In 2020, we worked with Allbirds to launch the Allgood Collective–a global community of individuals that promote the power of collective action as a force for good. An ambassador program with a mission.
As competition to connect with younger and more conscientious consumers increased, Allbirds needed to cement its relationship with this market and assert its environmental leadership to deepen relevance as the brand grows its offering. To do so, Imprint Projects helped define and create Allbirds’ first brand Ambassador network, The Allgood Collective, made up of environmental advocates, local leaders, organizers, and influencers who reflect Allbirds’ values and operate at the intersections of sustainability, wellness, and creativity.
We designed a long-term strategic platform—Allgood in the Neighborhood— a toolkit enabling Albirds to both activate locally and scale globally. To kickoff the program Allbirds hosted a Virtual Summit inviting the newly found community to connect and collaborate. The programming included a Keynote by Vance Jones, Kara Cutruzzula and the founders of Allbirds as well as 10 breakout sessions designed for collective members to meet and share knowledge. Each Collective member received a custom seeding box in follow up from the events.