Herbaland's Ambassador Program Attracts New Customers And Boosts Brand Awareness

Overview

In-depth analytics, targeted emails, the ability to tag influencers, and other features — all at a competitive price — convinced Canada’s largest nutritional gummy manufacturer that BrandChamp was the right platform to manage their ambassador program.

Based in British Columbia, vegan and eco-friendly Herbaland exports more than 40 million bottles of gummy vitamins a year.

Initially starting in 2009 as a private label, the founders took center stage when they officially launched the Herbaland brand in 2017. Since then, they’ve dramatically expanded their market and catalog. Herbaland products now include vitamins, supplements, fitness products, beauty products, and even candy — all sugar-, gluten- and allergen-free.

A Fast Expanding Brand

Busy Siona Baldwin not only manages the brand’s Ambassador Program but its influencer program, social
media, and parts of its charity initiatives too.

With so much on her plate, BrandChamp has been a lifesaver as the brand’s product line, customer base, influencers, and enthusiastic pool of ambassadors continue to grow.

“We target the 25-40 demographic, but we’re trying to expand more into older demographics as well,” Siona says.

BrandChamp Helps Fill Many Needs

Siona says that, at first, Herbaland’s ambassador program grew through social media, with gummy lovers messaging the brand’s Instagram account to get involved. However, it was a time-consuming manual operation.

“They were reaching out to us through Instagram, and then I believe we got enough people interested in saying, ‘Hey, we need a platform to manage this now, we can’t do this manually, we need something to help us. So we started with BrandChamp in 2019,” says Siona, who adds that newsletters and social media help recruit most ambassadors.

Sharing, Caring, Converting!

BrandChamp continues to help the natural gummy maker raise brand awareness and cultivate stronger relationships with ambassadors.

“We’ve seen a significant increase in our brand awareness and more customers,” she says. “Brand ambassadors are sharing information with their family and friends and converting those people into customers. And we’ve seen that through discount code usage and the referrals.”

BrandChamp also facilitated the strategic launch and expansion of Herbaland’s Facebook groups, reinforcing the company’s core value — Community. “It means a lot to us to bring people together and build those relationships,” she adds.

“We’ve seen a significant increase in our brand awareness and more customers.”

Siona Baldwin, Marketing Assistant

The Advantages of Tagging ‘n Targeting

“A big plus for us is that BrandChamp can help us to promote our new product launches,” says Siona, who pinpoints two BrandChamp benefits that have helped Herbaland cultivate ambassadors and sharpen its marketing — ‘tagging’ and targeted emails.

“One of the things that I like the most is the way we can tag influencers, because like I’ve mentioned, we have a variety of demographics, and we hit a lot of different things,” Siona says. “We can now pinpoint certain activities with specific brand ambassador tags, then create campaigns tailored to their interests.”

BrandChamp’s platform provides a tagging mechanism that empowers ambassador program managers like Siona to:

• Email targeted groups of ambassadors
• Offer rewards to select ‘targeted’ ambassadors
• Create tiered commission structures, so clients like Herbaland can segment their base and give tagged ambassadors different commissions,
• Much more

“One of the things that I like the most is the way we can tag influencers.”

Siona Baldwin, Marketing Assistant

“I can send emails to everyone across the BrandChamp platform, or I can target specific ambassadors with certain tags,” she explains, adding, “For example, one of the products we launched this year was Calm Naturally, which is a self-care product. I was able to email people interested in self-care and mental health. So, BrandChamp’s email feature helps us find the right people and the right demographics.”

“A big plus for us is that BrandChamp can help us to promote our new product launches.”

Siona Baldwin, Marketing Assistant

“The email feature helps us find the right people and the right demographics.”

Siona Baldwin, Marketing Assistant

Keep on Trackin’

BrandChamp’s in-depth metrics help Siona and her team determine what’s generating sales and interest among ambassadors and then focus more on those areas.

“Every week, we look at the referral code usage, which helps us to know if our ambassadors are actually interested in our products, and the number of posts that ambassadors are posting, so we can see how engaged they are,” she says.

“Every two weeks, we look at rewards — who’s redeeming them, how many points they have, and how many gift cards we’re sending out.”

“Every week, we look at the referral code usage, which helps us to know if our ambassadors are actually interested in our products, and the number of posts that ambassadors are posting, so we can see how engaged they are.”

Siona Baldwin, Marketing Assistant

BrandChamp’s Edge

While she uses the platform in dozens of ways, we wondered if Siona would recommend us to other companies looking to manage and grow their brand ambassador programs.

“Definitely,” she says. “BrandChamp is an amazing platform to build and maintain relationships with ambassadors, with your community. It’s really easy to navigate as well, which is the most helpful.

“It was one of the most affordable options too, which was a big plus for us because some companies would charge ridiculous amounts, but BrandChamp has all the functionalities at an affordable price.”

“Some companies would charge ridiculous amounts, but BrandChamp has all the functionalities at an affordable price.”

Siona Baldwin, Marketing Assistant

Our final question: ‘What’s your favorite feature?’

“I really like the dashboard actually, because I like analytics and seeing how revenue is being created,” Siona says. BrandChamp’s team is always inspired by positive feedback, especially when our platform boosts the success of clients like Herbaland that are focused on customer satisfaction, community, and maintaining the consistent quality of their products.