We teamed up with Timberland to launch their first-ever student ambassador (SA) program in target markets nationwide. Even during a global pandemic with in-person interactions largely limited, 20 ambassadors were tasked with representing the brand on their campus and driving awareness and product sales among the college audience.
After determining the ideal candidate profile to represent the Timberland brand, we found, recruited, and hired 20 diverse students with large social influence to join the 10-week program and become a Timberland Ambassador on their campus.
From Southern California to the Northeast, we placed a heavy emphasis on finding a diverse set of students for the program who have large social followings, on-brand content, and an outgoing personality with a passion for the brand.
Upon hiring, the ambassadors were trained on the Timberland brand, given dedicated limited time discount codes to share with verified students at their university, and a unique set of tasks during their 10-week ambassadorship, like surveys to distribute, product reviews to provide, and a student Sweepstakes to promote.
One of the key elements of any successful ambassador program is the creation of beautiful content that represents the brand and drives awareness. Through 400 program posts under the program hashtag #TimberlandOnCampus, the Timberland Ambassadors racked up significant engagement and impressions on their social media channels while also collecting survey responses, sweepstakes entries, and product reviews.
While actual program sales and other results are proprietary to Timberland, the ambassadors drove positive engagement and awareness of the brand.