8 Companies With the Best Brand Ambassadors Programs

How should you design your brand ambassador program? Learn tips from the 8 best brand ambassador program examples.

The Moast Team

November 2, 2023

In today's digital age, building a strong and authentic brand presence is paramount for businesses looking to connect with their audience. One powerful strategy that has taken the marketing world by storm is the use of brand ambassador programs. These programs not only enhance brand visibility but also establish trust and credibility among consumers. If you're wondering what exactly brand ambassador programs are and which companies are leading the way in this innovative approach to marketing, you're in the right place.

In this article, we'll delve into the fascinating world of brand ambassador programs, exploring why they've become a cornerstone of modern marketing. We'll also unveil our carefully curated list of the "Top 8 Companies with Remarkable Brand Ambassador Programs." From household names to emerging industry disruptors, these companies have harnessed the power of brand ambassadors to create meaningful connections with their target audience.

So, whether you're a marketing enthusiast, a budding brand ambassador, or simply curious about the dynamics of brand promotion, join us on this journey to discover how these programs are revolutionizing the way companies build and strengthen their brands. Let's jump right in and explore the exciting realm of brand ambassadorship!

What Are Brand Ambassador Programs?

In the age of social media and digital marketing, brand ambassador programs have emerged as a dynamic and effective strategy for companies to connect with their audience. But what exactly are brand ambassador programs, and why are they becoming increasingly popular in the business world?

At their core, brand ambassador programs are structured partnerships between companies and individuals who are passionate about and loyal to a brand. These individuals, known as brand ambassadors, voluntarily promote and represent the brand in exchange for various incentives. Brand ambassadors can be customers, fans, employees, influencers, or even celebrities who resonate with the brand's values and products.

The Role of Brand Ambassadors

Brand ambassadors serve as authentic advocates for the brand, sharing their positive experiences, stories, and recommendations with their own networks. They play a pivotal role in humanizing the brand and building trust among potential customers. Their role extends beyond traditional advertising as they create genuine, relatable content, such as social media posts and product reviews, that resonates with potential customers. 

Ambassadors excel at storytelling, crafting narratives that illustrate how the brand positively impacts their lives, fostering emotional connections. They amplify important messages, initiate engagement, and often bridge the gap between the brand and its customers, facilitating direct communication. Some, particularly influencers or celebrities, wield substantial influence, driving trends and generating interest. Additionally, they provide valuable insights and feedback, aiding in product improvement. Whether as local experts, niche influencers, or relationship builders, brand ambassadors play a multifaceted and crucial role in shaping a brand's image and connecting with its audience.

Benefits of Brand Ambassador Programs

Why do companies invest in brand ambassador programs? Here are some key benefits:

1. Increased Reach and Engagement: Brand ambassadors can tap into their existing followers and networks, extending the brand's reach far beyond its immediate audience.

2. Credibility and Trust: Recommendations from trusted individuals carry more weight than traditional advertising. Ambassadors can enhance the brand's credibility.

3. Cost-Effective Marketing: Compared to traditional advertising and influencer partnerships, brand ambassador programs often provide a more cost-effective way to promote products and services.

4. Authentic Content: Ambassadors create genuine and relatable content, which resonates with consumers seeking authentic experiences.

5. Community Building: These programs foster a sense of community among brand enthusiasts, creating a loyal customer base.

In the following sections, we'll dive deeper into why companies choose to implement brand ambassador programs and explore some inspiring examples of businesses that have harnessed the potential of brand ambassadors to achieve remarkable results. So, let's continue our journey to unravel the fascinating world of brand ambassadorship and its profound impact on modern marketing.

Why Companies Use Brand Ambassador Programs

In today's competitive business landscape, companies are increasingly turning to brand ambassador programs for a multitude of reasons. One of the primary drivers is the authenticity and trustworthiness that brand ambassadors bring to the table. In an age when consumers are becoming increasingly skeptical of traditional advertising, the personal experiences and heartfelt endorsements of brand ambassadors offer a more genuine and relatable approach, fostering trust and credibility.

Moreover, brand ambassador programs serve as potent tools for expanding brand awareness. These passionate advocates leverage their social media presence and personal networks to introduce the brand to a wider audience. They breathe life into marketing campaigns, providing a human face to the brand and creating connections that resonate on a personal level.

What sets brand ambassador programs apart is their cost-effectiveness. When compared to conventional advertising or influencer marketing, they often prove to be a budget-friendly choice. Instead of relying on expensive advertising slots, companies can harness the enthusiasm and reach of brand ambassadors to generate organic buzz around their products or services.

In the following sections, we'll dive deeper into specific examples of companies that have leveraged brand ambassador programs to achieve remarkable results, illustrating the real-world impact of this increasingly popular marketing strategy. So, stay with us as we explore how these programs are revolutionizing the way companies build their brand and connect with their audience.

What Makes a Good Brand Ambassador Program

Selecting the top companies with remarkable brand ambassador programs requires a careful evaluation process. These programs vary widely in scope and effectiveness, so it's essential to establish clear criteria for identifying the best among them. Here are the key factors considered when curating our list:

1. Innovation and Creativity: Exceptional brand ambassador programs often showcase innovative and creative approaches to marketing. We look for companies that push the boundaries and come up with inventive ways to engage their ambassadors and audience.

2. Impact and Results: The impact of a brand ambassador program is a crucial measure of its success. We assess how these programs have affected brand visibility, customer trust, and, ultimately, sales or conversions.

3. Industry Influence: Some companies have managed to carve out a unique space in their industry through their brand ambassador programs. We consider how these programs have positioned the brand as an industry leader or influencer.

4. Ambassador Engagement: The level of engagement between the brand and its ambassadors is a key indicator of a successful program. We analyze how well the brand communicates with its advocates and the extent to which ambassadors actively promote the brand.

5. Customer and Community Feedback: Customer and community feedback is invaluable. We consider the sentiment and testimonials from customers and community members who have interacted with the brand through its ambassador program.

6. Long-Term Sustainability: The sustainability and longevity of a brand ambassador program are essential. We assess whether these programs are integrated into the brand's long-term marketing strategy or if they are short-lived campaigns.

By using these criteria as our guiding principles, we can identify the companies that have excelled in harnessing the potential of brand ambassador programs. In the next section, we will reveal our carefully curated list of companies with remarkable brand ambassador programs, providing insights into their innovative strategies and outstanding results.

The Top 8 Companies with Remarkable Brand Ambassador Programs

In our quest to uncover the top companies excelling in the realm of brand ambassador programs, we've carefully curated a list that showcases innovation, impact, and industry influence. These companies have not only embraced brand ambassadorship but have also elevated it to an art form. Let's explore why they made the cut and how their programs operate:

1. Nike

Why We Selected Them: Nike's brand ambassador program is a benchmark for excellence. The company's ability to transform athletes into iconic brand ambassadors is legendary. Their ambassadors, from Michael Jordan to Serena Williams, personify the brand's commitment to excellence, performance, and style.

How Their Program Works: Nike collaborates with athletes who align with their core values, providing them with signature shoe lines and apparel deals. Ambassadors become living embodiments of Nike's mission, inspiring consumers to "Just Do It."

Nike's brand ambassador program thrives on selecting individuals who not only excel in their respective fields but also embody the brand's core values. This approach allows Nike to create a powerful connection with its audience by telling compelling stories of perseverance, achievement, and self-expression through its ambassadors.

Here’s a detailed breakdown on how to become a Nike brand ambassador.

A picture of Nike athletes and brand ambassadors.

2. Starbucks

Why We Selected Them: Starbucks has created a global community of coffee enthusiasts through its ambassador program. The Starbucks Rewards program is designed to reward and engage loyal customers, turning them into passionate brand advocates.

How Their Program Works: Members earn points with every purchase, which can be redeemed for free drinks and food. Starbucks leverages personalized offers and early access to new products to foster brand loyalty and ambassadorship.

Starbucks encourages members (or ambassadors)  to actively engage with the brand. They solicit customer feedback, launch new product trials exclusively to members, and provide early access to seasonal offerings. In this way, Starbucks transforms loyal customers into enthusiastic brand advocates, leveraging their feedback and enthusiasm to refine their offerings and expand their customer base.

While Starbucks' program has a distinct focus on loyalty, it illustrates how elements of ambassadorship can be integrated into a loyalty program to create a passionate community of brand advocates.

A picture of Starbucks brand ambassadors.

3. Sephora

Why We Selected Them: Sephora's Beauty Insider program is a model for the beauty industry. It cultivates a strong and engaged community of makeup and skincare enthusiasts, enhancing brand loyalty.

How Their Program Works: Members receive points for every dollar spent, leading to rewards like free products or exclusive experiences. Sephora encourages members to share their beauty tips and product reviews, building a supportive community of beauty lovers.

While primarily a loyalty program, Sephora's Beauty Insider program has elements of brand ambassadorship. Beauty enthusiasts who are part of the program often share their experiences and product reviews on Sephora's website and social media, effectively promoting the brand to their networks. Sephora also encourages members to participate in community forums and discussions, where they can exchange beauty tips and recommendations.

The program effectively mirrors the benefits of traditional brand ambassador programs in several key ways. It enhances customer engagement through tiered rewards and personalized offers, fostering a dedicated community of brand advocates. By encouraging members to share their experiences and product reviews on social media and its website, Sephora harnesses the power of user-generated content, creating authentic endorsements that resonate with beauty enthusiasts and attract new customers. This sense of community not only builds brand loyalty but also provides valuable market insights, allowing Sephora to make data-driven decisions for product selection and marketing strategies, ultimately driving sales within the beauty community.

4. GoPro

Why We Selected Them: GoPro's brand ambassadors are adrenaline junkies and adventure seekers who use the company's cameras to capture their extraordinary experiences. These ambassadors epitomize the brand's "Capture Different" ethos.

How Their Program Works: GoPro partners with extreme athletes, travelers, and content creators, equipping them with cameras to document their adventures. The captivating content created by these ambassadors showcases the camera's capabilities and inspires others to do the same.

GoPro's brand ambassador program (sometimes referred to as a sponsorship program) stands as an exceptional example of leveraging the authenticity of user-generated content and genuine storytelling to foster a dedicated community and drive brand loyalty. At its core, the program revolves around the capture and sharing of extraordinary adventures using GoPro cameras. The program operates by carefully selecting a diverse group of individuals, including extreme athletes, travelers, and content creators, who are deeply passionate about documenting their adventures and sharing their experiences with the world.

GoPro equips its ambassadors with their cutting-edge cameras and accessories, empowering them to capture stunning visuals of their adventures. The company goes further by offering technical guidance and promotional support. These ambassadors, in turn, create compelling content that showcases their adventures and demonstrates the remarkable capabilities of GoPro products. Their content is shared across multiple platforms, including social media, YouTube, and the official GoPro website.

What sets GoPro's program apart is its ability to inspire others. Ambassadors inspire their followers by showcasing not just their adventures but also the camera's versatility, igniting creativity and determination in their viewers. Their content often includes breathtaking footage of extreme sports, travel, and exploration, exemplifying what's possible with GoPro cameras. 

Here’s how to apply to GoPro’s ambassador (sponsorhsip) program.

A picture of GoPro athletes and ambassadors.

5. Red Bull

Why We Selected Them: Red Bull's ambassador program is synonymous with extreme sports and high-energy events. The brand's "Wings Team" creates memorable experiences and fosters brand loyalty.

How Their Program Works: The Wings Team consists of brand enthusiasts who attend events, hand out free samples, and create a vibrant atmosphere. This direct engagement generates word-of-mouth marketing and leaves a lasting impression.

Red Bull's Wings Team program is a dynamic and energetic approach to building brand ambassadors who embody the brand's adventurous spirit. This initiative involves the careful selection of individuals known as "Wings Team Members," chosen for their enthusiasm, boundless energy, and passion for the brand. These individuals become the vibrant face of Red Bull in their respective regions.

The program centers on engaging consumers directly at high-energy events, creating memorable and exhilarating experiences. Wings Team Members are frequently spotted at music festivals, sporting events, college campuses, and other venues, where they distribute free samples of Red Bull. Their presence adds an authentic and energetic touch to these events, reinforcing Red Bull's image as a brand that fuels adventure and excitement.

Beyond event participation, the Wings Team actively involves themselves in promoting Red Bull's involvement in extreme sports and adrenaline-pumping activities. They become ambassadors for these experiences, participating in events like Red Bull Air Races or cliff-diving competitions. By immersing themselves in these activities, they authentically convey Red Bull's adventurous ethos.

One of the program's significant strengths lies in its ability to generate word-of-mouth marketing. Wings Team Members initiate conversations, distribute samples, and forge personal connections with consumers. This direct engagement creates a positive brand sentiment and leaves a lasting impression, reinforcing Red Bull's image as a brand that brings people together through shared excitement and energy.

6. Lululemon

Why We Selected Them: Lululemon's yoga and fitness-focused brand ambassador program connects with a health-conscious and active audience. Their ambassadors embody the brand's commitment to a healthy lifestyle.

How Their Program Works: Lululemon collaborates with yoga instructors, fitness trainers, and wellness advocates, providing them with exclusive products and support. Ambassadors lead classes, host events, and represent the brand's values in the fitness community.

Lululemon's brand ambassador program is a testament to the brand's commitment to active lifestyles and wellness. This initiative focuses on collaborating with a diverse group of individuals who share Lululemon's values and embody the brand's dedication to fitness and well-being. These brand ambassadors include yoga instructors, fitness trainers, wellness advocates, and athletes, carefully chosen for their ability to inspire others and their alignment with the brand's ethos.

One of the key elements of the program is providing brand ambassadors with exclusive access to Lululemon's products and collections, often before they are available to the general public. This not only allows ambassadors to authentically represent the brand but also reinforces their dedication to the Lululemon lifestyle.

Lululemon's ambassadors play an active role in their local fitness and wellness communities. They lead classes, workshops, and events, which are often hosted in or sponsored by Lululemon stores. These events serve a dual purpose: they promote the brand and create a sense of belonging and support among participants. Through their active engagement, ambassadors foster a vibrant community that goes beyond athletic wear; it's about embracing a holistic, active lifestyle.

Moreover, Lululemon's brand ambassadors don't merely wear the brand's products; they embody its values and promote the brand's lifestyle. They share their personal journeys, wellness tips, and insights into maintaining a balanced and healthy way of life. In doing so, they contribute to the reinforcement of Lululemon's core values, resonating with their audience on a deeper level.

A picture of Lululemon brand ambassadors.

7. GoDaddy

Why We Selected Them: GoDaddy's ambassador program empowers entrepreneurs and small business owners to succeed online. Their ambassadors inspire others to take their business ideas online.

How Their Program Works: GoDaddy partners with small business owners and online influencers, offering them web hosting and marketing tools. Ambassadors share their success stories, emphasizing the importance of an online presence.

GoDaddy's brand ambassador program is a testament to the company's commitment to empowering entrepreneurs and small business owners on their digital journey. This initiative centers around collaborating with a diverse group of individuals, including small business owners, online influencers, and digital marketing experts, all chosen for their expertise and ability to inspire others to establish a strong online presence. 

A cornerstone of the program is GoDaddy's provision of essential tools, such as web hosting, domain registration, and digital marketing services, to its brand ambassadors. This empowers these ambassadors to not only talk the talk but walk the walk by creating and enhancing their online presence, effectively showcasing GoDaddy's commitment to supporting small businesses.

The heart of GoDaddy's brand ambassador program lies in storytelling. Ambassadors play a pivotal role in sharing their personal success stories, narrating their journeys from idea conception to launching and growing their online businesses. These narratives underscore the significance of a robust online presence and effective digital marketing strategies, serving as powerful testimonials to GoDaddy's services and support.

GoDaddy goes beyond mere endorsements, offering educational content and resources to both its brand ambassadors and their followers. This includes webinars, tutorials, articles, and a wealth of knowledge aimed at helping small businesses thrive in the digital landscape.


Why We Selected Them: ASOS' influencer program (they prefer to use the term influencer) focuses on fashion influencers who promote the brand's diverse and inclusive approach to style. The brand fosters a sense of belonging and self-expression among its audience.

How Their Program Works: ASOS collaborates with fashion bloggers, influencers, and content creators, providing them with exclusive fashion items. Ambassadors curate trendy looks and share them with their followers, encouraging individuality in fashion choices.

The selection process for ASOS influencers is meticulous. The company collaborates with influential fashion bloggers, social media personalities, and trendsetters who align with its brand values and target audience. These individuals are chosen for their ability to create visually compelling content and inspire fashion-forward audiences. 

One of the program's key components is the provision of exclusive access to ASOS products. Influencers often receive clothing, accessories, and beauty items, allowing them to curate stylish outfits and showcase the latest fashion trends from ASOS. This exclusive access ensures that ambassadors can authentically represent the brand's offerings.

ASOS' influencers play an active role in creating engaging and trendsetting content. They regularly share their fashion discoveries, style tips, and outfit inspirations with their followers on social media platforms and blogs. Their content not only showcases ASOS products but also serves as a source of fashion inspiration for their audience.

The program encourages ongoing engagement through collaborations and partnerships. ASOS influencers may participate in special events, product launches, and campaigns that strengthen their connection with the brand. They also play a role in shaping ASOS' fashion direction by providing feedback and insights.

Here’s how to join the ASOS influencer program.

A picture of ASOS brand ambassadors.

Brand Ambassador Programs Can Be a Powerful Tool

In a world where authenticity and trust are paramount, brand ambassador programs have emerged as a powerful tool for companies to connect with their audiences on a deeper level. Through our exploration of ten companies with diverse ambassador initiatives, it's evident that these programs extend far beyond mere endorsements. They embody the essence of authenticity, community, and shared values. 

Brand ambassadors serve as genuine advocates, bridging the gap between companies and their consumers. They bring a human touch to marketing, fostering connections that resonate far beyond traditional advertising efforts. Whether it's GoPro's adventure-driven program, TOMS' commitment to social impact, or ASOS' influencer-centric approach, each brand has harnessed the unique strengths of its ambassadors to create meaningful, trust-based relationships.

As you consider the possibilities of incorporating a brand ambassador program into your own marketing strategy, remember the key benefits: increased reach and engagement, enhanced credibility and trust, cost-effective marketing, authentic content creation, and community building. These programs offer the potential to transform customers into advocates and advocates into a vibrant, loyal community.

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