Scrunchie Ambassadors

Some of you may have noticed that we've launched an ambassador program , and we regularly receive questions about how to become one and what it entails. It's about time we told you more about it!

Why did we create the Scrunchie Ambassador Program?

While there are many ways to promote a brand (Insta & Facebook Ads, displays, event communication, influence, etc.), for us there is no better promotion than natural word of mouth . We have noticed that Scrunchie girls who are fans of the products (design & quality) and who have a strong affection for the brand are the best people to talk about Scrunchie to those around them and get them hooked in turn!

It was while trying to explore this concept further that we came up with the idea of ​​creating an ambassador program : offering the brand's closest customers the opportunity to represent Scrunchie in a more official way.

The launch of the program:

We launched the program in July, with about ten clients. We sent them an email explaining the concept , including a contract to sign if they were interested. We admit we wondered how the girls we wrote to would react!

An hour later, we started receiving positive and ultra-enthusiastic feedback! We were so relieved and excited ! A week later, we sent an ambassador kit to all the girls who were participating, containing all the materials needed to embody their role .

Concretely, the missions of the Scrunchie ambassador are as follows:

- talk about the brand: as ambassadors they are best placed to recommend Scrunchie to those around them (friends, family, colleagues, community, etc.)

- give their opinion to the Scrunchie team: tell us what they think of the accessories or the brand to help us improve

- produce content: they are very familiar with the visual universe of Scrunchie and are therefore able to happily post pretty photos with their accessories

Of course, the ambassadors have no obligation among these missions, for us it is very important that they do it with heart and spontaneously !

In return, Scrunchie treats the ambassadors to thank them for promoting the brand. The team is very close to them and regularly discusses current projects (new collection releases, photoshoots, potential relocations, etc.).

It's been 6 months since we launched the program and today we are lucky enough to have 25 ambassadors, many of whom have become true friends .

The selection of ambassadors:

We have several selection criteria:

- Be a regular customer: the girls most likely to give us their opinion on accessories are those who own a certain number of them.

- Share content with our accessories: we are looking for girls who understand the world of Scrunchie and who post content that reflects us.

- Values ​​and trust: We want sincere relationships between ambassadors and the brand. We place our complete trust in them and want their feedback to be genuine, whether positive or negative!

- No influencers: We distinguish between influencers and ambassadors. We're not looking for influencers with large communities, but rather for women who will promote the brand to those close to them. We prioritize quality and intimacy.

These selection "criteria" are not all applied to the letter. We often decide spontaneously, "by feeling" (this is also our way of working at Scrunchie).

You may be wondering: but how do I become an ambassador? We don't have a registration form, nor specific "recruitment" dates. We select over time, based on the connections we create with customers. We are very attentive on Insta and will not hesitate to offer it to you directly ;)

Their testimony:

To make this article more comprehensive, we emailed the ambassadors to share their experiences . We didn't expect such cheerful and adorable responses!

We asked them three questions: how did they feel when they received our email, why did they accept, and how do they manage their role today?

Our ambassadors were very surprised and many thought it was a hoax. Most of them felt flattered and moved : "When I received your email, I was at my internship and tears welled up in my eyes; it was too hard to contain my joy!" It's rare for a brand to approach its customers to represent them!

You should know that each ambassador has a unique experience with Scrunchie. Many don't live in Paris, we've never met them, but love at first sight happened via Instagram as we talked! Others came to our events , and that's when we asked them to join the adventure: "I came to the Scrunchie Room on September 19th to buy your beautiful accessories! After my little shopping trip, you asked me if I wanted to be an ambassador, so I didn't receive an email directly, but it was in person. Right away, in my head, I said to myself: "YES YES YES."

The girls all accepted because "it was normal" for them! Their attachment to the brand is very strong, it is a pleasure for them to represent us to their loved ones: "I accepted because I thought it was really great not to be a "showcase" and that the love of the product comes before the number of subscribers!"

And the ambassadors remain free : "I'm not a big pro at Instagram and the like, but I'm fine with it. It's very cool, we publish what we want, in the form we want (no pre-established posts, no number of posts imposed...). We do it at our own pace and according to our desires!"

Our conclusion: it was the best idea in the world! The ambassador program serves both to increase Scrunchie's notoriety , but also to help us evolve thanks to the very powerful feedback from our ambassadors (and we're not even talking about all the love they give us).

Please feel free to write to us if you have any questions <3

🎀 THE SCRUNCHIE TEAM 🎀