28 Winning Influencer Program Examples to Grow Your Brand

You’ve nailed the basics of influencer marketing. Now you're thinking long-term—how do you turn your best creators and customers into loyal advocates who grow with your brand?

Maybe you're ready to offer more than free product. Maybe you're looking to build a deeper partnership with people who truly get your brand.

And you’re not alone. Most marketers we spoke to say their ambassador programs deliver consistent ROI, and some even outperform paid ads.

So before you build your own, take a look at how successful brands are doing it.

We’ve analyzed 24 eCommerce and DTC brands that are doing it right. From fashion giants like Gymshark to wellness startups like Olipop, these examples show how real brands use ambassadors to drive word-of-mouth, build community, and boost sales. Dive in to see how top brands structure their programs—and get inspiration for your own.

1. Crumbl Cookies

A bakery brand known for its giant, gourmet cookies and rotating weekly menu. Each week, they release new, creative cookie flavors—ranging from classic chocolate chip to wild, limited-time creations. With a strong focus on presentation and viral appeal, Crumbl has built a cult following both in-store and online.

Crumbl turns its fans into full-blown brand advocates by leaning into community love and constant social buzz. Their ambassador program taps into local college students, foodies, and content creators who genuinely love their cookies. These ambassadors create TikToks, unboxings, and weekly flavor reviews—basically becoming Crumbl’s unofficial (but very effective) hype squad.

One Takeaway:

Crumbl Cookies focused on positioning itself as an “influencer-friendly” brand to build long-term relationships with creators. Learn how to make your brand a magnet for influencers.

2. Kettle & Fire

Kettle & Fire sells high-quality bone broths and soups made with clean, whole-food ingredients. Their products are slow-simmered for rich flavor and packed with nutrients like collagen, protein, and amino acids—appealing to health-conscious consumers, keto dieters, and anyone focused on gut health or anti-inflammatory eating.

They partner with wellness influencers, nutritionists, and food-focused creators who align with their health-first values. They focus on long-term relationships, not one-off promotions, and often equip influencers with discount codes, educational content, and lifestyle-driven talking points. It’s a strategy rooted in trust and authenticity—ideal for a product that requires a bit of explanation and habit change.

One Takeaway:

Kettle & Fire uses influencers to drive in-store retail sales by guiding consumers through the buying journey—even when ROI isn’t immediately trackable. Learn how to use influencers to boost retail visibility and move products off shelves.

3. Fashion Nova

Fashion Nova is a fast-fashion brand that sells trendy, affordable clothing for women and men—best known for body-hugging dresses, matching sets, and influencer-style looks. They release hundreds of new styles each week and focus heavily on pop culture trends, making them especially popular among Gen Z and millennial shoppers.

Fashion Nova was one of the earliest brands to fully embrace influencer marketing at scale. They work with thousands of creators—from micro-influencers to celebrities—who post outfit photos with branded hashtags like #NovaBabe. Their strategy is volume-based: they flood social media with user-generated content to stay constantly visible, while still tapping bigger names like Cardi B for major campaigns.

One Takeaway:

Fashion Nova used an organized hashtag strategy and flooded social media with content from thousands of smaller creators in exchange for free clothing. Learn how you can do the same for your brand.

4. Goli

Goli sells apple cider vinegar gummies and other health supplements aimed at improving overall wellness. Their products are designed to make health and wellness more accessible and enjoyable, offering benefits like digestion support, energy, and immunity boosts—without the harsh taste of liquid vinegar.

Their influencer strategy revolves around micro-influencers and wellness advocates who authentically promote the brand. They focus on partnering with influencers who align with their health-conscious mission, often providing ambassadors with unique discount codes, educational content, and opportunities to share personal health journeys. This strategy encourages a relatable and trustworthy approach to building long-term brand loyalty.

One Takeaway:

Goli’s tiered commission structure incentivizes affiliates to sell more by offering higher commission rates as they reach higher sales levels. Learn how a tiered commission structure can motivate affiliates to drive more sales.

5. Poppi

Poppi is a functional beverage brand that sells prebiotic sodas designed to support gut health. Made with apple cider vinegar and natural fruit flavors, their drinks are crafted to improve digestion, boost immunity, and promote overall wellness in a refreshing, low-sugar format.

Poppi’s influencer strategy focuses on health and wellness influencers, particularly those who advocate for clean living and gut health. They partner with both macro and micro-influencers, encouraging them to share their personal experiences with Poppi products. The brand also taps into lifestyle content creators & college students to help normalize the idea of prebiotics in everyday beverages, creating a balance of educational and relatable content.

One Takeaway:

Poppi created a wow-worthy unboxing experience for influencers, which, in turn, generated a lot of authentic influencer content. Learn how to create a wow-worthy unboxing experience like Poppi to drive influencer content.

6. Abercrombie & Fitch

Abercrombie & Fitch is a global lifestyle brand known for its casual, stylish clothing and accessories. They offer a range of products, from everyday wear like jeans, tees, and hoodies to more refined pieces like dresses and outerwear. With a focus on quality and modern, relaxed fits, Abercrombie & Fitch is popular among young adults and teens.

Abercrombie & Fitch has evolved its influencer strategy to include a diverse range of creators who align with the brand’s focus on inclusivity and self-expression. They partner with influencers across different niches—fashion, fitness, and lifestyle—to create authentic content that resonates with their target audience. The brand leans into a more curated, aspirational approach while also championing real, everyday moments, making their influencer marketing feel both aspirational and relatable.

One Takeaway:

Abercrombie leveraged influencers to pre-launch new products, creating early buzz and generating authentic content that helped build anticipation before the official release. Learn how you can drive buzz for new launches with influencers.

7. Hexclad

Hexclad is a cookware brand known for its hybrid technology, combining stainless steel with a non-stick surface. Their innovative pots, pans, and kitchen tools are designed for durability, easy cooking, and effortless cleaning.

Hexclad’s influencer strategy focuses on partnering with food enthusiasts, professional chefs, and home-cooking influencers. They target creators who share cooking tips, recipes, and kitchen reviews, offering them the chance to showcase the brand’s unique cookware in real-world, relatable scenarios.

One Takeaway:

Hexclad sent free products to influencers in exchange for UGC, then reused the content in Meta ads to amplify reach and save on production costs. Learn how you can turn influencer content into ad gold.

8. Outway Socks

Outway Socks is a Canadian performance sock brand founded in 2016 by former pro cyclist Rob Fraser. They offer a range of socks designed for active lifestyles, including athletic, compression, and merino wool options. Their products are engineered for comfort, durability, and style, making them suitable for activities like running, cycling, hiking, and everyday wear.

They launched their affiliate program in 2022, aiming to scale without relying heavily on paid ads. This approach has been highly successful, with the brand achieving a 7x return on investment and generating over 9% of its total revenue through affiliate sales.

One Takeaway:

Outway Socks offered influencers a flat-fee incentive for each sale driven through their unique coupon code, providing clear and straightforward rewards. Learn how you can motivate influencers with simple incentives.

9. Wild

Wild is a UK-based personal care brand specializing in sustainable, refillable deodorants, body wash, and lip balms. Their products are aluminum-free, vegan, and cruelty-free, offering a stylish and eco-friendly alternative to traditional deodorants. Wild's mission is to reduce single-use plastic in bathrooms by providing high-quality, natural deodorant options delivered straight to your door.

Wild employs an affiliate-based influencer marketing strategy, inviting content creators with active blogs or social media platforms (YouTube, Instagram, TikTok, etc.) and a minimum of 1,000 followers to join their program. Influencers can apply through Wild's dedicated ambassador landing page, where they can learn about the program and sign up for affiliate collaborations.

One Takeaway:

Wild ensures influencers consistently highlight the same compelling value propositions, leveraging repetition to build trust and persuade consumers. Learn how to build trust through consistent influencer messaging.

10. Triangl

Triangl is an Australian swimwear brand best known for its bold, neoprene bikinis and vibrant color-blocked designs. The brand offers stylish, high-quality swimwear with a distinctive aesthetic that quickly gained traction on Instagram. Triangl’s products are aimed at fashion-forward women looking for modern, eye-catching beachwear.

Triangl was one of the early pioneers of influencer seeding—sending free bikinis to hundreds of micro- and macro-influencers with no strings attached. This volume-driven strategy created a wave of organic content that flooded Instagram feeds and built massive brand awareness. They focus heavily on aspirational, vacation-style content, relying on lifestyle creators to showcase their pieces in natural, scenic settings

One Takeaway:

Triangl took a personalized approach by getting to know influencers’ preferences and sizes before sending them a free bikini, instead of just offering a coupon code. Learn how personalized outreach can boost influencer engagement like Triangl.

11. Javy Coffee

Javy Coffee offers a convenient solution for coffee lovers by providing concentrated coffee products made from 100% natural Arabica beans. Their flagship items include coffee concentrates that allow users to make instant iced or hot coffee by simply adding water or milk.

Javy Coffee employs a robust influencer marketing strategy that emphasizes user-generated content (UGC). They collaborate with a diverse range of influencers across platforms like Instagram, TikTok, YouTube, and blogs. By encouraging influencers to create authentic content showcasing Javy's products in everyday settings, the brand enhances its relatability and reach.

One Takeaway:

Javy re-shares influencer content on its Instagram and TikTok, tagging influencers for credit, enhancing brand authenticity while saving on production costs. Learn how to boost brand authenticity and save on content production by re-sharing influencer posts.

12. 1st Phorm

1st Phorm is a premium sports nutrition and lifestyle brand based in St. Louis, Missouri. Founded in 2009 by Andy and Sal Frisella, the company offers a wide range of high-quality supplements, including protein powders, pre-workouts, vitamins, and wellness products. Beyond supplements, 1st Phorm also provides fitness apparel and operates a mobile app that offers personalized training and nutrition plans.

1st Phorm has built a robust influencer marketing program known as the Legionnaire Program, comprising over 4,000 social media influencers. This program focuses on cultivating authentic relationships with a diverse range of creators, from nano to macro-influencers. Influencers are encouraged to share educational and inspirational content, such as workout tips and healthy recipes, rather than just product promotions.

One Takeaway:

1st Phorm moves beyond product-centric promotions by encouraging influencers to share content that teaches, inspires, and entertains. Learn how shifting focus from products to value-driven content can elevate your influencer strategy.

13. Graza

Graza is a DTC olive oil brand that offers high-quality, single-origin extra virgin olive oils sourced from Picual olives in Jaén, Spain. Their products come in distinctive green squeeze bottles, designed for ease of use and to keep the oil fresh.

Graza kickstarted their influencer program with organic product seeding—sending bottles to food creators and chefs with no strings attached. This sparked authentic buzz and wide social media reach. For launches, they’ve scaled this approach, sending new products to hundreds of creators to fuel organic content and build excitement.

One Takeaway:

Graza used authentic influencer UGC through product seeding before the official launch, repurposing content to highlight product use-cases and comparisons with other brands.

Learn how product seeding and repurposing influencer content can drive buzz before your launch.

14. Obvi

Obvi is a health and wellness brand specializing in flavored collagen supplements designed to support beauty, weight loss, and overall wellness. Their product line includes collagen protein powders, fat burners, detox capsules, and more, all aimed at making health routines enjoyable and effective.

Obvi drives growth through a high-volume, relationship-focused influencer strategy. They regularly seed products to micro-influencers, build community through a tiered ambassador program, and reward top creators with long-term partnerships—all designed to generate authentic, consistent content that converts.

One Takeaway:

Obvi uses whitelisting to create ads that feel authentic by retaining the influencer’s unique voice, reducing the need for in-house content production. Learn how whitelisting can make your ads feel more authentic and save on content production.

15. Loop Earplugs

Loop makes earplugs that actually look good—and work. Whether you’re trying to sleep better, stay focused, or enjoy a loud concert without the ringing ears after, they’ve got a stylish solution. Their colorful, minimal designs are a far cry from the foam plugs we’re used to, which is why they’ve become a favorite among everyone from Gen Z to neurodivergent creators.

Loop leans into community-first marketing. They work with a wide range of creators—festival lovers, musicians, ADHD and autism advocates—and give them the tools to share their real experiences. Instead of scripted ads, they focus on honest content and reward creators through discount codes, perks, and their Loop Circle loyalty program. The result? A ton of trust and visibility across social channels.

One Takeaway:

Loop turned their customers into ambassadors by offering genuine value and letting their positive experiences drive organic advocacy. Learn how to turn your customers into authentic brand ambassadors.

16. Olipop

Olipop is a modern twist on classic soda. They craft fizzy drinks that not only taste nostalgic—think root beer, cola, and cream soda—but also support digestive health. Each can is packed with prebiotics, plant fiber, and botanicals, offering a sweet treat with just 2–5 grams of sugar. It's like enjoying your favorite soda, but with a gut-friendly upgrade.

Olipop thrives on authentic connections, especially on TikTok. They collaborate with a diverse group of creators, from lifestyle influencers to health enthusiasts, encouraging them to incorporate Olipop naturally into their content. Instead of scripted ads, you'll see creators sipping Olipop during their daily routines or sharing genuine reviews. This organic approach has led to over 560 million views under the #OlipopPartner hashtag.

One Takeaway:

Olipop shifted its focus to TikTok and influencer marketing, cutting ad spend on other platforms to build long-term creator relationships and generate authentic UGC. Learn how to maximize ROI by focusing your resources on TikTok and influencer-driven content.

17. Liquid Death

Liquid Death is a canned water brand. They offer still and sparkling mountain water in tallboy aluminum cans, ditching plastic for eco-friendly packaging. With edgy branding featuring skulls and slogans like “Murder Your Thirst,” they’ve turned hydration into a lifestyle choice.

Liquid Death partners with influencers and celebrities from the music, skate, and snowboarding worlds to amplify their bold, rebellious brand. Their strategy focuses on authentic, creative collaborations that resonate with their audience, often featuring humorous, edgy content.

One Takeaway:

Liquid Death leveraged unique nano-influencers like skydivers, skateboarders, or entertainers to create viral content that aligned with their brand's identity. Learn how partnering with unique influencers can help your brand go viral.

18. Topicals

Founded by Olamide Olowe and Claudia Teng, both of whom have personal experiences with chronic skin conditions, Topicals focuses on making skincare for conditions like acne, eczema, and hyperpigmentation more approachable and fun. Their products, such as the Faded serum and Like Butter mask, combine effective ingredients with a playful, inclusive brand voice. Topicals aims to shift the narrative around skin imperfections, promoting self-care and confidence.

Topicals has built a community-driven influencer strategy that emphasizes authenticity and inclusivity. They collaborate with influencers who genuinely resonate with their mission, often selecting individuals who have personal experiences with the skin conditions their products address. This approach ensures that partnerships are genuine and relatable, fostering trust within their audience.

One Takeaway:

Topicals’ influencer marketing program offers tiered involvement, allowing influencers to participate based on their commitment and expertise, from fans to licensed professionals.

Learn how to create tiered influencer programs that match different levels of expertise and commitment.

19. Glossier

Glossier is a beauty brand that reimagined skincare and makeup by focusing on real people and real routines. Born from the beauty blog Into the Gloss, Glossier launched in 2014 with a minimalist, skin-first approach. Their cult-favorite products—like Boy Brow and Cloud Paint—emphasize natural beauty and effortless application.

Their Generation Glossier affiliate program empowers everyday users and micro-influencers to earn commissions by sharing their favorite products. This approach fosters authentic connections and amplifies word-of-mouth marketing. Additionally, Glossier encourages user-generated content by reposting customer photos and reviews, creating a sense of community and trust. By leveraging real voices and experiences, Glossier has cultivated a loyal and engaged following.

One Takeaway:

Glossier focuses on building genuine influence through credible figures like bloggers, aestheticians, and dieticians, rather than relying on celebrity endorsements. Learn how to build authentic influence with credible voices, not just celebrities.

20. Bang Energy

Bang Energy is an energy drink brand that’s taken the market by storm with its bold flavors and high caffeine content. Offering sugar-free, zero-calorie drinks packed with 300mg of caffeine, they cater to fitness enthusiasts, gamers, and anyone needing a serious energy boost. Their vibrant branding and edgy marketing have made them a favorite among Gen Z consumers.

Bang Energy partners with a wide range of influencers, from fitness experts to TikTok stars, offering personalized discount codes and exclusive products to help drive sales and measure campaign success. Their ambassador program builds loyalty by providing influencers with access to branded merchandise and networking opportunities, creating a strong sense of community.

One Takeaway:

Bang Energy partners with creators to make entertaining, viral videos where the product is simply a prop, bypassing the need for 'ad' labels while still reaching large audiences. Learn how to use viral, creator-driven content to boost brand awareness without the 'ad' label.

21. Revolve

Revolve is a fashion retailer that has redefined e-commerce by blending influencer culture with curated, trend-forward apparel. Known for its festival-ready styles and celebrity collaborations, Revolve offers a wide range of clothing and accessories, often spotlighting emerging designers and exclusive collections.

Revolve's influencer strategy is built on authentic partnerships and community engagement. They collaborate with a diverse group of influencers, from micro-creators to top-tier celebrities, to showcase their products in real-life settings. This approach has led to organic content that resonates with audiences and drives sales.

One Takeaway:

Revolve posts influencer content on its social media, gaining authentic UGC and strengthening long-term relationships with creators. Learn how sharing influencer content can boost authenticity and strengthen creator relationships.

22. Gymshark

Gymshark is a fitness apparel brand known for its sleek, performance-driven activewear. From leggings and sports bras to gym tanks and hoodies, they cater to both serious athletes and everyday gym-goers. With a focus on quality, fit, and style, Gymshark has become one of the most recognizable names in the fitness lifestyle space.

Gymshark built its brand around influencers before it was the norm. They work with a close-knit group of fitness creators—known as Gymshark Athletes—who genuinely use and love the brand. These long-term partnerships go beyond sponsored posts, with many athletes involved in product launches, events, and community building. The result is a loyal creator community that feels more like a team than a marketing channel.

One Takeaway:

Gymshark builds a sense of community for influencers through exclusive events, recognition, and access to special perks, rather than treating them as just a means to an end. Learn how creating a community for influencers can boost loyalty and engagement.

23. Daniel Wellington

Daniel Wellington is a Swedish brand known for its sleek, minimalist watches and accessories. Their designs blend timeless elegance with modern simplicity, making them a favorite for everyday wear. Beyond watches, they offer a range of jewelry pieces like rings, bracelets, and necklaces, all reflecting their signature understated style.

Daniel Wellington pioneered influencer marketing by gifting watches to micro-influencers in exchange for social media posts. This approach generated authentic content and built a vast online community. They further engaged their audience through campaigns like #DWPickoftheDay, encouraging user-generated content. Their ambassador program, open to influencers of all sizes, offers perks like commissions, free products, and personalized discount codes, fostering long-term relationships and expanding their global reach.

One Takeaway:

Daniel Wellington partners with influencers around key gifting moments like Valentine’s Day and BFCM, combining timing, social proof, and discounts to drive sales. Learn how to boost sales by syncing influencer campaigns with key gifting seasons.

24. Sephora

Sephora is a global beauty retailer offering a curated selection of skincare, makeup, haircare, and fragrance products from both established and emerging brands. Known for its inclusive approach, Sephora provides a space where beauty enthusiasts can explore a diverse range of products and find what works best for them.

Sephora's influencer strategy centers around authentic partnerships that resonate with diverse audiences. Their flagship program, Sephora Squad, is a yearlong, paid ambassador initiative launched in 2019. Each year, a new group of influencers is selected to collaborate on campaigns, attend events, and share their genuine experiences with Sephora products. This approach fosters a community of creators who reflect Sephora's commitment to diversity and inclusivity, ensuring that their marketing resonates with a broad spectrum of beauty lovers.

One Takeaway:

Sephora prioritizes follower testimonials over just data or reach, ensuring every ambassador has real influence and trust within their community. Learn how adding testimonials to your ambassador program can boost credibility and filter for true influence.

25. Pura Vida

Pura Vida is a lifestyle brand that offers handcrafted jewelry and accessories, with a focus on bracelets. Their products are known for their vibrant colors, customizable options, and affordability. Each piece is crafted by artisans, supporting communities and charitable causes worldwide.

Pura Vida's influencer strategy centers around building authentic relationships with micro-influencers and brand ambassadors. By collaborating with individuals who genuinely resonate with their brand values, they create organic content that showcases their products in real-life settings. This approach not only amplifies their reach but also fosters a sense of community among their audience.

One Takeaway:

Pura Vida uses a tiered ambassador program where ambassadors unlock better gifts—not higher commissions—as they drive more sales, creating a fun and motivating experience. Learn how to use gift-based tiers to keep ambassadors engaged and excited.

26. Athletic Greens

Athletic Greens offers AG1, a comprehensive daily health supplement designed to simplify nutrition. Packed with 75 vitamins, minerals, probiotics, and whole-food sourced nutrients, AG1 aims to support energy, immunity, digestion, and overall well-being—all in a single scoop.

AG1's influencer approach is all about authenticity. They collaborate with creators who genuinely use and believe in the product, fostering trust with their audiences. By focusing on long-term partnerships across various niches—like fitness, wellness, and lifestyle—they ensure that endorsements feel natural and relatable.

One Takeaway:

Athletic Greens uses creator-themed landing pages—like Tim Ferriss’s—with tailored offers and social proof to boost trust and conversions. Learn how custom landing pages for creators can drive higher conversions and trust.

27. Lululemon

Lululemon is a premium athletic apparel brand that has evolved beyond yoga wear to become a lifestyle staple. Known for their high-quality leggings, technical fabrics, and sleek designs, they cater to a wide range of activities—from yoga and running to everyday athleisure. Their products blend performance and comfort, making them a favorite for both workouts and casual wear.

Lululemon's influencer strategy centers around authentic, community-driven partnerships. They collaborate with a diverse group of ambassadors, including yoga instructors, runners, and fitness professionals, who genuinely embody the brand's values. These ambassadors not only promote products but also host events, provide feedback, and engage with local communities, fostering a sense of connection and trust. By focusing on real relationships over flashy endorsements, Lululemon has built a loyal and engaged following.

One Takeaway:

Lululemon’s ambassador program goes beyond products—offering personal development, coaching, and a thoughtful onboarding experience centered on goal-setting. Learn how to turn your ambassador program into a personal growth journey that builds influencer loyalty.

28. Notion

Notion is an all-in-one productivity tool that combines notes, docs, wikis, databases, and project management tools into a single, flexible platform. Whether you're organizing your personal life, collaborating with a team, or building a knowledge base, Notion adapts to your needs. It's especially popular among creators, startups, and productivity enthusiasts who love customizing their workflows.

They collaborate with creators who genuinely use and love the product, encouraging them to share their experiences through tutorials, templates, and reviews. This organic approach has led to a wealth of user-generated content, boosting Notion's visibility across platforms like YouTube and TikTok. Additionally, their Ambassador Program empowers passionate users to host events, lead local communities, and create educational content, further amplifying their reach and fostering a loyal user base.

One Takeaway:

Notion encourages community creativity by allowing flexible use of its brand assets—fostering innovation without losing control. Learn how giving creators freedom with your brand can spark growth and deeper community engagement.

Scale your influencer marketing with SARAL, without adding more complexity

Finding genuine nano influencers is like searching for needles in a haystack of Instagram filters and fake followers. And once you find them? Tracking conversations across 20 different DMs while measuring who actually drives sales... it's a nightmare.

That's where SARAL can help. Think of it as your Influencer Marketing 101 go-to-toolkit—helping brands like yours:

• Discover high-performing nano influencers in your specific niche
• Track engagement rates and audience authenticity in real-time
• Manage multiple creator relationships from one dashboard
• Measure ROI and sales attribution for each partnership
• Scale your influencer program without scaling complexity

Leading brands like Brez, Obvi, and Branch are already using SARAL to build powerful nano-influencer networks that drive consistent sales and authentic engagement. Don't waste time scrolling through social media or overpaying on marketplaces.

Book a 30-min personalized demo today and join brands that are getting better results with nano influencers.