Turning ambassadors into a steady source of authentic UGC

About

NAOS is an international company guided by the principle of ecobiology, treating the skin as a living ecosystem that should be preserved rather than overtreated. Through its brands BIODERMA, Institut Esthederm, and Etat Pur, NAOS delivers effective skincare solutions that respect skin biology and the environment. Present in over 100 countries, the company is committed to innovation, sustainability, and responsible dermatology.

Quick Overview

The Challenge

The Bioderma team set out to:

• Increase social media engagement.
• Generate a steady stream of authentic UGC from real consumers.
• Strengthen their community and loyalty programs by rewarding engagement – not only purchases.
• Collect first-party data and insights on their most active consumers.

The Spitche Solution

By launching an ambassador program through Spitche, Bioderma shifted the focus from passive followers to active brand advocates.

Spitche’s model blends advocacy marketing with loyalty mechanics: instead of only rewarding purchases, ambassadors are incentivized for meaningful actions like posting UGC, engaging with the brand’s content, and participating in campaigns.

This approach was especially powerful for Bioderma, since the brand does not operate a direct-to-consumer (D2C) channel. Through Spitche, the team built a strong community around the brand – while retail sales still happened through partners like pharmacies or distributors.

Results

The results quickly proved the value of ambassador-driven engagement:

• +60% increase in Instagram engagement driven by ambassadors compared to brand-only posts.
• Ambassador base growth, creating a loyal community of advocates.
• 20% of UGC content in campaigns now sourced directly from Spitche ambassadors.
• Continuous inflow of authentic, reusable UGC for marketing campaigns.
• Enriched CRM and audience insights, powering sharper targeting and better collaborations.

Impact on Strategy & Teams

For Bioderma, Spitche became a key driver in their marketing and loyalty strategy:

• Helped scale social media performance with steady UGC supply.
• Brought data-driven insights on most engaged consumers.
• Strengthened consumer collaboration, creating more meaningful connections.
• Increased targeting precision in campaigns.

Spotlight: TikTok Campaign Success

To further test the power of UGC, Bioderma ran a 14-day TikTok awareness campaign in Serbia, combining creator content with ambassador-driven engagement.

• A creator was briefed on the ambassador program and produced a short, TikTok-friendly video explaining the registration process.
• The video featured Bioderma rewards products and included a clear call-to-action encouraging viewers to join the program.
• The campaign was optimized mid-way: after pausing traffic-focused ads, Bioderma relaunched with an awareness-driven objective, which immediately boosted performance.

Results achieved:

Key learning: Authentic UGC consistently outperformed brand-polished ads, proving that real voices drive stronger awareness and conversions.

Best Practices

“Spitche is a community-driven advocacy tool that transforms your followers into brand ambassadors.”

To other brands considering ambassador programs, the Bioderma team highlights the importance of keeping it simple and fun to engage with. A reward system with attractive but accessible prizes helps ambassadors stay motivated and consistent.

“Spitche essentially blends advocacy marketing with loyalty mechanics: instead of only rewarding purchases, you reward influence and engagement. That’s particularly effective when you don’t have a direct-to-consumer (D2C) setup, since Spitche helps you build a community around the brand even if sales happen through retailers.

It’s helped us scale social media performance by turning ambassadors into a steady source of authentic UGC, which we can repurpose across campaigns. At the same time, we’re gaining sharper audience insights and data on our most engaged consumers, making collaborations more meaningful and targeting far more precise.”

Emiliya,

Regional Digital Manager, NAOS