When Emma Burke launched Laceeze, a simple silicone band to keep kids’ sports laces tied, she didn’t have a big ad budget, fancy athlete endorsements, or slick influencer deals.
What she did have?
→ A real problem
→ A clever solution
→ And a community of football moms just like her
In our latest episode of DTC Daily, Emma breaks down the one thing that propelled Laceeze from a kitchen table side hustle to nearly millions in revenue:
→ A community-powered ambassador program.
With no cash for ads or celebrity partnerships, Emma turned to parents. Laceeze’s growth was built by everyday people who used the product and shared the story.
Here’s how it worked:
Emma offered free bands to sports parents via a simple Typeform.
In return, they’d post photos or videos on Instagram.
No hard rules—just a request to tag the brand and share authentically.
Parents loved it. Their kids got visibility. The product solved a real pain. Everyone felt like part of something bigger.
The strategy worked so well, Laceeze was inundated with ambassador requests. And because it’s a low-ticket item ($6), sending out dozens of units a month was sustainable and high-ROI.
This wasn’t just about word-of-mouth. It became a content engine:
Tons of UGC without hiring creators
A massive photo and video library for future marketing
A story that resonated with parents across the UK—and now, the US
Today, Emma is replicating the same strategy in the States. With one viral mom-created reel, ambassador requests are rolling in again.
“You don’t need a pro athlete when you have passionate parents,” Emma says.
So if you’re looking to scale a low- to mid-ticket DTC brand:
Know your values.
Speak directly to your people.
Give them a reason to champion your product.
📢 The right ambassadors don’t just post—they build the brand with you.
💬 Sponsored by SARAL – the tool helping DTC brands scale influencer marketing smarter, not harder.
Book a personalized demo at www.getsaral.com/demo.