What was even more interesting is that Brita used their traditional advertising campaign ambassador and paired him up a social creator who had a different, but very large online audience. How do you harness the existing brand loyalty and customer base that your own employees make up?
Well, Coca-Cola did just that and activated their , global employees through a company brand ambassador program. Employees are supported with apps and other material as they channel positive influence through their own social networks and are rewarded for their activity. The result: According to an article from the American Marketing Association, an employee engagement program like this:. Featured Platforms Influencity Influencity is a very complete AI-powered influencer marketing platform that allows total Influencer Relationship Management on Our Score 4.
Liquor brand ambassadors in the Glenfiddich program come from all walks of life and are usually already in the drinks industry in some form or are genuinely passionate about whisky.
The administrative part of the role includes compiling marketing reports, organising events and travelling to various markets. The role is mostly about spreading the word and educating people about how to enjoy the product in the best possible way. This fashion brand has taken advantage of the power of micro-influencers on Instagram and Facebook, and allows anyone to apply for a yearly intake of reps.
Pura Vida gives their ambassadors or reps personalised discount codes which are included in their social content. They used Refersion to generate those discount codes and track the performance of their brand ambassadors. Pura Vida sends their reps free products, early access to new products, and other supporting marketing or launch material.
The program allows young individuals to make an income while supporting local artists who make the bracelets.
The success of the program is actually due to the 3-tiered system which motivates their brand ambassadors to sell more products by increasing the incentives at each level. Pura Vida also allocates a dedicated manager to ensure that everyone is taken care of and motivated to do more.
Lululemon put in a great effort to get to know their target audience extremely well and this allowed them to identify influential leaders in those niche groups. They then created an ambassador program using local yoga instructors who became part of a long-running partnership.
There are three categories of ambassadors comprising of yoga ambassadors, elite ambassadors, and store ambassadors. According to Tyrone Beverly, a store ambassador, in an article on Fashionista.
The Heineken Experience in Amsterdam directs a large portion of their liquor ambassador program at its students who work at the attraction. By doing this, Heineken used the power of internal brand ambassadors to affect their repeat visitor rates which created even more brand ambassadors! The program also encourages student staff to outperform each other for extremely generous incentives such as tickets to football matches, Formula One Grand Prix, and even the Olympics.
Dirk Lubbers, the MD of the Heineken Experience owes much of the success of the program to their efforts in picking the right people for the team. With a dedicated community and tiered incentives program, the folks at Microsoft have created an extremely sought-after gaming ambassador program aimed at Xbox superusers. The aim of the program is to reward passionate fans and to create an inclusive community-led environment. Members are kept active with seasonal, monthly and daily missions or challenges which unlock special rewards and there is a range of ways to communicate with each other through social media, streaming services or old-school chatrooms.
The result: Over the years, Xbox Ambassadors created an almost self-regulated and incentivised community servicing millions of gamers around the world and saving the brand millions of dollars in additional support staff.
What exactly is the definition of a brand ambassador? Brands often invite advocates and ambassadors to join clubs or communities to receive exclusive offers in exchange for their support. Brand ambassador partnerships can be more formal with specific job functions while others can be loosely governed by a core set of values.
Ask yourself what your main objective is: is it to sell more products, up-sell current members, or generate more brand awareness? Decide on your objectives, assign a budget to get it done, and make sure you include a budget for incentives. Look through your existing customer base and find users who are loyal and passionate about your brand. Are they brand advocates?
Have they taken it upon themselves to become community and brand leaders on your social platforms? Take a lesson from Pura Vida Bracelets and their 3-tiered system which motivates their brand ambassadors to sell more products by increasing the incentives at each level.
Think about how you would recognize top users — the Xbox ambassador program does this really well by publishing leaderboards and issuing daily challenges. Craft your messages carefully. This can be via email or phone call. First impressions matter. Write a beautiful email to let the user know you have chosen them to form part of an exclusive group of brand ambassadors, and this will add to the excitement.
Start with a small pilot program and refine the model before opening it up to a larger group. Firstly, this will reduce the amount of support you need to provide, secondly, this will allow you to connect directly with individuals and build a strong foundation. Texas State Parks Ambassadors are a diverse group of conservation-minded young adult volunteers between the ages of 18 and 30 that are paired with a Texas State Park to help foster a new generation of outdoor stewards.
Those interested in joining the program must first fill out their application, indicate the parks they would like to be paired with, and then the top candidates will be selected for an interview. The final group that are selected as Texas State Parks Ambassadors will then be required to attend Ambassador Leadership Training before beginning their six-month Ambassadorship.
During that time, Ambassadors will complete 40 hours of hands-on service, community outreach and social media projects for their parks. During the training, new Ambassadors will be introduced to park interpretation, outdoor education programming like Project Wild, provided tips on how to be a successful Ambassador, and will also get to participate in activities like kayaking, backpacking, mountain biking, and more.
While previous outdoor experience and a desire for a career in natural resources is not required, the Texas State Parks Ambassador program has led 27 previous Ambassadors into careers with TPWD.
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