What do you think attracts more customers? A paid company ad, or seeing someone they trust using and enjoying your product?
If you’re looking to leverage the power of word-of-mouth marketing and influencers, but in a more authentic way, a brand ambassador program may be just what you need.
Brand ambassadors are selected advocates who agree to promote you to their networks. They’re focused on sharing their personal experiences with your brand, and building relationships with potential customers, both on social media and offline.
Ambassadors can be your customers, partners, or even employees. No matter who they are, all brand ambassadors share a deep enthusiasm for your brand and a strong desire to spread the word about it.
A brand ambassador program can help you increase brand awareness and grow your customer base, through the sharing of genuine advocates. Here’s everything you need to know about brand ambassador programs, including examples, benefits, and how to start a successful brand ambassador program.
What is a brand ambassador program?
A brand ambassador program is a marketing strategy that formalizes the process of recruiting, training, managing, and rewarding brand ambassadors.
Successful ambassador programs consist of:
- Identifying dedicated fans who who know and love your brand, who are already advocating for it, and who have sway within a specific niche or audience.
- Enlisting these fans to act as your official brand representatives, by having them sign an agreement (or brand ambassador contract).
- Keeping them up-to-date on your brand.
- Equipping them with the necessary resources, promotional materials, and support to effectively promote your products or services.
- Keeping track of their marketing activities, both online and offline.
- Recognizing and rewarding them for the work they put in.
To help you manage and track the brand awareness and sales generated from your program — and provide your ambassadors with a great experience — it’s a good idea to invest in the right brand ambassador software.
Brand ambassadors vs. influencers
Ambassador programs might seem similar to influencer marketing, but they are actually very different.
Typically, brand ambassador relationships are longer-lasting. Influencers might promote a brand through a single social media post or a brief campaign, while ambassadors often engage in promotion for a year or longer.
Additionally, influencers may not have prior experience with your brand, while brand ambassadors are individuals who have genuinely enjoyed and used your products or services.
When selecting ambassadors, companies usually consider their passion for the product, their ability to build relationships, and their authority within a specific niche or audience. In contrast, influencers are primarily chosen for their reach and influence over a particular audience.
Much like influencer programs, ambassador programs are often invite-only. However, some brands allow any customer to join their ambassador program, or run contests to discover new brand ambassadors.
Here’s more on what makes ambassadors different from influencers.
Brand ambassadors vs. affiliates
Brand ambassador programs are sometimes similar to affiliate programs (if you choose to pay ambassadors commissions or rewards on sales). But unlike affiliates, the best brand ambassadors are more concerned with authenticity and relationship-building than making every sale. Ambassadors drive sales more naturally, through their genuine recommendations, while affiliates haven’t always used your product before.
Check out more differences between ambassadors and affiliates.
What are the best brand ambassador program examples?
Below, we break down 10 of the best brand ambassador program examples for inspiration.
1. Red Bull
As the company who started a new product category – energy drinks – Red Bull has been “giving you wiiings since 1987.” The company offers one of the best-selling energy drinks in the world, thanks to its many marketing efforts in sports team ownership, celebrity endorsements, a Red Bull Records label, and its popular brand ambassador program.
@dahlia.bernardini on Instagram
The Red Bull brand ambassador program
Red Bull boasts one of today’s longest-running and best brand ambassador programs. Over 4,000 college-age brand ambassadors, known as Student Marketeers, are dedicated to “generating awareness and excitement for the product and brand” by giving wings to fellow students, athletes, and anyone in need of an energy boost.
Why the program works: This brand ambassador program doesn’t just mobilize Red Bull’s target audience of college students. Since it’s positioned as a highly selective, professional opportunity, the program can also kickstart their brand ambassador careers.
Marketeers are assigned to share Red Bull on their campus (or their whole region) through guerilla marketing efforts and online sharing.
They work with the brand’s sponsored athletes, interact with the public at Red Bull’s iconic events, and identify strategic opportunities to distribute Red Bull. They’re also invited to “work with various opinion leaders in order to bring their ideas to life.”
2. Pura Vida
Pura Vida is a company that sells hand-crafted bracelets and jewelry in support of artisans all over the world. Founded by two friends during a trip to Costa Rica, the company is about enjoying small pleasures and living life to the fullest. At the core of Pura Vida is its mission to give back and build communities.
Pura Vida’s brand ambassador program
Pura Vida’s ambassador program is a hybrid between an ambassador program and an affiliate marketing program.
Customers are invited to apply to the program via an online form. Once accepted, the ambassadors are eligible to earn a 10% cash commission on purchases they generate, and free products when they meet certain goals, as well as entries into ambassador-only giveaways.
Its brand ambassadors receive a 20% discount code to share with family and friends and help generate more referrals. They also gain access to an exclusive ambassador community and learn about new products before anyone else.
Why the program works: Even though Pura Vida’s ambassador program is more sales-driven, it only accepts those who are already truly passionate about the brand, as you can see in these testimonials. This creates an authentic sharing from the brand ambassadors who are highly trusted among their peer groups.
3. PINK
PINK is a line of lingerie and apparel from Victoria’s Secret targeting a younger demographic (ages 13–22). It had a strong start when it first launched in 2010, and has since grown to establish its own chain of standalone PINK stores. The line has also seen success through its strong marketing campaigns, notably its PINK Nation and brand ambassador program.
@gmupink on Instagram
Just like the brand, ambassadors must also embody “the energy, excitement, and fun of college life.” Applicants are required to have a network of online and offline connections and a record of campus involvement to show they’re ready to build up a community.
And naturally, brand ambassadors must have a proven love for PINK (which, in this case, includes membership in the brand’s loyalty program).
Once accepted, PINK reps receive required brand training that covers the ins and outs of the brand and how to promote it. They can then start to collaborate with campus organizations and their local PINK store, organize guerilla marketing efforts, and spearhead events aimed at other young women on campus – all to strategically increase PINK’s brand awareness among an audience they know best.
Why the program works: This brand ambassador program example offers exclusive products, deals, and insider surprises to aid in their promotion. It also lets ambassadors network “with PINK leadership through meetings and weekly surveys” for the chance to influence future product releases.
Plus, “PINK Campus Reps are always in the know” thanks to a thriving ambassador community: “They chat on the daily with other Reps and Supervisors, and share their ideas, feedback, and support.”
4. Bumble
Released in 1994, Bumble began as an online dating app where women make the first move. While it still maintains its mission to empower women, the company has expanded its online interactions to include meetups and networking, as well.
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Bumble’s brand ambassador program
Bumble describes its ambassador program, which it calls The BeeHive, as “one of the most engaging… in the world.” In fact, Bumble understands the power of targeted ambassadorship and networking so much, they actually run two tailored ambassador programs.
The first, Bumble Honeys, is for college-age women leaders. The second, Queen Bees, is for city-based young professional women with networking prowess.
As Bumble explains, the brand selects “the most talented tastemakers and change-seekers around the world… to join our elite program of move-making marketers.” Those selected should “embody Bumble, and help spread our brand mission at their university or in their city.”
Both Honeys and Queen Bees are tasked with spotting trends, generating creative ideas to reach the brand’s audience, hosting events, organizing guerilla pop-ups, negotiating partnerships, working with “opinion leaders and influencers,” and directly coordinating with Bumble’s HQ.
The goal? To build Bumble’s presence and spread the brand’s mission in a way that resonates with their community.
Why the program works: First off, we love how clear the company is about exactly who they want “in their hive” of ambassadors. Hand in hand with the brand’s focus on women’s empowerment, the two ambassador programs are also positioned as ways for leaders to grow their resumes and forge valuable, lasting relationships that will further their careers.
Bumble’s brand ambassadors are able to “connect with like-minded hustlers,” build their network, grow as leaders, and take advantage of unique, fun opportunities in the process.
5. Gymshark
Founded in Britain, Gymshark is a fitness apparel and accessories brand. The brand focuses on being at the forefront of performance and engineering for those who maintain an active lifestyle. However, what sets Gymshark apart from others in the space is its focus on social media and partnering with brand ambassadors.
Gymshark’s brand ambassador program
Fitness apparel brand Gymshark built the success it enjoys today thanks to its brand ambassador program.
At first, the brand formed partnerships with fitness enthusiasts and athletic video influencers. As it grew, the company then began building a family of long-term ambassadors who were passionate about fitness and relationship-building.
Today, Gymshark’s taken these relationships to the next level, with one of the best brand ambassador programs. Several pro athletes are signed on as ambassadors for the long haul (instead of just for one-off campaigns), and some even have collaborations to design their own Gymshark lines.
Why the program works: If you think Gymshark only focuses on scoring the bigger names instead of authentic customers who love the brand, think again.
As Gymshark’s Head of PR Stephanie O’Neill explained to Fashion Monitor: “It’s all about being authentic. The vast majority of Gymshark ambassadors were once fans and consumers of the brand. Who better to represent the brand than those who actually love Gymshark?”
All Gymshark brand ambassadors build authentic connections with customers, both during in-person events and through high social media engagement. Says O’Neill, “It’s all about the vision and what they stand for. We are more interested in how [potential ambassadors] engage their followers rather than how many they have.”
6. Sephora
Sephora is a leader in the personal care and beauty industry. By focusing on a distinct shopping experience, the company is most known as a retailer that offers a wide assortment of products, service from beauty experts, and in interactive shopping environment.
Sephora’s brand ambassador program
The Sephora Squad, Sephora’s ambassador campaign, was only launched in 2019. But it’s already one of the best brand ambassador program examples.
(Sephora calls its ambassadors “influencers,” but they’re recruited to promote the brand for an entire year. This long-term relationship makes them brand ambassadors, not influencers.)
Every year, Sephora recruits “beauty lovers, trailblazers, and influencers – no matter their following size – who share the brand’s values of belonging, acceptance, and beauty of all kinds” to join their Squad and create authentic Sephora content on their own marketing channels.
The company describes its Squad as a “unique and inspiring group of storytellers with a diverse range of followers, points of view, and interests.”
The Squad gets the privilege of trying new, sought-after Sephora products before anyone else, networking with other members and industry leaders, connecting and collaborating with the Sephora team and founders, and receiving “peer and professional coaching.” Their original content often becomes the basis of Sephora campaigns, lending more authenticity to the brand’s marketing.
Why the program works: We love Sephora’s commitment to selecting a Squad of ambassadors who reflects all facets of its customer base. The group is diverse in race, age, body type, gender, sexual orientation, and expression, just like Sephora’s target market is.
For this reason, far more people feel like their voices and perspectives are represented, making it easier for the squad of ambassadors to build trust and relationships.
We also commend a part of the ambassador recruitment process we don’t see often. Once people fill out the brand ambassador application form and share their Instagram with Sephora, they’re given a testimonial page as the final part of their application process.
On this page, the prospective ambassador can ask followers to vouch for them with personal stories. As we can see, Sephora truly knows that any ambassador it recruits already has a genuine impact on their communities and a trusted presence in the beauty space.
7. Maker’s Mark
Maker’s Mark is one of the well-known small-batch bourbon whiskeys in the US. In fact, every bottle sold is still hand-dipped in the brand’s signature red wax in its home town of Loretto, Kentucky. This authenticity, in addition to its strong community, have kept Maker’s Mark in its top shelf position.
Maker’s Mark’s brand ambassador program
The Maker’s Mark ambassador program has a very unique way of ensuring ambassadors love the bourbon brand and are committed to a long-term relationship.
First, prospective ambassadors need to pass a pop quiz to show their commitment to the brand. After passing the test, all new ambassadors have their name engraved on a barrel of Maker’s Mark.
Then, once the bourbon inside the barrel is aged to perfection – a process that takes five to seven years – ambassadors are invited to tour the distillery for free and purchase bourbon from the barrel that literally has their name on it. How’s that for a brand ambassador perk?
Ambassadors are guided in their mission to “introduce friends and family to the smooth, handcrafted taste of Maker’s Mark Bourbon” via regular updates from the brand. They also receive advance notice of new brand developments before the public, and are sometimes sent exclusive branded gifts.
Why the program works: Maker’s Mark’s ambassadorship is a bit less formal than others on this list. But that’s a good thing. It helps guarantee the sincerity of the brand ambassador’s conversations and promotions.
8. Xbox
Xbox is one of the most popular video game brands. Created by Microsoft, the brand has released five video game consoles, several games, and a streaming and online service.
Xbox’s brand ambassador program
In the Xbox ambassador program, inclusion and community-building among Xbox users are top priorities. As the brand describes, “Xbox Ambassadors are on a mission to make gaming fun for everyone… Level up for being a positive and welcoming gamer on Xbox.”
The brand ambassador’s main tasks are to connect with and assist other gamers, especially those newer to the community, and keep the community fun, welcoming, and safe.
Ambassadors gain points for completing special missions: making friends with other Live members, sending encouraging messages, and starting or joining conversations around the latest Xbox games on different social media outlets.
As they rack up points, Xbox ambassadors move through both seasonal and lifetime levels of ambassadorship, making the program feel like a game of its own. They can put these points towards digital badges, physical swag, and exclusive sweepstakes entries. And the best and most active ambassadors earn the chance to be featured in periodic spotlights.
Why the program works: Xbox ‘s brand ambassador marketing effectively serve as the moderators and support staff for the Live community, making it safer and more inclusive.
And even though they’re initially trained and given some guidelines, the ambassadors have lots of creative freedom to represent the brand genuinely, in a way that reflects their gaming style and personality.
9. Paul Mitchell
Paul Mitchell is a brand known for its salon-quality hair care products and styling tools. It began as a company to support “the success of hairdressers and provide luxury hair care at an affordable price.” And by sticking to this mission, it has managed to create on of the strongest communities in the industry.
Paul Mitchell’s brand ambassador program
Paul Mitchell selects ambassadors for its program from among the stylists it employs in its Australia salons (a good reminder that sometimes, employees make the best representatives).
Prospective ambassadors must prove their communication, styling expertise, and their brand love by submitting a video featuring their favorite Paul Mitchell product.
The chosen ambassadors then create regular social media content using Paul Mitchell products, and guide clients towards the right products for their needs when in the salon.
In return, Paul Mitchell brand ambassadors receive free products (including first access to new products), features on the brand’s social media channels, and a boost to their resume and personal social media marketing.
Why the program works: Brand ambassadors get a lot of love by being part of this program – which is a big help for someone growing their career. They gain access to exclusive events where they can network with fellow ambassadors, gain insights from top beauty innovators, build their styling and conversational skills, and talk with leaders at Paul Mitchell.
Even amidst the Covid pandemic, Paul Mitchell didn’t stop offering these perks. Instead, it shifted the networking events to a virtual format, so ambassadors could still connect with industry names and the Paul Mitchell Global Artistic Team.
To boost ambassador engagement even further, the brand even runs an Ambassador of the Year contest to recognize elite performers. It also holds monthly competitions to build ambassadors’ skills and foster targeted sharing.
10. Lululemon
Most known for its popular yoga pants, Lululemon has since expanded into a global brand that sells all categories of athletic wear and lifestyle apparel. The brand invites people to enjoy their “daily sweat” and provides the right gear to be part of the experience.
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Lululemon’s brand ambassador program
We can’t end our list without mentioning Lululemon, the popular athletic apparel brand. After all, Lululemon was one of the first brands to use long-term ambassadors – and their program is still going strong.
Lululemon recruits two types of brand ambassadors for its program: Global Ambassadors and Store Ambassadors.
The first ambassador title is for elite athletes and fitness gurus, while the second is for local yoga instructors, lesser-known fitness experts, and other smaller influencers who are partnered with their neighborhood Lululemon stores.
But regardless of type, each ambassador is selected because they reflect the Lululemon culture.
Ambassadors host classes at Lululemon stores, online, and at other community locations – all the while demonstrating how Lululemon gear performs in practice. They focus on building authentic relationships through fitness.
But even though they prefer to show rather than tell, ambassadors must be ready to regularly talk about the brand one-on-one, in authentic, unscripted conversations. And as expected, most ambassadors regularly post workout shots on social media platforms, where they’re seen using a range of Lululemon products.
Why the program works: This ambassador program turns its ambassadors into true partners. In return for their efforts, Lululemon’s ambassadors receive increased exposure and mentorship opportunities. Top ambassadors are invited to a multi-day summit and sometimes even instruct at larger events.
Ambassadors also have the chance to try new products before everyone else, which means they’re one of the first to share their thoughts about these products with Lululemon.
In addition, ambassadors asked to give feedback on how all Lululemon products perform, and how to help the brand connect with the wider community. Often, they’ll connect with customers and let the brand know what customers want in products, leveraging the close relationships they’ve built.
Why do brand ambassador programs work?
As you’ve seen from all the examples above, having someone who loves your brand actively advocate on your behalf can do wonders. Here are some of the best benefits of brand ambassador programs.
Trusted advocacy: A majority of 92% of consumers follow recommendations from family and friends far more than messages from a brand. This is even more effective when the recommendation comes from a brand ambassador, who personally uses and loves your brand.
Long-term promotion: Brand ambassadors are typically signed on for a long period of time (compared to social media influencers or other brand advocates). This tells a strong narrative that comes off as more authentic to your audience.
Authenticity: Brand ambassadors authentically promote your products. Since they have firsthand experience with your offerings, they can share their genuine thoughts and feelings about your brand. Their endorsements tend to resonate more than standard sales pitches.
Pure enthusiasm: Often, brand ambassadors will promote your products out of their own enthusiasm, without any prompting. This authentic enthusiasm translates into powerful testimonials that can influence purchasing decisions.
Content created for you: Whether it’s a social media update, a blog post, or a positive review, ambassadors create engaging content that highlights your brand. By providing them with your latest products and information, you can relax while they produce fresh content in their unique voice. This user-generated content is widely shared within their networks, and you can also feature it on your own platforms.
Reach a wider audience: Regardless of their follower count, ambassadors can effectively increase your market presence, provided their audience aligns with your target demographic. If their audience trusts and engages with their content, you have the foundation for a word-of-mouth campaign and a community that might otherwise be out of reach.
Valuable feedback: As fans of your product, they make excellent testers, sharing both what they love and areas for improvement. This candid feedback can help refine your offerings before they hit the broader market.
Strengthened relationships with advocates: Establishing a formal brand ambassador program ensures that your relationship with advocates remains strong. This program outlines all aspects of the partnership, including requirements, guidelines, and incentives that have been agreed upon. Brand ambassadors also get a lot of value in return, such as exclusive brand information, access to a strong community, and real-world experience marketing for a brand.
Cost-effective and low-risk: Even if you decide to reward your ambassadors, brand ambassador programs are still one of the most cost-effective marketing strategies. You can base payments on results, meaning you only incur costs after you make a new sale or meet another goal.
How do you create a brand ambassador program that works?
What can you take away from the best brand ambassador program examples above? Here are all the points of success we highlighted for you to follow when starting your own ambassador marketing program:
1. Set goals and plan to track key metrics
- Decide on the key goals you want to accomplish with your program, such as increasing brand awareness, getting more sales conversions, fostering customer loyalty, or creating more trust and community around your brand.
- Identify the metrics you want to track, which will show whether you’ve accomplished the goals. Make sure these metrics are time-bound.
- Decide whether you’ll use software to streamline real-time ambassador tracking.
2. Find the right ambassadors
- Find ambassadors whose values match with yours, whose audience demographics match your brand’s own target audience the most, and who have the right brand ambassador skills.
- The size of an ambassador’s following doesn’t matter as much as the trust they’ve built with their audience. Look for bloggers, micro-influencers, and other potential ambassadors with high engagement rates, and a social media presence on the platforms your audience uses.
- Don’t forget about your loyal customers when selecting brand ambassadors. They’re likely already promoting you to others, so why not ask them to be ambassadors and make the ambassador relationship official?
- Consider letting potential brand ambassadors come to you, by opening up an easy-to-find brand ambassador application on your website.
3. Make the guidelines clear
- Lay the rules and guidelines for promoting your brand as an ambassador, including the messaging dos and don’ts, so ambassadors know what to expect when they sign on.
- You might have an idea of the type of content you want them to create, but give ambassadors enough creative freedom to promote you in their own voice and style.
- Create a brand ambassador contract that covers all the essentials, and have ambassadors agree to it before they start.
- Allow ambassadors to focus on sharing their experiences with your brand and building relationships, over making a sale. They should be skilled in both online and offline conversations.
4. Equip ambassadors with the right resources
- Give ambassadors free products to try out so they can share their authentic experiences.
- Keep ambassadors up-to-date with how your brand is developing, and provide resources to help them promote you.
- Consider creating an ambassador community to share updates and other brand info, such as upcoming product launches and sales.
5. Thank ambassadors with rewards and other perks
- Reward ambassadors for their hard work with perks and incentives, like gift cards to your brand, free products, and VIP event access. Here are some more ideas on brand ambassador perks you could offer.
- Let ambassadors try new products before the public can access them. Their feedback can be often invaluable.
- Consider giving ambassadors discount codes to share with their audience, which can increase the chances they’ll bring in new customers.
6. Communicate well with ambassadors
- Invite brand ambassadors into conversations with brand managers. Their ideas and feedback are often invaluable.
- As with any long term relationship, communication is key. Make sure ambassadors know how to reach you if they have questions.
If you want to learn more, read our ultimate guide on how to start the best brand ambassador program. Or, see how you can create your own program with software — it’s easy!
