Wonder

Research Outline

Prepared for Natan M. | Delivered November 4, 2019

Ambassador Programs

Goals

To learn how leading companies use their communities to create different kinds of ambassador programs. To obtain case studies of the best ambassador programs and the steps companies do to create these communities and execute the program in order to plan an ambassador program.

Early Findings

YelpThis company recognizes active and helpful members of their community online and offline.
Membership is based on a variety of factors: well written reviews and useful tips. 
This group is called the Yelp Elite Squad. 
Each year, members re-nominate themselves to maintain their membership in the high-quality ambassador group. 
LululemonAs an athletic clothing brand, they have created their programs around "local influencers, elite athletes, and outstanding yoga instructors."
These personalities provide feedback on Lululemon's products and work together on various initiatives.
In order to maintain a good relationship with their ambassadors, they support philanthropic projects and initiatives.
Red BullTheir student ambassador program is dubbed the Wings Team. 
The aim here is to associate the brand with an exciting lifestyle and not just a drink. 
This team is able to reach Red Bull's immediate target audience and become a part of their daily routines.
They identify individuals that reflect the brand's identity: excitement and energy.