#KontigoCLUB, a Facebook ambassador community that brought together more than 1,100 active members
The #KontigoCLUB ambassador program run in a private Facebook group — we built a community of over 1,100 ambassadors who publish an average of 79 posts a month and collect 1,500 likes.
Our client
Kontigo is a chain of beauty stores owned by the Eurocash group. Its range covers body, face, and hair care, makeup, fragrances, and accessories — Kontigo is a beauty store rather than a drugstore, so you won't find household cleaning products or pet supplies here.
The brand was born out of a love for women — its mission is for every customer to feel looked after, and Kontigo's consultants know the range well enough to advise in a warm, personal way. The #KontigoCLUB campaign was meant to carry that relationship into private Facebook groups and spark positive conversation about the brand there.
The challenge
Social Lama's brief was to build an engaged community and trust in the Kontigo brand through the #KontigoCLUB ambassador program, run in a private Facebook group.
- Gathering a steadily growing number of people in the group who share product information, reviews, and expert knowledge.
- Increasing the number of people asking about Kontigo products matched to their own needs.
- Increasing the number of reviews published on the Kontigo website.
Results
Our approach
Recruiting and onboarding ambassadors
We recruited ambassadors in the most popular Facebook groups devoted to cosmetics and skincare. We were responsible for selecting, recruiting, signing up, and briefing the first 30–50 ambassadors, and each one received a welcome pack of selected spa rituals in exchange for a review in the group and on kontigo.pl.
We wanted the community to grow organically — every club member could invite 2–3 friends to the group. We looked for ambassadors among people who were engaged and active in those groups, kept positive relationships, wrote correct Polish, and had a genuine interest in cosmetics and skincare.
Group rules and day-to-day moderation
At the start of the engagement we prepared the group's rules and clear guidelines for how it operates, to keep communication consistent, make moderation easier, and keep members comfortable — including a requirement to put hashtags at the top of a post so other club members could easily find posts on a given topic.
The agency handled ongoing moderation, group management, and encouraging discussion. Every month we picked out the most active club members, based on what they did in the group — reviews, photos, videos, starting conversations.
Live broadcast coordination
We ran LIVE broadcasts that created direct contact with the group's audience. Each live was there to push engagement higher, deliver practical information in a Q&A format, and give selected products more visibility through a dynamic, authentic presentation.
The "Favorite of the Month" series
We introduced a "Favorite of the Month" post series — one product singled out within #KontigoCLUB every month. Its main job was to create a regular point of contact with the audience and build the habit of coming back for the next recommendation, based on real ratings and on how popular a product was among club members.
The series also supported product education and pointed audiences toward the next installments of the campaign through consistent graphics and clear calls to action.
Top 3 Ambassadors of the Month and members' own posts
We ran a "Top 3 Ambassadors of the Month" series — a monthly shout-out for the three ambassadors whose activity shone brightest, rewarded with a PLN 150 voucher for the Kontigo online store. The series built pride in taking part and a friendly kind of competition, reinforcing the credibility of the whole program.
The ambassadors themselves regularly published their own posts featuring Kontigo products in the group — reviews, photos, and accounts of how their skincare was working out — which gave the communication an authentic, recommendation-driven character.
