Independence Brand, launched in October 2017 by three friends with a passion for entrepreneurship, represents not just a clothing line but a lifestyle that embodies the spirit of the ‘Generation Independence’. This generation is characterized by its desire for change, innovation, entrepreneurship, and a sense of adventure. Independence Brand aims to break the stereotype of millennials and post-millennials as a ‘lost generation’, showcasing instead a future filled with promise and potential​​.

Objectives The primary objective of the Independence Brand Ambassador Program was to create a marketing strategy that leverages community engagement to promote the brand and its products without incurring additional expenses. The goals were to:

  1. Increase brand awareness and sales through social media and word-of-mouth marketing.
  2. Engage and empower the community, turning customers and fans into brand ambassadors.
  3. Foster a sense of belonging and loyalty towards the brand, reinforcing the values of the ‘Generation Independence’.

Execution The Ambassador Program was open to anyone interested in becoming an ambassador for Independence, requiring applicants to submit their social media and personal information through the brand’s website​​. The program’s key components included:

  • Discount Codes: Ambassadors received a 50% discount for their first purchase and a 10% discount code to share with their customers.
  • Exclusive Content and Rewards: Access to exclusive marketing materials, a points system for rewards based on sales and social media engagement, and a leaderboard for ambassadors.
  • Community Engagement: A WhatsApp group for ambassadors to resolve doubts and share experiences, and special initiatives like the ‘Semana del Ambassador’, offering additional rewards for sales in celebration of the brand’s anniversary​​​​.