Influencer marketing is much more than celebrity endorsements. In fact, brands can activate the power of everyday people via loyalty programs like brand ambassador programs. Carefully recruited ambassadors have engaged and loyal followings of their own, thanks to the content they produce and share on social media.

Any business that understands the power of word-of-mouth marketing should leverage the loyalty of its top customers. Below, we zero in on a huge segment of the population: dog owners. The majority of Americans have at least one pet, representing millions of potential customers for pet-focused brands. These companies want customers’ help, whether by word of mouth or social media, in promoting their business and products. In return, they reward ambassadors with incentives such as freebies, discounts, and other exclusive perks. 

Keep reading to learn how five dog-centric businesses use ambassador programs to boost their marketing efforts. Also, discover how a brand ambassador management platform like BrandChamp can help your company do the same.

What are Brand Ambassador Programs?

Let’s start with a brief overview of brand ambassador programs. While they can take many forms, ultimately they connect with and reward customers for promoting products or services. These programs can operate through social media, word of mouth, and even in person. For tips on how to build an amazing program, check out our free eBook.

Why Would Your Customers Want to Become Brand Ambassadors?

First of all, your top customers are already acting as your brand ambassadors without even knowing it! As you can probably relate to, when people discover a great new product, they talk about it! So, why not reward them for being your biggest cheerleaders? Other than supporting a brand they love, there are many reasons customers would want to become your brand ambassadors. Here are just a few:

  • Build relationships with other people: Customers often become ambassadors to form relationships. They want to connect with others who share the same interests and values.
  • Gain access to exclusive content or deals: Many ambassador programs offer exclusive perks, such as early access to products, discounts, or free items. Perks are a great incentive for customers to promote your business.
  • Feel like they’re part of something bigger: Customers typically want to feel like they’re a part of something bigger than themselves. Becoming a brand ambassador can give them this feeling and help them build a sense of community around the things they care about most.
  • Generate fresh content for their channels to boost engagement: Often, customers also promote your business for personal gain. They may use their content to build or engage with an audience on social media platforms like Instagram and Facebook.
  • Get featured: Some ambassador programs allow ambassadors to feature on the company’s website or social media channels. It is an excellent way for customers to show off their work and help promote the business.

Now that we’ve covered the basics of brand ambassador programs, let’s look at some great examples that cater to man’s best friend!


Bullibone makes natural-flavored nylon dog bones free of harmful chemicals or preservatives. They are made to withstand the most aggressive chewers and come in several flavors, such as bacon, beef, or peanut butter.

Ambassador Program Overview

Customers first need to apply to become a Bullibone ambassador. They’ll receive a code to share with others if they’re accepted. Then, every time someone uses their code to make a purchase, they’ll get a 20% commission off their order.

Additional benefits of becoming a Bullibone ambassador include:

  • Exclusive discounts and offers from Bullibone
  • The chance to get featured on the Bullibone website
  • Merchandise and swag from Bullibone
  • Exclusive products for ambassadors

Who Can Apply

An Instagram account is the only requirement to become a Bullibone Ambassador. With an Instagram account, anyone can build their social influence and receive exclusive discounts, product releases, commission opportunities, and more.

You can find information on the Bullibone ambassador program through the link here.

Example Content

@maxthemaltizu Instagram post
Photo: @maxthemaltizu

The Foggy Dog

The Foggy Dog makes high-quality dog beds and accessories using the finest materials, with products designed to be highly comfortable for dogs. Accessories range from collars and leashes to bow ties and lady bows. All of Foggy Dog’s products are made in the USA.

Ambassador Program Overview

The Foggy Dog has a four-step ambassador program that follows the following framework:

  • Apply: Interested individuals can apply to become an ambassador.
  • Share: After acceptance into the ambassador program, they receive special 10% affiliate codes to use in their own social media posts.
  • Earn: They begin promoting the brand and sharing code usage with friends, family, or other dog lovers. Each time someone purchases with their code, the ambassador will receive 10% store credit.
  • Go Shopping: Once ambassadors collect enough credit, they can shop on the Foggy Dog site and enjoy the discounted prices.

Who Can Apply

There are only a few requirements to become a Foggy Dog ambassador. Ambassadors must be 18 years or older, have an active Instagram account (250+ followers & 3+ posts per week), and love dogs.

Although Foggy Dog requirements are minimal, they’ll accept ambassadors based on the quality of their posts and how well they engage with the Foggy Dog community.

You can find information on the Foggy Dog ambassador program through the link here.

Example Content

@laurenandpenny instagram post
Photo: @laurenandpenny


Wufers is a natural dog treat company that creates delicious and healthy treats for dogs. They use human-grade ingredients in all of their products to ensure that pups are getting the best. Each treat is beautifully packaged and makes a great gift.

Ambassador Program Overview

Wufers offers a three-step ambassador program that includes:

  • Apply: Interested individuals can apply to become a Wufers brand ambassador.
  • Share: Once accepted into the program, they’ll receive their personalized code for friends, family, and other pet lovers to use for purchases. 
  • Earn: Each time someone uses the affiliate link for a purchase, the ambassador earns a 10% commission on all sales made.

Who Can Apply

To become a Wufers ambassador, someone must be 18 years or older, have an active Instagram account (or other social media), have a PayPal account, and live in Canada or the United States.

Wufers is looking for people who are passionate about their products and will represent them in a positive light. They’ll accept ambassadors on a case-by-case basis, so people must make sure to submit their best work when applying.

You can find information on the Wufers ambassador program on their website.

Example Content

@teddythecavking instagram post
Photo: @teddythecavking

Primal Pet Foods

Primal Pet Foods is a company that makes dog food with simple, high-quality ingredients. They use ethically sourced meats and sustainable farming practices to create the most nutritious products for dogs.

Products range from:

  • Balanced Bowls: Primal pet foods offer a variety of complete and balanced meals formulated to meet any dog’s nutritional needs.
  • Hydrators: Hydrators add moisture and essential vitamins and minerals back into a dog’s diet.
  • Treats: Primal pet foods sell a range of treats made with the same simple, high-quality ingredients as their main meal food.

Ambassador Program Overview

The Primal program seeks to gain two things from its brand ambassadors. These are:

  • Reviews: As Primal Pet Foods ambassadors, they receive products in exchange for an honest review on channels such as their blog, YouTube, or Instagram.
  • Engagement: The second goal of the ambassador program is to create engaging content around the brand and its products. This content could include posts about how much their dog loves the food, recipes that are easy to make with Primal ingredients, or fantastic photography showing their pup eating a Primal dinner.

In exchange for these two activities, Primal ambassadors receive:

  • Products: Ambassadors can receive up to 10 Primal products per month.
  • Clothing: Ambassadors can receive Primal merch and accessories each month.
  • Featured Content: As a Primal ambassador, their content may appear on the Primal Pet Foods website, blog, and social media platforms.

Who Can Apply

To be a Primal Pet Foods ambassador, someone must reside in the United States or Canada.

Primal looks for individuals who embody some of the Primal brand values: Passion, Honesty, Inclusivity, and Fun. If customers feel like they can represent these values well, they shouldn’t hesitate to apply.

You can find more information on the Primal Pet Foods ambassador program via their website.

Example Content

@doberman_karl instagram post
Photo: @doberman_karl

Paw-Berries Bandanas

Paw-Berries is a company that makes bandanas for dogs. They have a wide range of designs, each made from high-quality fabric.

Products ranges include:

  • Bandanas: Paw-Berries has a large selection of bandanas that are perfect for every occasion.
  • Hats: Hats are the ideal way to keep a pup’s head warm in the winter months.
  • Masks: Keep any dog’s face free of dirt and debris with a Paw-Berries mask.
  • Shirts: Shirts are perfect for summer days when a dog needs a little extra coverage.
  • Buffs: Buffs are the ideal solution for a dog’s neck during those warmer days.

Ambassador Program Overview

Paw-Berries has a four-step ambassador program. The steps are:

  • Apply: The first step is to apply to become an ambassador.
  • Create Social Media Engagement: The second step of the program is to create engaging content around the brand and its products. This content could include posts about how much their dog loves wearing bandanas, photos with different designs showing off the quality of the fabric used by Paw-Berries, or creative ways to use these bandanas outside.
  • Commission: Ambassadors receive a 10% store credit commission on all bandana and apparel sales from their social media channels.
  • Shop: Once they’ve collected enough commission, they can go to the Paw-Berries shop and use their funds to purchase any products they need.

Who Can Apply

To become an ambassador for Paw-Berries, someone must be older than 16 and reside in the United States. They’ll also need an active Instagram account with 200+ followers and 3+ posts per week. Finally, they’ll have to follow and like the Paw-Berries Instagram account.

To secure their spot in the ambassador program, the customer should create engaging content that follows the brand’s values.

You can find more information on the Paw-Berries Bandanas ambassador program through the link here.

Example Content

@kenny_and_dolly_the_doodle_duo instagram post
Photo: @kenny_and_dolly_the_doodle_duo

Use BrandChamp to Launch Your Ambassador Program

The BrandChamp brand ambassador management platform helps you create and launch your brand ambassador programs. It lets brands manage their ambassadors, select tasks they want to be completed, and reward them for bringing value back to the brand.

How Does It Work?

It’s simple: once you have registered for an account and created a campaign, you’ll be able to invite your ambassadors. They will then need to complete the registration process and agree to the terms and conditions of being an ambassador.

Once they’re registered, your ambassadors can log in to their dashboard and see all of the tasks you have assigned to them. These tasks could include creating social media content, providing customer feedback, or hosting events.

As they complete these tasks, they will earn points to exchange for rewards such as products, clothing, or exclusive experiences that you choose.

Why Should You Create an Ambassador Program?

Creating a brand ambassador program is one of the best ways to increase your brand exposure. These ambassadors become known as trusted sources for information about your business, and they’ll work hard to promote you on their social media channels, in person, or through other marketing methods.

Customers are more likely to trust an ambassador than an advertisement, so it’s a great way to build loyalty and increase sales.

Benefits of Using BrandChamp

BrandChamp offers many benefits for businesses looking to create and launch an ambassador program, including:

  • Increased sales from referrals: Brand ambassadors are more likely to refer their friends and family members to your business, leading to an increase in sales.
  • Improved customer loyalty: Brand ambassador programs help improve customer loyalty by giving them a better understanding of what your company represents and how it functions.
  • Increased brand exposure: Through word-of-mouth marketing and the content ambassadors create, your brand will appear before new audiences.
  • Social proof: Ambassadors can help create social proof for your brand by providing positive feedback about your products and services.
  • Better customer experience: Customers are more likely to trust an ambassador than a salesperson or advertisement, so brand ambassadors working on your side can create better customer experiences.


Brand ambassador programs can be an incredibly beneficial way of building relationships between brands and their customers, but only if they’re done right. The most successful campaigns are those where both parties benefit from each other’s expertise.

Would you like more information on our brand ambassador management platform, including how we can help grow your business through effective social media marketing? Get in touch with us today.