I created and implemented the Bonfire Brand Ambassador Program: a program built with the intent of harnessing the power of Creators to share the story of the Bonfire brand.
Bonfire's community is the backbone of the company. I knew that we would benefit from creating an ambassador program. In late 2021, I decided to do the research and figure out how to build out this program and what success would look like.
By spring of 2022, we launched the first ever Bonfire Brand Ambassador Program with around 10 ambassadors. To kick off our Ambassador Program, we selected Bonfire Sellers who embody the very best of what a Bonfire Seller could be. These folks have been Sellers on Bonfire for a while now and know the ins and outs of running a successful Bonfire store – they do it all super well and have an absolute blast! The hope is that the Brand Ambassadors can lead the way for newer creators and Sellers who are launching on Bonfire.
Challenges
Building anything from the ground up comes with many challenges. Fortunately, the concept of ambassador programs is tried and true and many people have taken on some form of one. I was able to do extensive research into the different approaches.
I found Bonfire to be at an advantage when it came to finding people who wanted to represent Bonfire, because we have always been such a community focused brand. It felt very natural to have people officially represent us, because many of them already were!
I found Bonfire to be at an advantage when it came to finding people who wanted to represent Bonfire, because we have always been such a community focused brand. It felt very natural to have people officially represent us, because many of them already were!
An ongoing challenge is definitely more internal focused. Finding the best ways to utilize the Brand Ambassadors to our advantage when running with projects or larger initiatives isn't always easy. It's important to make sure to keep them top of mind so we can benefit from eachother!
Our Bonfire Brand Ambassadors are huge fans of Bonfire and are perfectly in sync with the values that drive us. They believe in the goodness of people and the power of community. They believe in coming together to enact positive change. And they believe that selling great merch is a fantastic way to raise funds, spread awareness, and share hope. Each of them will be featured on our Brand Ambassador Page along with a link to their campaign or store.
There are now about 30 Ambassadors who represent Bonfire and are voice for us out in the world. They work with the Bonfire team, have access to coaching sessions from Bonfire experts, have opportunities to provide feedback and suggest new product additions, receive exclusive gifts, and so much more.