An effective brand ambassador programs blend customers, coworkers and influencers within the same room. Here, a small brief of our work in Good Rebels for IKEA Spain, where our Club de Embajadores provide de exclusive content, training and challenges to proactive and innovative community eager to build the brand experience with the brand itself.
3. ACQUIRED*
PAID
High control
Low credibility
EARNED
Low control
High credibilityIKEA media
Galaxy
* Earned through non-economic considerations or incentives.
Deliver the right message,
through the right messenger.
TV
Influencers
Fans
Social Paid
Media
Paid Influencers
Social conversation
Co-workers
OWNED Web In store
media
Social Media
channels
4. Network communications amplify impact value
2M
10M
15M
20M
BRAND
AMBASSADORS
POTENTIAL IMPACT
Sources: Nielsen, Millward-Brown, Crowdtap
Communications can be
designed to impact beyond the
Ambassador community by
creating content that triggers
co-creation,
community participation
or open discussion
“
”
5. IKEA Ambassadors
5
Why is the relationship and membership with ambassadors proposed by IKEA so special?
Sharing values, being themselves but understanding the way we want to work with them.
• We don’t pay to our influencers.
• We don’t work with exclusivity.
• We don’t purchase collaborations.
• We don’t control what they want to say about us.
• We believe in influence, not popularity.
• We think micro-influence is always first.
6. Co-workers, consumers
& influencers
The next level
of IKEA Family
IKEA: everyone, in the same room
Values, culture
and exclusive access