In this article, we explore how ambassador programs drive ecosystem expansion by engaging communities, fostering developer adoption, and supporting grassroots education. By analyzing case studies from Arbitrum, Celo and Morph, we examine different models for ambassador-driven growth, including structured mentorship, tiered contribution systems, regional advocacy, and technical education initiatives. The objective is to identify key strategies and best practices that Scroll can adopt to design an ambassador program that strengthens community participation and ecosystem growth.
This is part of a case study research series
Case Study
Arbitrum Ambassador Program
Overview
The Arbitrum Ambassador Program, initiated by the Arbitrum Foundation, is a program aimed at building a grassroots community, educating users and developers, and expanding Arbitrum’s global presence.
The program has evolved through two phases; Phase 1 launched in 2023 engaged university students through the University Fleet, focusing on blockchain education and development. Phase 2 (2024–2025) expanded to Web3 advocates with strong social presence, emphasizing content creation, developer onboarding, and community events, with regional growth in India, Nigeria, Mexico, Korea, and Brazil.
Goal of the Program
- Expand ecosystem education by driving developer onboarding, governance participation, and community-led learning initiatives.
- Empower local ambassadors to represent Arbitrum through events, content creation, and advocacy in their regions.
- Strengthen regional advocacy by providing funding, resources, and mentorship to ambassadors in high-impact markets.
Selection & Eligibility
- The Arbitrum Ambassador Program are active community members who are passionate about education, advocacy, and event coordination within the Arbitrum ecosystem.
- Application-Based Selection – Ambassadors are chosen based on experience, community engagement, and understanding of Arbitrum’s technology and governance.
- Global Representation – The program prioritizes high-growth blockchain markets, with active ambassador communities in India, Nigeria, Mexico, Korea, and Brazil.
- Social Presence Requirement – Candidates are expected to have an active social media presence to amplify ecosystem awareness and engagement.
Contributions
Ambassadors are primarily tasked with the growth and development of the Arbitrum ecosystem through education programs, such as ; conducting workshops, producing technical guides, organizing local meetups etc
Impact
- 122 ambassadors made up of 26 (university groups) 96 individuals
- 30+ irl events hosted, including technical workshops and hackathons.
- 100+ pieces of content created, providing educational resources for the Arbitrum community, covering technical tutorials, governance insights, and ecosystem updates.
What Scroll Can Learn
- Bootstrapping Regional Community Growth: Arbitrum’s grassroots-first approach demonstrates the effectiveness of empowering local leaders to drive education and engagement, fostering organic adoption in key regions.
- Scalable Ambassador Expansion Model: The transition from university-focused engagement (Phase 1) to broader Web3 advocates (Phase 2) provides a proven framework for structured community expansion.
- Leveraging Online & Offline Advocacy: Arbitrum’s blend of online education campaigns, social media engagement, and offline workshops highlights the importance of multi-channel outreach for ecosystem growth.
What Scroll Can Do
- Adopt a Multi-Stage Community Growth Strategy: Start with high-impact pilot initiatives (such as university or early adopter cohorts) before scaling to broader Web3 communities.
- Invest in Local Leadership & Advocacy: Provide resources, mentorship, and incentives to community-driven ambassadors who organically expand awareness of the ecosystem.
- Enhance Multi-Platform Engagement: Encourage a mix of social media advocacy, digital content creation, and in-person events to strengthen education, awareness, and adoption efforts.
Resources
Phase 2 - Ambassador Program
Celo Ambassador Program
Overview
The Celo Ambassador Program, led by the Celo Foundation, is a global initiative designed to promote financial inclusion and blockchain adoption. Ambassadors contribute by organizing events, producing educational content, and driving community initiatives to expand awareness and usage of Celo’s mobile-first blockchain.
Goal of the Program
- Expand access to DeFi through local advocacy and education.
- Promote financial inclusion by onboarding users in underserved regions.
- Support Celo’s ecosystem growth through content creation and developer engagement.
Selection & Eligibility
- Active and Mission Aligned: Celo Ambassadors are passionate about building local communities around Celo’s mission of prosperity for all.
- Open Application Process: Rolling admissions with applications reviewed by Celo’s core team to identify committed advocates.
- Regional Representation : Prioritizing individuals in regions aligned with Celo’s mission of financial inclusion, ensuring diverse and impactful outreach.
Contributions
- Creating educational content in their local language to engage new users.
- Building partnerships with local organizations to promote financial inclusion.
- Organizing community events (both virtual and in-person) to discuss Celo’s technology and mission.
- Supporting ecosystem growth by onboarding developers and engaging with Celo projects.
Benefits
- Gain recognition and Credibility within the Celo ecosystem
- Develop meaningful relationships with the cLabs team and other projects building on Celo
- Receive content, training, and best practices for becoming a community leader
Impact
- 50+ ambassadors across 16 countries.
- Regular regional meetups and educational programs.
What Scroll Can Learn
- Mission-Driven Advocacy: Scroll can learn from Celo’s approach to aligning ambassador contributions with a clear purpose, ensuring community members are motivated by a shared mission rather than just incentives.
- Localized Community-Led Growth: Scroll can learn from Celo’s regional ambassador model, which prioritizes empowering local leaders to drive adoption through on-the-ground education and engagement.
- Sustained Ambassador Engagement: Scroll can learn from Celo’s structured training, mentorship, and incentives, which help retain ambassadors and ensure consistent, long-term participation.
What Scroll Can Do
- Develop an Ambassador Model Focused on Ecosystem Growth: Create a program that supports both developer education and community expansion through structured initiatives.
- Empower Local Community Leaders: Identify key regional advocates and equip them with the tools and resources needed to scale adoption.
- Provide Structured Training & Incentives: Offer ongoing mentorship, learning materials, and performance-based rewards to sustain engagement and ensure ambassador contributions align with Scroll’s goals.
Resources
Celo Ambassador
Morph Ambassador Program
Overview
The Morph Ambassador Program is an initiative designed to promote adoption and innovation within the Ethereum ecosystem by empowering passionate community members worldwide.
Goal of the Program
- Accelerate developer adoption by helping builders explore Morph’s infrastructure.
- Expand technical education through ambassador-led content and outreach.
- Increase regional engagement by supporting local advocacy efforts.
Selection & Eligibility
- Tiered Ambassador Structure – Morph Ambassadors are divided into:Gold (Builders), Silver (Creators), Bronze (Supporters/Moderators)
- Application-Based Process :Candidates are selected based on expertise, technical background, and community contributions.
Contributions
- Builders – Develop consumer-focused applications, provide product and roadmap feedback, and offer thought leadership.
- Advocates – Create intermediate to advanced content (ideally technical), judge hackathons, and translate or provide feedback on content and events.
- Explorers – Moderate community platforms, support virtual events, establish new language channels, and generate traction on social media.
Benefits
- Contribution-based compensation (Builders, Advocates)
- Swag package (Builders, Advocates)
- Access to Morph grants and accelerator program (Builders)
- Mentorship sessions with Morph technical teams and leadership (Builders)
- Mentorship sessions with the Morph DevRel and Community teams (Advocates)
- Periodic learning sessions with Morph advocates and team members (Explorers)
- Monthly performance-based compensation (Explorers)
Impact
- 80+ ambassadors actively contributing to Morph’s growth and adoption.
What Scroll Can Learn
- Role-Specific Contributions: Scroll can learn from Morph’s structured ambassador roles, ensuring developers, educators, and community advocates contribute based on their expertise, leading to higher impact and engagement.
- Aligning Incentives with Contribution Impact : Scroll can learn from Morph’s contribution-based rewards system, where technical development, content creation, and advocacy are directly tied to compensation, mentorship, and funding, ensuring meaningful participation.
- Developer-Focused Growth Pathways: Scroll can learn from Morph’s integration of grants, mentorship, and accelerator programs, providing long-term incentives that help retain high-impact contributors and foster ecosystem growth.
What Scroll Can Do
- Adopt a Tiered Ambassador Structure: Define distinct roles for Scroll Ambassadors, ensuring developers, educators, and community leaders contribute based on their expertise.
- Align Incentives with Contribution Impact: Develop a structured rewards system where ambassadors receive funding, mentorship, and recognition based on measurable contributions.
- Provide Growth Opportunities for Builders: Offer developer-focused incentives, such as grants, mentorship, and exclusive ecosystem access, to attract and retain high-impact builders.
Resource