What do Disney, Chipotle, and Hollister have in common? Creator programs. Here are the five reasons why brand ambassador programs are the future of marketing success.
This post was originally written as one of our Insights emails. To learn more on how brands can better navigate the influencer space, sign up to Fohr CEO James Nord’s weekly email here.
In 2019 we at Fohr launched #SephoraSquad, the first program of its kind that hosted open applications for this ambassador program.
Selected #SephoraSquad members enter into a yearlong, paid partnership with Sephora; they work on a variety of campaigns and marketing initiatives throughout the year in partnership with the ambassador marketing platform Fohr.
We have been flattered, but not altogether surprised, to see these programs popping up more and more often. Most recently we have Disney’s Creator Lab, which will put 20 rising creators into a three-month program that includes weekly courses with topics like monetization, branding, and creativity. And, everyone will head to Disney World in January for a trip.
You might also be familiar with another program the team at Fohr is behind, Best Buy College Crew, which is targeted at college students across the country for a 5-month paid contract, peer and career coaching, and more.
The list goes on, Chipotle’s “Creator Class” on TikTok, the Hollister Brand Agents, The Bumble Beehive ...
Look, this is only the start of these creator/ambassador programs. The proverbial tip of the iceberg. As I mentioned in a previous email, the future of marketing success is predicated on your ability to inspire, guide and harness the conversations that your audience is having about your brand. While it is inconceivable to me that every strong brand in the world hasn’t started one of these programs yet, I am confident they will. Here's why:
I believe deep in the marrow of my bones that these programs are a big part of the future of influencer marketing and if you ever want to talk about it, and about how it could work for your brand, I would be very happy to take that call.
— Fohr CEO James Nord