NOOMA realised from the outset that the quickest and best way to acquire new customers was through community-led growth created by quality user-generated content (UGC) and social buzz.
Therefore, they set out to create a community of brand ambassadors - their Sweat Squad - who shared their values and were passionate about creating brand awareness through fun, educational content.
NOOMA wanted to curate an environment that was fun, upbeat, and engaging - as well as full of value for their ambassadors. They wanted to promote quality and reward high-performing brand ambassadors for their work through higher levels of partnership over time, allowing top ambassadors exclusive rewards and opportunities.
The Sweat Squad started through a Facebook group with manual tracking through Excel sheets and Google Docs, with the primary role of ambassadors being to hand out NOOMA drinks at fitness events.
The strategy worked for a time but was hard for NOOMA to maintain. It was primarily beneficial for the ambassadors, not the brand. With NOOMA seeing very little ROI, it wasn’t a cost-effective method.
NOOMA was finally able to achieve what they needed - a highly engaging, mutually beneficial relationship with their brand ambassadors.
Their ambassador marketing program launched on January 20, 2022, and by the end of their first month, they had nearly 200 ambassadors join. Their program continues growing, with ambassadors creating content that drives brand awareness and engagement.
NOOMA is experimenting with exclusive marketing tasks for ambassadors who are leaders in the fitness space.
Ambassadors who are highly engaged, as well as have a role such as fitness instructors, gym owners, or fitness experts are equipped with NOOMA freebie codes to pass out at events.
Any purchases made with a freebie code, rewards the ambassador with a commission. Through this method, NOOMA has seen its customer acquisition cost drop in comparison to paid online ads.
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