Ambassador programs
A small group of creators who use your product all year, so it turns up in their kitchen, garage or campsite across the seasons instead of in a single post.
What's included
- A shortlist built for your brand: creators whose audience, household and existing content fit the product.
- A twelve-month plan with set moments, such as a launch, your peak season and the holidays, and room for the creators' own ideas in between.
- Product, a short brief and claims guidance ahead of every moment.
- Usage rights agreed at the start for any content you'll want to reuse on product pages or in ads.
- A review every quarter, where we keep, swap or add creators based on what's working.
How it works
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Pick the moments
We map the year with you and choose the four to six moments where the group will post, weighted toward the seasons your category sells in.
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Cast the group
We seed product to a longer list first, then invite the creators who keep using it and whose audience responds.
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Brief each moment
Each moment gets a one-page brief: what's new, what you can claim, the disclosure, and the posting window. The creator decides how to show it.
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Review and renew
After each quarter we read the results and the comments, keep the creators who are working and replace the ones who aren't.
When it fits
Ambassador programs suit products people use often and buy again: pantry staples, cleaning products, pet food, garden supplies and camping gear. Repeat use gives a creator something new to show each season.
They're harder to justify for a one-off purchase with a long replacement cycle. There, seeding and a few well-timed integrations usually do more for the money.
Things brands often ask us
How many creators should an ambassador program start with?
We usually suggest a small group, often five to twelve creators, so each one gets enough product and attention to make content that feels like theirs. The group can grow once you know which audiences respond.
How long does an ambassador program run?
We plan twelve months with a review every quarter. A full year covers your whole selling calendar and gives creators time to use the product properly before they're asked to talk about it again.
Can we use ambassador content in our own ads?
Yes, if the license covers it. We agree where the content can run, which cuts you can use and for how long before anything is filmed. See content licensing.