The company can gather candidates either by organizing a competition or by searching social media users. In my own use of social media, particularly Instagram, many everyday people are brand ambassadors. This can be seen among users of health and fitness products sponsored by brands such as Nike, Puma and Premier Protein. UnME Jeans can use social media to its advantage by creating a brand ambassador program. These young women posted photos, videos and comments about the brand, thus creating awareness. This is a cost-effective way to market a