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. 20 “Expert Ambassadors” participated in the program by providing photos, guest blogs, product reviews or placement, Pinterest boards, or took over the Instagram account for a day. “Campfire Kam”, shown in this example, was the perfect ambassador for Sport Chalet because her outdoor lifestyle resonated with their wilderness-wandering customer. Here she is shown in an Instagram take over hiking Joshua Tree National Park.