Brand Ambassador Programs

Adobe’s collaboration with Chloe Shih is the perfect example of: Influencer partnerships aren’t about quantity. They’re about quality of experience. Instead of flooding the internet with dozens of creators, Adobe focused on giving one creator — Chloe — the space to create deeply. They invited her to Adobe MAX, the brand’s biggest annual creative event, where she got hands-on access to Premiere Pro, Photoshop, and Illustrator’s newest features. This wasn’t a “shoot this, say that” kind of campaign. It was an experience-first partnership. Chloe explored, experimented, and then shared what she genuinely loved — turning her content into both a tutorial and a story. Here’s what we can learn from this: → Empower, don’t restrict. Give creators room to explore your brand, not just repeat it. → Depth builds credibility. One meaningful partnership beats ten surface-level shoutouts. → Experience drives authenticity. The best content doesn’t come from a brief — it comes from first-hand discovery. If you want creators to produce high-quality, authentic content, don’t overload them with requirements — immerse them in your world. Give them something real to experience, and they’ll give you something real to share. If your brand wants to build influencer campaigns that inspire creativity — not constrain it — click “Book an Appointment” on my profile. Let’s craft your next creator-first collaboration.

David's Bridal’s new commission-based ambassador program that Glossy announced exclusively today reflects a broader recalibration underway in creator marketing. By compensating creators, customers and store associates based on conversion rather than reach, the retailer is treating social content as a performance channel, held to the same standards as paid search or paid social. The structure formalizes behavior the company was already seeing organically. Long before the program launched, store associates were driving viral engagement on platforms like TikTok, including a San Antonio employee’s video featuring miniature wedding gowns made for Labubu dolls, which later became a sellable product. Under the new model, those employees now earn commission on social-driven sales, with content amplified based on results rather than follower count or role. This shift signals a narrowing definition of value in influencer marketing going into 2026 as budgets tighten and accountability rises. Commission-based models won’t suit every brand or creator, but they point to a future in which influence must demonstrate a clear line, from attention to revenue. In reporting this piece, I spoke with Lisa Horton, chief communications and creative officer at David’s Bridal who dug into how the new program will work. https://lnkd.in/euMB8Vf7

Here’s how I’d build a college athlete ambassador program for rhode skin from scratch. (I’ve run over 10,000 college athlete deals for brands like Nike, GoPuff, Dr. Squatch and more) Rhode already owns skincare culture. But what's next? The beauty influencer market is completely saturated. Everyone sounds the same and every brand is fighting for the same influencers. The white space isn't more beauty influencers. It’s trendsetters on campus, college athletes. Working with college athletes gives Rhode a lane most beauty brands haven't touched (yet). Here’s exactly how I’d build it: 1. Seed female athletes with a low risk "Starter Deal" Ask for 1 TikTok or IG Reels, athlete’s choice. Offer a small flat fee ($50) plus CPM ($10 per 1k views) to incentivize viral content. Capture rights to all content created upfront. Give athletes who opt in 3 weeks to post. 2. Make the "Starter Deal" so simple I'd hold off sharing any multi-page briefs with this first batch of athletes. Lead with context, not control. Beauty influencers follow briefs because that’s their job. Athletes are different. Let them show their routine with Rhode whenever it naturally happens - before lift, after practice, post shower, travel day, game day. It will feel like exclusive access no other influencer can provide. 3. Turn all videos into an ads testing lab Spark the top performing TikTok videos and boost the best IG Reels. Athlete UGC always beats branded content, especially for wellness products. No other influencer can start their video saying, “As a D1 athlete…” That line alone outperforms most influencer copy because it carries real, natural authority. Test everything and double down on the content that converts. 4. Keep the flywheel running Lock in the top 20% on paid retainers so you can tap them for big moments, seasonal drops and retail launches all year. Everyone else gets a clear path to level up. If they post, they get another shipment. If they crush it, they move to a monthly retainer. Keep momentum compounding month after month. 5. Lean into teammate gifting Influencers have followers. Athletes have locker rooms. If your girl is in her twenties, surprising your whole team with Rhode is instant social currency. Offer to flood your top performer’s locker room with Rhode. You make your athlete ambassador a hero for hooking up their team. And you get “surprise gifting” content that’s always electric. 6. Build local Sephora moments around every college town Athletes have hyper local followings no other influencer can match. Get groups of teammates to do a "trip to Sephora” together. Film the haul in the car. Then the routine back at the dorm. Run a quarterly Sephora Blitz so Rhode shows up where student athletes already live their lives, online and IRL, at the same time. This is how Rhode becomes the most talked about skincare brand on college campuses in 2026. Nick Vlahos, if you want to take over college campuses next year, let’s get to work!

MOST BRANDS GET CREATOR PARTNERSHIPS WRONG. I’ve worked with over two dozen brands across B2B and B2C, from Snapchat and Facebook to Hertz, DocuSign, and Nationwide, but very few relationships look like this. As a creator (dare I say “influencer”), where I’ve seen many brands get it wrong is the pay-to-play model. They pay for a post or two, the campaign runs its course, the check clears, and the creator never talks about the brand again. Adobe Express is built different. They don’t just pay for one-off posts, they build ambassadors. In The End of Marketing, I wrote about Adobe's influencer program as setting the bar for creator partnerships, and seven years later, I’m still rocking with them. Beyond the work, what stands out is the community. Adobe Max is a perfect example, flying creators in from all over the world and turning online connections into real relationships. More brands should study how Adobe does creator partnerships. #AdobeAmbassadors #Ad #MyAdobeAmbassadorStory

Taylor Swift built the ambassador program every community dreams about. No formal titles. No scripts. Just millions of movement advocates who show up, self-organize, and spread the story because it feels like theirs. As I have been building The Nonprofit Hive and now helping other communities replicate our success via Community Hives, I have been looking deeply at what has WORKED. And the recent hype leading up to Taylor's album made me realize I've been following an already established (and brilliant) playbook. Community builders, we can take notes (without the millions in marketing...) What the “Swiftie Model” gets right: - Micro > Mega. It’s not about one celebrity cosign—it’s about thousands of trusted, local voices. - Rituals that scale. Friendship bracelets, outfit themes, easter eggs—small, repeatable touchpoints that make people feel like they belong. - Co-creation over control. Fans don’t parrot official copy; they remix it in their own words. That authenticity is the algorithm’s cheat code. So how do you translate that to your ambassador program?? 1. Spot your natural champions (3–5 to start). Look for the folks already making intros, talking about you unprompted, or quietly forwarding your newsletter to ten friends. (You probably know their names already.) 2. Offer tracks, not a template. Big-loud extroverts? Hand them stories and reels to riff on. Thoughtful introverts? Invite Google reviews, quotes, and behind-the-scenes boosts. Different doors in; same house of values. 3. Give autonomy + a light scaffold. Provide a simple toolkit (shareable graphics, 3–5 talking points, do/don’t word list), then let them speak in their voice. Authentic beats on-brand-but-bland every time. 4. Create tiny rituals. Monthly “ambassador huddle,” a WhatsApp thread, or a simple Thursday shout-out rhythm—regular touchpoints that say you belong here. 5. Lower the barrier + timebox the ask. Clear expectations, small commitments, and a 6–12 month term with an opt-in to renew. Sustainability > heroics. 6. Assign an owner. This doesn’t need a FTE. But someone should send the monthly update, host the hour-long check-in, and keep the vibe warm. 7. Be okay with “imperfect” mentions. Control is comforting, but community is powerful. A chorus of real voices will out-carry one pristine press release—especially when you’re countering misinformation. Belonging fuels generosity—and people love to champion the places where they feel seen. Shoutout to OUR amazing community (because you have all helped build something amazing.) #community #champions

Dear Brand Managers, it’s time to ditch vanity metrics and demand real results from your influencer partnerships. In today's data-driven world, likes and followers are no longer a measure of success. If an influencer can’t clearly articulate the tangible results they’ll deliver—whether it's impressions, conversions, or engagement—you’re simply not maximizing your marketing spend. Vanity metrics may look good on the surface, but they don't drive ROI. How do you ensure your brand benefits from a collaboration? By focusing on influencers who - understand value beyond visibility, - are able to go the extra mile to help your brand achieve the results you seek. Here are some things to note when engaging Influencers: ♣️ Set Clear Objectives: Define what success looks like for your campaign. Is it increased awareness, higher engagement, or driving sales? ONLY choose influencers whose strengths align with those objectives. Don't rush when selecting them, take your time and sift the wheat from the chaff. ♣️ Evaluate Audience Fit: It's more than just the numbers—it’s about the right audience. An influencer with fewer followers but stronger engagement with your target demographic will provide more value than a mega influencer who reaches the wrong crowd. Don't go for the Influencers with the biggest audience, dive into their content and check their audience interaction, tone of voice, how they speak, measure it vis-a-vis your objectives. ♣️ Ask for Performance Data: Influencers should be able to provide insights on previous campaigns, including engagement rates, reach, and conversions. If they can’t, that’s a red flag. The least they should be able to provide is a media kit dating at least 6 months. ♣️ Demand Accountability: Make performance part of the deal. Ask for detailed reports throughout the campaign, showing real metrics that matter—like click-through rates, traffic, or sales (but only when these have been agreed before-hand and you yourself have put the structure in place to track these). Most Influencers now have a rep who shows up for them, if they don't know how to do it, have a template you can share. Trust me, you'll be speaking over the heads of some of them if you don't have an example to share with them. ♣️ Prioritize Long-Term Partnerships: Did you read my post on Influencers being human? Building relationships with influencers who deliver consistent results is more beneficial than one-off campaigns. When influencers understand your brand, they’ll create more authentic and impactful content. Brands that partner with influencers based on meaningful metrics—like engagement, audience alignment, and conversions—see better returns on their investment. #InfluencerMarketing #BrandStrategy #ROI #ResultsDrivenMarketing #KPIs #DigitalMarketing #MarketingLeadership #VanityMetrics #InfluencerPartnerships #BrandManager #MarketingTips #ThoughtLeadership #PerformanceMarketing

I fixed a mistake I was making in our influencer program – and one creator’s reach jumped 114% while engagements grew 60+%. When I joined Aligned, the influencer program already had proof-of-concept: a few creators, one big hitter. We decided to scale. But I made a mistake: I overindexed on “authenticity.” My editing pen was light because I didn’t want to kill their voice. (I mean, they grew their audience to this size for a reason, right?!) Then our new Head of Influencers snapped me out of it (can’t wait to properly intro them soon!). Always hire people way smarter than you – that’s the real hack. ;) What we changed (and why it worked): 1️⃣ Give Post Format Templates ↳ We now share proven structures that consistently perform with our audience. ↳ The creator’s voice stays, but framed in a way that works. 2️⃣ Ask Probing Questions Instead of saying “write about X,” we dig deeper: ↳ What’s the most tactical thing you’ve tried lately? ↳ What was a recent ‘aha’ moment with a buyer? ↳ What specific stats have you seen? (Higher win rate, exceeding quota multiple quarters, highest deal size, etc.) -- This sparks sharper, more specific content. It also helps with data credibility to anchor against. 3️⃣ Stick to Our Core Content Principles ↳ Be highly tactical + deep, not fluffy or preachy. (The biggest switch!) ↳ Help AEs crush their quotas and win more. ↳ Stay relatable + engaging. -- This meant pushing past the “sales hot take” style posts into content that actually teaches something and builds trust. 4️⃣ Heavier Collaborative Editing ↳ We review together. Push back. Reframe. Sharpen headlines. Add receipts. ↳ Make sure it’s tactical, engaging, and saves a rep’s scroll. It’s not policing their voice — it’s coaching for impact. The result? Posts that drive better reach, engagement, and for creators on performance contracts — more $$ in their pocket. Authenticity stayed intact. Creators and the brand win bigger. It's all about how it's framed. If you’re running influencer programs — would you keep edits light to protect authenticity, or heavy to help creators win more? Curious where you land 👇 .

One thing I’d never done before—but am doing now: 1:1 interviews with influencers. And let me tell you, it’s been a game-changer. Most brands rely on data and assumptions to guide their strategy. That was us until recently. But here’s what we realized—if we want to build authentic, impactful partnerships, we need to talk directly to the people behind the content. So this month, we set up 1:1 calls with influencers on our roster. These calls aren’t about the next piece of content—they’re about understanding their needs and improving our program overall. During one of these calls, an influencer said something that really stuck with me: “It’s the first time a brand has asked me to jump on one of these calls. You’re ahead just by doing them.” These 1:1 interviews have opened our eyes to: → What influencers value most in collaborations → The challenges they face that data can’t reveal → How we can tailor our approach to make partnerships more meaningful If I’ve learned one thing from managing over 150+ campaigns this year, it’s that influencer marketing is all about relationships. So if you’re managing an influencer program, don’t just rely on the metrics. Set up a call. Have the conversation. The only way to truly improve is to listen and learn directly from those on the front lines.

Micro-Influencer Swarms, B2B Relevance, and a Lesson Learned I recently came across a piece on micro-ambassador swarms, and it struck a familiar chord. Years ago at HP, I led a program where we seeded high-performance consumer laptops with trusted tech influencers. No elaborate briefs. No forced messaging. Just one request ... use the laptop as you usually would and share your experience. What happened next proved the value of this approach. We saw authentic content that showcased laptops in real-world scenarios, such as traveling, creating, working remotely, and using them in class. The influencers brought the product into their lives, and their audiences responded enthusiastically through positive comments, questions, and more. Engagement was strong because the content felt real. Not a campaign. A kind of conversation with the audience. Then we took it a step further. I encouraged those same influencers to run giveaways, to create their own contests, and reward their readers. That personal twist made the content even more compelling. It built trust and goodwill, not just reach. Now, that type of initiative has a label in the consumer world: micro-influencer swarm. But the idea is simple. Empower a group of relevant voices, give them the freedom to create, and coordinate just enough to scale results without losing authenticity. It works in the consumer market, but it’s equally powerful in B2B. B2B buyers are content consumers too. They learn from peers. They watch. They listen. And when you insert your product or platform into the right conversations, with the right creators, it resonates. This isn’t about hype. It’s about trust, relevance, and credibility. And if done right, it builds a library of content that performs far beyond what paid media can deliver. That content library remains online for a long time. If you’re in B2B and not considering influence at scale across micro voices in your ecosystem, you’re likely leaving value on the table.

⚓ Revolutionizing Influencer Campaigns: A Cruise Line Strategy for 2025 The cruise industry is no stranger to influencer marketing, but what if we pushed the boundaries in ways this industry has never seen before? As we plan for 2025, it’s time to rethink how cruise lines leverage influencers—not just to sell cabins but to create a movement. Here’s the bold, out-of-the-box strategy I propose: 1. Turn Influencers into Mini-Brand Ambassadors (with Ownership) Why settle for a one-off post when you can create a long-term partnership? Identify influencers who align with your brand values and make them part of your journey—literally. Offer them co-branded experiences (think: their own themed sailings), exclusive content creation labs onboard, or even revenue-sharing opportunities tied to bookings. Give them ownership in your success. 2. Host a "Cruise Creator Camp" Onboard Imagine a week-long voyage exclusively for content creators, complete with behind-the-scenes access to the ship’s operations, masterclasses in storytelling, and opportunities to collaborate with your executive team. Let them document it all. The result? A tidal wave of authentic, high-quality content hitting every major platform simultaneously. 3. Influencers as "Experience Designers" Let your influencers help co-create onboard activities tailored to their niche audiences. A fitness influencer could design a wellness retreat at sea. A foodie? Curate a series of pop-up dining experiences. This isn't just marketing—it’s personalization that drives deeper connections and long-term loyalty. 4. Push the Boundaries of Tech Dive headfirst into VR and AR experiences. Partner with tech-savvy influencers to develop immersive campaigns—such as an interactive, 360° virtual tour of your ship that lives on social media. It’s not just about showing the product anymore; it’s about letting potential cruisers feel it before they book. 5. Go Viral with TikTok Challenges (But Do It Differently) Forget generic dance trends. Create a high-stakes challenge: the ultimate scavenger hunt spanning multiple cruise destinations, with influencers documenting each leg. Winners? VIP cruise experiences, giving them more content to share while showcasing the product in action. 6. Bring the Crew into the Spotlight People love authentic stories. Pair influencers with your crew to share the human side of cruising—the chef’s secret recipe, the cruise director’s top tips, or the engineer’s insight into how the ship runs. These unscripted, raw moments can create a massive emotional connection with the audience. This isn’t about more sponsored posts or quick wins—it’s about fundamentally changing the way the cruise industry engages with influencers. It’s about creating partnerships that are authentic, dynamic, and impossible to ignore. What do you think? Are you cruise lines ready to rewrite the rules?