust among consumers. Through this connection brands see increased brand engagement, long-term consumer relationships and a community driven brand. The statistics show that the emotional connection impacts the consumer decision making process and influences their purchasing behaviour positively.

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With many successful brands utilising brand mascots such as Duo Lingo, McDonalds Grimace and Marks and Spencer’s Percy Pig and Colin the Caterpillar to name a few which are at the forefront of their brands, trending across social media and becoming their own household names and playing a pivotal role in the brand and its success.

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I Am Proud ?has been watching the brands utilising brand mascots in the space and have strategised how to be part of it with the introduction of Sami. I Am Proud are able to strengthen their commitment to the Gen Z consumer with Sami championing the brand’s core values of inclusivity, self-express and promoting positivity. Through Sami, I Am Proud aims to inspire their consumers to embrace what makes them unique and celebrate inclusivity for all. Sami puts a face to the brand for consumers to identify with where they can see them proudly showing their personality and their quacks.

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I Am Proud is leaning on its mascot Sami to double down on engagement, where Sami has been at the forefront of the brand since launch, across social media platforms including TikTok, Instagram and LinkedIn . Sami’s adventures have been documented on TikTok in everyday moments that Gen Z’s will relate and connect to - after work drinks and jumping on viral TikTok trends whilst empowering the community to love the skin, they are in. They have also been heading up #TeamProud through marketing, advertising, digital ads, and email marketing.

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With Sami’s content producing amazing results so far across social media platforms with content delivery over 1.5m video views, over 40,000 acts of engagement across likes, comments and shares with a 6% engagement rate and 500% increase in views.

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Mascot advertising tactics in marketing have proven to show results and the results from Sami show the success in tapping into the power of a brand mascot.

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"At I Am Proud we are proud to tap into the power of a brand mascot with the introduction of Sami. Sami’s empowering presence will strengthen our connection to Gen Z consumers and community built on our core brand values of inclusivity, self-expression and positivity. With the introduction of Sami, we are aiming to increase brand engagement by giving our brand a personality and inject a little humour which we are sure our consumers and community will appreciate. We long know that engaged communities often increases loyalty and loyalty contributes to commercial success of the brand.” – Nora Zukauskaite, Global Marketing Director at I Am Proud

I Am Proud ; Skin Proud, Hair Proud and Body Proud is available from Iamproud.com

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