How to create a brand ambassador program from scratch in 9 steps

Unlike customer loyalty programs that are open to everyone, ambassador marketing programs are more exclusive – it’s like a club for your biggest fans who are willing to advocate for your brand online. Not everyone should make the cut.

Your ambassadors should genuinely represent your brand and share your values. Ideally, they’re already loyal customers who use your products. This type of authenticity really boosts the chances of ambassador marketing success.

In a brand ambassador program, you’ll create various marketing tasks that ambassadors can choose to participate in. Completing these tasks earns them rewards, like cash, gift cards, commission or free products. These tasks can range from simple actions like liking a social media post to more involved activities like attending events or posting about your products online.

The beauty of an ambassador program is that you can tailor tasks to fit your brand. From discount codes and hosting giveaways, to showing off your products at events, brand ambassador programs are totally customisable.

By completing tasks, ambassadors help spread the word about your brand to their audiences, increasing your brand’s reach and visibility and bringing new people into your marketing funnel. An ambassador program also strengthens your relationships with customers, meaning ongoing engagement and increased brand loyalty.

Step 1: Choose a community manager to help things run smoothly

Every successful ambassador program needs a dedicated Community Manager to unite your community. They’ll be responsible for creating, executing and managing campaigns, ensuring everything runs smoothly and that your program aligns with your overall marketing strategy.

Initially, your Community Manager will focus on recruitment campaigns to encourage your existing fans to become ambassadors. Over time, they’ll handle day-to-day queries, oversee tasks and monitor the success of your ambassador campaigns. A strong Community Manager is one of the keys to building and maintaining a thriving ambassador community.


Step 2: Define what you want to achieve and how you’ll measure success

Before launching your program, you need to be crystal clear on what you want to achieve with it. Are you aiming to boost sales, increase brand awareness, or improve customer engagement? 

You can only create a strong strategy when you have clear goals to guide it. These goals will also help you choose the right types of ambassadors and create attention-grabbing campaigns. 

When you know what you view as success for your program, you’ll be able to more accurately track your metrics and understand whether your strategy is working or not.

When setting goals be sure to follow the SMART framework to ensure they’re Specific, Measurable, Achievable, Relevant and Timebound. 

Remember, your goals can evolve over time, so stay flexible as your program grows and be open to adjusting your strategy.

Step 3: Build a community before you start recruiting 

You need a solid audience ready and waiting to become ambassadors before you can launch. Focus on building your community through social media channels and email marketing. 

We recommend having at least 10-15K members in your community to provide a solid base for recruiting ambassadors and see successful results whether that be Instagram followers, your email database or a Discord community.  

The size of your existing community is a good indicator to determine whether your business has the resources available to invest in creating an ambassador marketing program like being able to hire a dedicated Community Manager or the ability to invest in rewards that effectively engage your community. 

Even after your program is up and running, recruitment is a continuous process to keep growing your community.

Step 7: Plan an engaging launch campaign to attract potential ambassadors

Before going live, plan a launch campaign with tasks to complete to keep new ambassadors engaged from day one. Some tasks to tackle first could include following your brand’s social media accounts or sharing a post about your brand. 
A freebie campaign is another amazing option – it gets your products into ambassadors’ hands and encourages them to share authentic content. Having tasks ready to go will keep new ambassadors active and invested from the very beginning.

Step 8: Recruit from your community through strategic campaigns on your channels

Now it’s time to open your ambassador program to the world! Recruitment campaigns are all about reaching out to your existing community and inviting them to join your program. You can spread the word through social media, email newsletters and website pop-ups to ensure your message reaches as many potential ambassadors as possible.

When promoting your program, be super clear about the type of ambassadors you’re looking for, what’s expected of them, and (the best part!) the rewards they’ll earn for their efforts. This helps attract the right candidates and sets expectations from the start.

As applications roll in, your Community Manager will review them based on the personas and vibe you’ve established, accepting those who are the best fit. This selection process ensures that your ambassadors are aligned with your brand’s values, actually love your products/services and are genuinely excited to represent your brand.

Step 9: Measure your program’s performance and pivot where needed

An ambassador program is not a static thing, especially in the beginning stages. It’s essential to analyse the results that start rolling in to see what’s working and what’s not gaining traction. This involves analysing key metrics such as engagement and conversion rates.

Pay close attention to the data from each campaign and every task. Are the campaigns attracting aligned ambassadors? Are certain tasks generating more engagement than others?

Are some ambassadors more active or influential within their networks? Is your brand message resonating with the creators’ audiences? Identifying patterns can help you understand what resonates with both your ambassadors and their audiences.

Make adjustments based on your results. This could mean tweaking your reward structure, refining your tasks, or even shifting your focus to different types of ambassadors. By staying flexible and open to change, your program stays dynamic and relevant.