An ambassador programme built to feed paid ads

Elandr had a community that cared but no way to convert it. We recruited 53 ambassadors on a tiered incentive model and fed the winning content back into Meta as partnership ads.

48%

Lower CPA in creator ads

14x

Growth in monthly ambassador revenue

Client

Elandr

Industry

Sportswear & Activewear

Platforms

An Ambassador Programme Built for Output, Not Roster Size

Overview: Elandr Sport had the thing most brands can't manufacture a community that genuinely cared. What they didn't have was a way to turn that affinity into a dependable channel. Creator activity was ad-hoc, and none of it was feeding the ad account in any structured way. The raw material was there; the system wasn't.

Challenge: Elandr needed two things at once a steady supply of authentic creator content, and creative that could actually carry paid performance without hiring an in-house team to run either. Ambassador activity, where it happened, was unmanaged and disconnected from the ad account.

The approach

We built the programme around a single principle: optimise for producers, not roster size.

Most ambassador schemes chase sign-ups hundreds of low-output affiliates who post once and disappear. We designed the incentive structure first, then recruited against it:

A tiered fixed + performance model, engineered so the reward scaled with output. Ambassadors who produced more and produced content that travelled earned more. The structure did the filtering.

A 53-member community, vetted for fit and output potential rather than follower count. Managed end to end briefing, content pipeline, revisions and payouts so Elandr's team never touched the admin.

A content-to-ads loop. The winning organic content didn't just sit on ambassador handles. It went into Meta as partnership ads, running from the creators' accounts where trust is higher and cost per acquisition is lower.

That last step is the difference between an ambassador programme and a performance ambassador programme. The roster produces the volume; the loop turns the best of it into paid efficiency.

The results

The programme produced 310 pieces of creator content, delivering 2.1 M impressions and 550k reach a content engine running every month without Elandr lifting a finger.

On sales, the compounding showed early. Ambassador-driven revenue grew 14x from the programme's opening month to its peak, on a £142 average order value the tiered model doing exactly what it was designed to do as the top producers found their rhythm.

But the number that matters most is efficiency. Inside Elandr's ad account, campaigns built on ambassador creative ran at a £35 CPA against a £67 account-wide average, 48% cheaper acquisition on the ads carrying our content.

Beyond the feed — an IRL brand moment

The programme wasn't confined to a screen. We sponsored a netball tournament and entered a team of Elandr's top ambassadors to play — product on court, in competition, in front of thousands of engaged fans rather than staged for a camera.

The activation produced 150 pieces of content in a single weekend, capturing honest reactions and first-hand insight alongside the competitive footage. Across that week, acquisition costs fell account-wide on Meta — the clearest signal we had that a live brand moment feeds paid performance, not just the feed.

It also delivered a pipeline of aligned creators for the roster, and a set of narrative angles the programme could scale long after the whistle went.