L.L.Bean Student Ambassador Program

For four consecutive years, we’ve teamed up with long-time partners L.L.Bean to create and execute semester-long Student Ambassador (SA) programs with goals to drive brand awareness, education, and product sales to college students in target markets. Over the four years and five individual programs, over 100 students have represented L.L.Bean on their campus, created beautiful content, and brought friends and classmates together through a shared love of the outdoors.

#LLBeanStudents SA Content

About the L.L.Bean Students

Each semester, we hand-pick on-brand and diverse individuals through a rigorous recruiting and interview process to build our team of SAs. From there, students are onboarded and trained on the brand and program tasks before we set them loose to create content, distribute premiums and coupons, and share important messaging with their communities.

Before the very first program kicked off in the Summer of 2017, we held an immersive training program on the brand’s flagship campus in Freeport, Maine that included content planning and strategy to arm the student ambassadors with extensive knowledge of the brand. Students also got to experience the outdoors right in L.L.Bean’s backyard and participate in team bonding activities before heading back to campus.

A Blend of Digital + In-Person

Throughout each semester, SAs were tasked with weekly social media posts following a carefully created content calendar along with tasks to meet other brand goals, like distributing coupons, handing out premiums, sharing surveys, promoting giveaways, and more. This blend of in-person and digital efforts helps the program reach a wide audience on campus while engaging the student body in unique ways to build awareness and loyalty.

In 2020 during the Covid-19 pandemic, the program took a mainly digital form, adding social media giveaways and mental health messaging to the arsenal of engagement tactics the SAs had to distribute through their networks on campus.

Award-Winning Results

Each of the five semesters running this program has exceeded expectations for the brand, driving impressive engagement, impressions, and distribution on campus. The SAs have created beautiful content (some content even shared on the @llbean account), driven awareness and education, and all-around helped build the brand and product sales among college consumers.

In 2018 and 2019, the SAs even supported the pre-promotion of the Fall Mobile Selling Tour, which visited campuses across the Northeast to sell and promote L.L.Bean products to college students, and in 2019, the combination of SAs with the Mobile Selling Tour took home an Ex Award and a PRO Award in the GenZ category.