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Boosting brand awareness with community-led growth

NOOMA knew that community-led growth was the key to their success, but struggled to unite their customers and fans. We gave them the tools, resources and platform to build relationships with their consumers and elevate their engagement, collect UGC, and build social buzz.  

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01.
$6650

Revenue generated in under 3 months

02.
266

Brand ambassadors 

03.
2.44M

Total reach

The challenge

NOOMA realised from the outset that the quickest and best way to acquire new customers was through community-led growth created by quality user-generated content (UGC) and social buzz.

Therefore, they set out to create a community of brand ambassadors - their Sweat Squad - who shared their values and were passionate about creating brand awareness through fun, educational content.

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They have an excellent onboarding program, superb customer support team and an awesome tech support team!

NOOMA wanted to curate an environment that was fun, upbeat, and engaging - as well as full of value for their ambassadors. They wanted to promote quality and reward high-performing brand ambassadors for their work through higher levels of partnership over time, allowing top ambassadors exclusive rewards and opportunities.

The Sweat Squad started through a Facebook group with manual tracking through Excel sheets and Google Docs, with the primary role of ambassadors being to hand out NOOMA drinks at fitness events.

The strategy worked for a time but was hard for NOOMA to maintain. It was primarily beneficial for the ambassadors, not the brand. With NOOMA seeing very little ROI, it wasn’t a cost-effective method.

Pain points

  • Original ambassador program with manual tracking was difficult to maintain and wasn’t cost-effective, with little ROI
  • Tried other management platforms - Refersion and Aspire IQ - but needs were still unmet
  • Difficulty creating a relationship that benefited both their ambassadors and the brand
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Customer success

NOOMA was finally able to achieve what they needed - a highly engaging, mutually beneficial relationship with their brand ambassadors.

Their ambassador marketing program launched on January 20, 2022, and by the end of their first month, they had nearly 200 ambassadors join. Their program continues growing, with ambassadors creating content that drives brand awareness and engagement.

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NOOMA is experimenting with exclusive marketing tasks for ambassadors who are leaders in the fitness space.

Ambassadors who are highly engaged, as well as have a role such as fitness instructors, gym owners, or fitness experts are equipped with NOOMA freebie codes to pass out at events.

Any purchases made with a freebie code, rewards the ambassador with a commission. Through this method, NOOMA has seen its customer acquisition cost drop in comparison to paid online ads. 

 

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Summary

NOOMA’s main focus for their ambassador marketing program is engagement, education, and awareness -  not sales. However, through the relationships NOOMA has built with their ambassadors, sales and lower CAC have been a natural result.  

Since driving sales is not their main goal, NOOMA wanted to achieve and maintain an ROI of at least 100%. They have reached 100% at their highest point in their first three months, and are working with their Customer Success Manager to plan some missions that will continue to boost their ROI to meet this goal.

NOOMA is excited to continue providing higher levels of partnership with their top-performing ambassadors, and are confident that our platform has allowed them to create the environment in which community-led growth is possible. 

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