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Ambassador Strategy
Maev's Ambassador Program turns real dog owners who already love the brand into an ongoing source of authentic content and word-of-mouth trust. Instead of one-off influencer posts, it's a structured, repeatable relationship. It is the right people, who are briefed in to know the brand, who are gifted product on a consistent cadence, and are then tracked for impact, so their content does double duty.
Our audience is our backbone. We are building community credibility while the most trusted customers are feeding Maev's broader content and paid strategy.
The Problem
Maev didn't have an ambassador program — it had a list of people who liked the brand and no repeatable way to turn that into anything. There was no sourcing criteria, no brief template, no gifting cadence, and no way to track whether any of it was working. Every relationship was a one-off.
The Approach
The program was built in four layers...
01
Sourcing & Vetting
Identified creators whose existing audience and content style matched Maev's two core personas (the Creative Aesthete and the Wellness Warrior), rather than chasing follower count alone.
02
Structure & Briefs
Created a repeatable brief template and gifting cadence so every ambassador relationship started from the same clear expectations — what the brand needed, what the creator got, and how success would be measured. Ambassadors were briefed to sound like themselves, not like a script — the same "intentional, health-conscious, city-living dog people" voice that runs through Maev's owned content, just filtered through each creator's own audience.
03
Incentives
Built a tiered structure so the relationship scaled with the content ambassadors created: personal subscription discounts climbing from 40% off at Bronze to 60% at Silver, 80% at Gold, and fully comped plus added exclusivity at Platinum, with cash incentives layered on top to keep ambassadors engaged and excited to keep sharing. The logic underneath it: authentic endorsement is the most cost-effective brand awareness Maev has.
04
Impact Tracking
Built the tracking system that turned "we sent someone a box of food" into a measurable result — down to individual posts, like a single TikTok generating $53K in EMV or an Instagram Reel generating $12K — so every relationship could be evaluated and the best ones scaled.
Success
A program that didn't exist a year prior became a repeatable system — and the companion Gifting Program built on this same foundation delivered the highest EMV ROI on the entire brand team in 2024. (→ see Gifting Program case study)
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