Digital influence and shopping apps are shaping a new model of loyalty and engagement among brands, content creators, and consumers. Forget the old loyalty programs: the new era blends commissioning, gamification, and genuine community connection. While brands like Oscar Calçados and Linus invest in ambassador programs to boost sales and strengthen ties with their customers, content creation specialists like the agency LOI Global and retail technology companies like Kobe Apps are adapting to show that building lasting relationships with consumers involves a new logic.
At Oscar Calçados, the programHaus Creators Oscaralready brings together nearly 100 partner influencers in less than a year. Creators with at least 10,000 followers on TikTok (or 5,000 on Instagram) are commissioned according to the follower category — the higher the number of followers, the higher the voucher value. Sales tracking is done through the coupons promoted by each influencer, which are applied on the website before completing the purchase. Upon reaching the minimum sales threshold, the influencer is entitled to withdraw their commission. Additionally, the group has daily updates on promotions and performance, and also participates in challenges with bonuses, such as travel packages, festival tickets, among others, with the aim of keeping the influencer community engaged.
"The program, less than a year old, has already received over a thousand applications across Brazil and includes a thorough analysis of profiles to select those that best align with the brand's purpose," says Renan Constantino, partner and director of Grupo Oscar Calçados.
But the bond goes beyond money. It's about affinity, community, and belonging — as shown by Linus, a sustainable footwear brand that structured its Ambassador Program with a focus on relationship. According to a survey conducted by the brand itself, 43% of consumers learned about Linus through friends or family, and 46% relied on recommendations at the time of purchase. "From the beginning, we have 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 of Linus.
LOI, a global agency specializing in influence and performance, emphasizes that this model only works when there is authenticity in the narrative. Brands don't just want numbers. They seek well-told stories,creators"with strategy, connection, and clarity in the data," affirms Felipe Colaneri, founder of LOI. For those who want to stand out in these programs, the tip is to master your audience, present good metrics, invest in purposeful content, and cultivate the relationship with the brand even outside of commercial actions.
This logic of rewards, loyalty, and engagement also extends to shopping apps, which gained new features and prominence in 2025. "Apps have evolved to become centers of the consumer journey, integrating gamification, personalized missions, cashback, and interactions that strengthen the bond with the brand," explains Bruno Bulso, COO of Kobe Apps, a platform that develops retail applications. In practice, the company already has cases of retailers with over 250,000 active users in apps with point systems exchangeable for products, while others bet on proportional cashback based on the average ticket to encourage repurchase, even in low-turnover categories.
According to Bulso, "loyalty is no longer a differentiator: it is a requirement for brands that want to remain relevant. Consumers want to be recognized — and well-structured apps are now the most efficient channel for that."
OfcreatorsTo clients, the new consumer expects more than a good offer: they seek purposeful experiences, tangible benefits, and authentic relationships. The brands that understand this logic — and know how to activate it in the right places, with the right people — have a great chance of leading the influence game in 2025.
