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Always-on ambassador programs · Service 05 of 05

Campaigns spike and stop.An ambassador programme compounds.

For brands past the launch phase that want a steady presence in their category: a cohort of creators on one charter, posting to a monthly plan, run as a programme with a report every month.

Start with a briefSee how a campaign runs
Who this is for

Always-on is the right service when the question is no longer whether influencer marketing works for you, but how to stop starting over every quarter.

Right fitBetter served elsewhere
A category you need to be present in every month, not four weeks a year
You haven't run a campaign yetCampaign management
A product people buy again, where trust builds over time
A few deep relationships, not a cohortBrand Partnership Development
A budget that's annual, not per launch
Platforms, audience and message still undecidedStrategy
What we handle

Five things that run every month.

The charter

One document that says what the programme is for, who the ambassadors are, what they post, what they never post, and how it's measured. Everything else follows from it.

The cohort

Chosen for a year, not a launch: creators whose audience buys the category and who'll still be interesting in month nine. Reviewed every quarter, not in a panic.

The monthly plan

What each ambassador posts this month, tied to what the brand is doing this month, sent before the month starts.

Approvals and go-live

The same queue as a campaign, every month. Nothing posts without your sign-off; disclosures checked, links tested.

The monthly report

What went live, what it did, what changes next month. Short enough to be read, and sent on a fixed date.

What you take away

A year, one month at a time.

01
Programme charterWritten once at the start, corrected by you, and the reference for every month after.
Illustrative
01 / 0612 January 2028
Programme charter
ToOda Botanics, Brand teamReAmbassador programme · 2028

What the programme is for: being present in the night-skincare conversation every month of the year, in Spain and the UK, with faces people already associate with the brand.

Who: six ambassadors, three from the 2027 partnerships and three new, each posting twice a month to a plan sent before the month begins. Cohort reviewed at the end of each quarter.

What it never does: post without your approval, make a claim legal hasn't cleared, or run a piece that reads as an ad for a product the ambassador doesn't use.

Programme lead, LMG Media
Oda Botanics · Ambassador programme · 2028Illustrative
02
CohortThe ambassadors, why each is in, and what each costs per month.
Illustrative
02 / 0626 January 2028
Cohort
AmbassadorNicheMarketFollowersMonthly fee
@mira.night.notesYear two; anchor of the UK cohortSkincareUK248K€3,200
@julieta.reads.labelsExplainers; carries the restock monthsSkincareUK139K€2,300
@the.slow.edit.joLong-form; one review a quarterWellnessES97K€1,800
@ritual.hours.anaAdded: routine content, ESBeautyES58K€1,400
@hanne.most.daysAdded: launch-week reach, two months a yearBeautyUK571KPer launch
@alfama.by.tiagoHeld: joins if Portugal opens in Q3LifestylePT36KHeld
Five active · One held · Fees include usage on brand channels
Oda Botanics · Ambassador programme · 2028Illustrative
03
Monthly planEvery piece for the month ahead, by ambassador and by date, before the month begins.
Illustrative
03 / 06March 2028
Monthly plan
Tue 3 Mar@julieta.reads.labelsRestock explainer · Reel
Thu 5 Mar@ritual.hours.anaMorning routine · Stories
Mon 9 Mar@mira.night.notesNight fourteen, month four · Reel
Wed 11 Mar@the.slow.edit.joQuarterly review · video
Mon 16 Mar@ritual.hours.anaRestock unboxing · Reel
Thu 19 Mar@julieta.reads.labelsQ&A from the comments · Stories
Mon 23 Mar@mira.night.notesTravel-size test · Stories
Oda Botanics · Ambassador programme · 2028Illustrative
04
Approval queueAs content arrives. Still the only recurring ask we make of you.
Illustrative
04 / 06Updated 11 March 2028
Approval queue
REEL0:28@julieta.reads.labelsWhat changed in the restockApproved
STY4 fr@ritual.hours.anaMorning routine, with the linkApproved
REEL0:35@mira.night.notesNight fourteen, month fourChanges
VID5:40@the.slow.edit.joThree months in, honest reviewWaiting
REEL0:30@ritual.hours.anaRestock unboxingWaiting
Changes: swap the before shot; the lighting reads as a filter.
Oda Botanics · Ambassador programme · 2028Illustrative
05
Month noteOne page at month end: what worked, what we're changing.
Illustrative
05 / 0631 March 2028
Month note

Seven of seven pieces live, all disclosed, all approved on time. The quarterly review from @the.slow.edit.jo is driving more clicks than the restock Reels combined, so April gives it a second cut and moves one Reel to May. Nothing needs you before the April plan lands on the 27th.

Programme lead, LMG Media
Oda Botanics · Ambassador programme · 2028Illustrative
06
Monthly reportThe numbers you asked for, month against month.
Illustrative
06 / 06March 2028
Monthly report
7Pieces live
612KReach
3.9%Engagement rate
Reach by month
Reach, thousands
8004000
480K
530K
612K
JanFebMar
2028
Q2 review on 30 June: one addition proposed for Portugal.
Oda Botanics · Ambassador programme · 2028Illustrative
Stays yours
Illustrative
Schedule A · Decisions reserved to the client26 January 2028

What a programme never takes over.

  1. 01

    Approval, every month. A programme is not permission to post without you.

    OB
  2. 02

    The cohort. We propose additions and removals; you decide.

    OB
  3. 03

    The budget. Annual and fixed; we plan the months inside it, weighted to your seasons if that's how you sell.

    OB
  4. 04

    The exit. Notice on both sides, written in; delivered months paid.

    OB
  5. 05

    Sign-off on every renewal.

    OB
For Oda Botanics26 January 2028
For LMG Media26 January 2028
Questions

Before you send the brief.

How many ambassadors?
Enough to be present every month in every market you care about, and few enough that we know each one. The charter fixes the number for the year; the budget and the markets decide it.
What's the minimum term?
A programme is planned for a year. Shorter than that it's a campaign with extra steps, and we'll say so.
How are ambassadors paid?
A monthly fee per ambassador, paid through us: we hold it and release it on delivery each month, so nobody in the cohort is ever chasing an invoice.
What happens when an ambassador stops fitting?
The cohort is reviewed every quarter, and the charter has an exit for both sides. Replacements come from a standing shortlist, so a change is a month, not a restart.
Can a partnership become a programme?
Yes, and it's the usual route: a year of partnerships tells you who belongs in a cohort.
What does it cost?
A monthly fee for running the programme, on top of the ambassadors' fees, not inside them, quoted for the year after the brief.
The other four

Where this fits.

0101 / 05Influencer Marketing StrategyDecide platforms, audience and message before spending.lmg.media/services/influencer-marketing-strategy
Start
Always-On Ambassador Programs

Send the brief. We'll tell you whether you're ready for a programme or still need a campaign.

Start with a briefA person reads it · Reply within two business days