How SCHLEICH® Scaled Global Community Growth & Generated $275k+ in Revenue via Club.co

Club stood out because it understood community.

Not just creators. Not just reach. Real customer advocacy.

“Something in the presentation said, you guys got it.”
Scott Hepburn

The combination of platform and managed services made the difference.

SCHLEICH® sets direction. Club executes with consistency and creativity.

What strategy did Club.co use to scale the SCHLEICH® community?

SCHLEICH® uses Club as its brand ambassador platform to run an always-on community program.

With support from Maria (CSM), Yasmine (Brand Executive), and the wider team, they:

• run structured, creative missions
• activate product launches
• generate consistent UGC
• support ambassadors directly
• maintain momentum without internal strain

“The team has been great all along.”

“The creativity… has been spot on.”
Scott Hepburn

• Customer Success Manager and Brand Executive: Club.co provides specialised Customer Success Managers (CSMs) and Brand Executives who act as an extension of the SCHLEICH® marketing team.
• Community Operations: The program maintains "Always-On" status, with Club.co handling ambassador support, mission vetting, and reward fulfilment.
• Strategic Partnership vs. SaaS: Unlike traditional SaaS tools, Club.co provides strategic creative direction, ensuring that campaign missions align with SCHLEICH®’s global product launch calendar.

The success of the program is not just what SCHLEICH® gets out of it.

It is what families get from it too.

The SCHLEICH® Family FUNfluencer program is designed around meaningful play, not content pressure.

• Play that becomes learning (without feeling like a lesson)
  Many missions and content themes are built around open-ended play and hands-on learning activities that naturally build curiosity, storytelling, and exploration as kids play.
• More screen-free moments for kids and families
  The program gives families simple, fun prompts (“missions”) that spark screen-free play and create small, memorable moments of togetherness without needing a big plan.
• Real ideas to keep kids engaged—especially on busy days
  Parents are given practical play ideas to try at home, so they’re not starting from scratch when they want something meaningful to do with their child.
• A community that “gets it”
  Families connect with others who value imaginative, purposeful play, sharing what works and celebrating everyday moments together.
• Designed to be FUN first — not overly commercial
  The focus is on engaging kids and celebrating the overlap between family values and SCHLEICH®, not turning parents into professional creators.
• Perks that support the experience, not drive it
  Rewards and occasional product-based incentives are there to keep things fun and motivating, not to be the main reason families participate.

👉 Learning Through Play resource hub

Trust is what makes this work.

SCHLEICH® does not need to micromanage the program.

“I lightly manage it because the team’s doing such a good job.”

“Yasmine really understands our brand… she’s part of the team.”

“If I could steal these two away from you guys and put them on my team, I would do that.”
Scott Hepburn

That trust allows SCHLEICH® to scale without adding headcount.

“It’s such peace of mind to know that this program is running 24/7.”
Scott Hepburn

Club gave SCHLEICH® a scalable way to produce content.

“Our Funfluencers help us fill those content gaps. Next thing you know, our inboxes are filled with photos and videos.”
Scott Hepburn

This unlocked:

• consistent UGC across products
• scalable production without agency costs
• reusable content across

One of the most striking things SCHLEICH®’highlighted was how often its ambassadors actively defend and promote the brand in public.

When conversations happen online, their community often jumps into comment sections on its own. They answer questions, add context, and share their real experiences with the product.

That kind of peer-to-peer advocacy is hard to manufacture and incredibly valuable.

“Our Funfluencers are jumping in there. They’re weighing into the comments and they’re speaking on behalf of the brand.”

“There’s so many times where I see something posted and I go, we should go answer that in the comments. And then I look and our Funfluencers have already done it.” Scott Hepburn

For SCHLEICH®, this is more than engagement. It is evidence that the program is building real emotional connection and brand loyalty, not just content output

This peer-to-peer dynamic builds trust faster than brand messaging ever could.

SCHLEICH® uses the Wall as a communication layer for its ambassador community.

It helps the team:

• share important updates
• highlight freebie missions
• post announcements
• guide new community members on where to start
• reinforce next steps and community participation

In practice, this gives SCHLEICH® another way to keep ambassadors informed and engaged inside the platform, while supporting a smoother experience for both new and existing members.

Originally, driving sales was not a primary KPI for the program.

SCHLEICH® mainly wanted better community management and more authentic content.

What happened next surprised them.

As the program matured, ambassador-generated revenue grew sharply. What started as a content and advocacy initiative became a meaningful ecommerce revenue channel in its own right.

The team initially questioned the data because the jump was so significant.

Then they validated it.

“The program went from being a cost to being a revenue generator.”

“First we didn’t trust the data. We were like, there’s no way these guys are driving this much revenue.”

“It was a profit centre.”

That outcome reflects a pattern many strong community programs share. When brands focus first on experience, trust, and participation, revenue often follows as a result.

What is a brand ambassador platform?
A brand ambassador platform helps brands recruit, manage, activate, reward, and measure communities of loyal advocates. Unlike traditional influencer tools, it is often designed to support ongoing participation, content creation, and word-of-mouth growth at scale.

How is Club different from influencer marketing software?
Club is built for brands that want to grow through communities of everyday creators, customers, and ambassadors, not just macro influencers. It supports authentic advocacy, recurring engagement, UGC collection, and community-led growth.

Why did SCHLEICH® choose Club over a traditional influencer approach?
SCHLEICH® was not looking for celebrity reach. They wanted a way to nurture a loyal family community, generate authentic content, and build trust through real customers who already loved the brand.

What results did Schleich achieve with Club?
SCHLEICH® generated $286,982.41 in all-time revenue, created 2,257 pieces of content, and built a 1.49K-member community on Club, while turning the program from a cost centre into a profit centre.

How does managed service help brands scale ambassador programs?
Managed service reduces the internal work required to run a successful ambassador program. In SCHLEICH® case, Club helped with mission strategy, community support, content collection, and day-to-day execution, allowing the brand to grow without increasing headcount.

Can community marketing drive revenue as well as awareness?
Yes. SCHLEICH® initially focused on content and brand awareness, but the program went on to generate meaningful ecommerce revenue as ambassadors shared links, discount codes, and authentic product stories with their audiences.

How can a creator community platform help generate authentic UGC?
By activating real customers and loyal fans with thoughtful prompts, a creator community platform helps brands collect content that feels natural, trustworthy, and relevant to real buying moments.