Petmo Launches 'Buddy' Program: Why 80% of Fans Declined a Legal Partnership

Petmo Inc. officially launched 'Buddy,' a partner-type pet ambassador program based on formal outsourcing contracts in May 2026. Shifting from traditional influencer marketing that prioritizes reach, this program focuses on building long-term relationships where ambassadors act as business partners involved in product development and strategy. Notably, only 20% of their community agreed to transition to this legal contract model, highlighting a significant gap between being a brand fan and a committed business partner.