The Sport Chalet community provided unique experiences across six key segments for the business: running, fitness, cycling, snow, outdoors, and SCUBA. As their full service social media agency, Fandom Marketing designed and managed the community website, monitored social media channels, created content, and spearheaded outreach. To engage each audience in an authentic way we sought the help of online influencers who were well-followed leaders in each category. Our focused outreach resulted in 20 “Expert Ambassadors” who participated in the program by providing photos, guest blogs, product reviews or placement, Pinterest boards, or took over the Instagram account for a day. Peter, shown in this example, was the perfect ambassador for Sport Chalet because his CrossFit focus aligned with their #ToTheLimit positioning for fitness and resided within the store footprint. Peter provided excellent tips and photos (wearing Sport Chalet gear!) that were turned into content by our designers that resonated with the customer. Each ambassador was provided a bio page in the community and a badge to link back to it from their own website.