Building an Ambassador Program for Increased Efficiency and Profitability
Client: NA-KD Fashion - International Fashion Brand
Role: Project Leader (Strategy, Creation, Management, Lead)
Role: Project Leader (Strategy, Creation, Management, Lead)
Objective
The primary goal was to enhance efficiency and profitability by leveraging user-generated content (UGC) through a network of non-paid ambassadors and brand advocates. This initiative aimed to decrease the Cost of Sales (COS%) and boost sales, as UGC often results in higher engagement due to its authenticity and relatability. The project also sought to organically expand the brand's reach, including entry into new markets such as the United States.
The primary goal was to enhance efficiency and profitability by leveraging user-generated content (UGC) through a network of non-paid ambassadors and brand advocates. This initiative aimed to decrease the Cost of Sales (COS%) and boost sales, as UGC often results in higher engagement due to its authenticity and relatability. The project also sought to organically expand the brand's reach, including entry into new markets such as the United States.
Approach
The approach started by the creation of a strategic framework that defined ideal ambassador personas aligned with the brand's aesthetic and objectives. I developed the platform ready to go live, including the copy for communications and landing pages, and created a detailed campaign calendar synchronised with internal marketing focusses as well as creation of legal terms and conditions. Cross-departmental collaboration was crucial to push the right products and messaging to maximise profitability. When launched, regular engagement with ambassadors and advocates ensured ongoing alignment with the brand's evolving needs.
The approach started by the creation of a strategic framework that defined ideal ambassador personas aligned with the brand's aesthetic and objectives. I developed the platform ready to go live, including the copy for communications and landing pages, and created a detailed campaign calendar synchronised with internal marketing focusses as well as creation of legal terms and conditions. Cross-departmental collaboration was crucial to push the right products and messaging to maximise profitability. When launched, regular engagement with ambassadors and advocates ensured ongoing alignment with the brand's evolving needs.
Outcome
Within three months, the program grew to 5,000 ambassadors, reaching 14,000 in one year and a half. Notable achievements include:
Within three months, the program grew to 5,000 ambassadors, reaching 14,000 in one year and a half. Notable achievements include:
1. A 9.3% increase in sell-through rates using UGC through merchandising optimisation on the website including UGC.
2. Top-performing social media content (WoW) in terms of engagement metrics (likes, comments, saves, shares).
3. Enhanced performance marketing through effective use of UGC in paid ads while conducting conversion ads proven by A/B testing.
4. Over 1,200 monthly global collaborations, contributing 20% to 32% of daily Gross Merchandise Value of the company.
5. Successful preparations for market expansion into the United States, boosting organic growth.
Challenges
The main challenge was aligning various departments—merchandising, paid social, performance marketing, creative communication, influencer marketing, and social media—to ensure cohesive and strategic alignment ensuring efficiency across all departments. Another hurdle was managing the responses right after the platform's launch, with over 7,000 applications for ambassador, which I initially handled single-handedly while 3 months later hiring a specialist for this position after its success.
The main challenge was aligning various departments—merchandising, paid social, performance marketing, creative communication, influencer marketing, and social media—to ensure cohesive and strategic alignment ensuring efficiency across all departments. Another hurdle was managing the responses right after the platform's launch, with over 7,000 applications for ambassador, which I initially handled single-handedly while 3 months later hiring a specialist for this position after its success.
Feedback
Ambassadors expressing appreciation for their involvement and continued engagement. Messages of gratitude from ambassadors I still receive to this day after its launch in 2021, highlighting the program’s lasting impact.
Ambassadors expressing appreciation for their involvement and continued engagement. Messages of gratitude from ambassadors I still receive to this day after its launch in 2021, highlighting the program’s lasting impact.
