Brand Ambassador Programs: Best Practices and Inspiring Success Stories

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By Diana Palau, on 2 January 2024

A brand ambassador is an individual who embodies the corporate image of a company. This entails conveying the same values and ideas as the brand or, at the very least, compatibility, as the audience will directly associate their messages with the brand. Brand ambassadors differ from influencers in that they commit to extended collaborations, unlike the brief nature of influencer partnerships. Despite this distinction, brand ambassador programs are considered part of influencer marketing.

But how can you create a successful Brand Ambassador program? Are there examples of successful initiatives? We'll get into all the details below!

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Types of Brand Ambassadors in Influencer Marketing

There are various types of brand ambassadors, but the five types below are the most common:

  1. Requirement-based: Ambassadors who must meet specific criteria, such as making a certain number of social media posts within a specific timeframe or having a minimum number of followers. This type suits almost any company and sector, making it one of the most versatile programs.

  2. Affiliate-based: This is where the brand ambassador promotes products and services through an affiliate link. This promotes the company and boosts sales, while the ambassador earns commissions for those sales through the provided link.

  3. Employee-based: Similar to affiliate programs, but in this case, brand ambassadors are employees of the company.

  4. Customer-based: Customers can participate in the program by sharing their experiences with the company's products or services on their social media platforms in exchange for rewards.

  5. University-based: This program targets a younger audience of university students and promotes a company's products and services to them.

All of the above programs are compatible, but their effectiveness depends on your objectives and your target audience.

Tips for Creating a Successful Brand Ambassador Program

Launching a successful brand ambassador program requires clear objectives. Based on these goals, you can choose a strategy and find an ambassador who aligns well with your company's values and objectives.

It's also important to ensure that ambassadors have all the necessary information and materials to create content aligned with your company's values.

Provide access to tools that will enhance their effectiveness. Monitor results and compensate ambassadors to ensure they feel valued and rewarded.

10 Examples of Brand Ambassador Programs

Numerous brands have successfully implemented brand ambassador programs. Here are some examples.

Red Bull

Encourages consumers to create content showcasing extreme activities, aligning with the brand's image of providing energy for these types of feats.


Collaborates with influencers to promote outdoor apparel through photos depicting adventurous activities.

Harley Davidson

Requires ambassadors to own a Harley motorcycle, fostering a community and promoting the brand's values of freedom and adventure.


Empowers employees to become brand ambassadors, allowing them to promote the brand freely on social media.


Utilizes a program that leverages participants' passion for gaming, combining brand promotion with unlocking in-game levels.


Features an affiliate program sponsoring athletes promoting a healthy lifestyle through exercise.

Pura Vida

Operates an affiliate program where customers can earn commissions for sales through their links, coupled with discounts and other perks.


Engages influencers over an extended period to build consumer trust in their beauty products.

PINK (Victoria's Secret)

Selects brand ambassadors based on energy and enthusiasm, offering gifts, discounts, and other benefits.

Maker's Mark

Requires ambassadors to meet specific criteria, promoting the brand over the years for a unique reward—a bourbon barrel with their name.

In conclusion, any brand, regardless of its sector, can launch a brand ambassador program. Finding the right individuals and designing an attractive strategy tailored to the target audience is the key to success.

People-Led Marketing

Diana Palau