Digital influence and shopping apps are shaping a new model of loyalty and engagement between brands, content creators, and consumers. Forget old point programs: the new era blends commissions, gamification, and genuine community connection. While brands like Oscar Calçados and Linus bet on ambassador programs to boost sales and strengthen ties with their customers, content creation experts like the agency LOI Global and retail technology companies such as Kobe Apps are adapting to show that building lasting consumer relationships follows a new logic.
At Oscar Calçados, the program Haus Creators Oscar already has nearly 100 partner influencers in less than a year. Creators with at least 10,000 TikTok followers (or 5,000 on Instagram) are commissioned based on their follower tier—the higher the follower count, the higher the voucher value. Sales tracking is done through coupons shared by each influencer, which are applied on the website before checkout. Upon hitting the minimum sales threshold, the influencer can withdraw their commission. Additionally, the group receives daily updates on promotions and performance and participates in bonus challenges like travel packages, festival tickets, and more, aiming to keep the influencer community engaged.
“The program, less than a year old, has already received over a thousand applications nationwide and includes a strict profile review to select those who align best with the brand’s purpose,” says Renan Constantino, partner-director of Grupo Oscar Calçados.
But the connection goes beyond money. It’s about affinity, community, and belonging—as shown by Linus, a sustainable footwear brand that structured its Ambassador Program around relationships. According to the brand’s own research, 43% of consumers discovered Linus through friends or family, and 46% relied on recommendations when making a purchase. “From the start, we bet on this type of communication where the greatest strength comes from the community—and how it interacts naturally and genuinely with the brand,” says Olívia Araújo, Brand Manager at Linus.
LOI, a global agency specializing in influence and performance, emphasizes that this model only works when authenticity drives the narrative. “Brands don’t just want numbers. They seek well-told stories, creators with strategy, connection, and data clarity,” says Felipe Colaneri, founder of LOI. For those looking to stand out in these programs, the key is knowing your audience, presenting strong metrics, investing in purposeful content, and nurturing brand relationships even outside commercial campaigns.
This logic of rewards, loyalty, and engagement also extends to shopping apps, which gained new features and prominence in 2025. “Apps have evolved into central hubs of the consumer journey, integrating gamification, personalized missions, cashback, and interactions that reinforce brand ties,” explains Bruno Bulso, COO of Kobe Apps, a retail app development platform. In practice, the company already handles cases of retailers with over 250,000 active app users in point-exchange systems, while others leverage cashback proportional to average order value to encourage repurchases—even in low-turnover categories.
According to Bulso, “Loyalty is no longer a differentiator—it’s a must for brands that want to stay relevant. Consumers want to be recognized—and well-structured apps are now the most efficient channel for that.”
From creators to customers, today’s consumers expect more than just a good deal: they seek purposeful experiences, tangible benefits, and authentic relationships. Brands that understand this logic—and know how to activate it in the right places with the right people—have a strong chance of leading the influence game in 2025.
