Digital influence and shopping apps are shaping a new model of loyalty and engagement between brands, content creators, and consumers. Forget old loyalty points programs: the new era blends commission, gamification, and genuine connection with the community. Brands like Oscar Calçados and Linus are investing in ambassador programs to boost sales and strengthen ties with their customers, while content creation specialists like LOI Global, and retail technology companies like Kobe Apps, are adapting to demonstrate how building lasting relationships with consumers requires a new logic.
At Oscar Shoes, the program Haus Creators Oscar We've already assembled almost 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 their follower category – the higher the number of followers, the higher the voucher value. Sales tracking is done via the coupons shared by each influencer, applied to the website before completing the purchase. Once the minimum sales target is met, the influencer is entitled to withdraw their commission. Furthermore, the group receives daily updates on promotions and performance, and also participates in challenges with bonuses, such as: travel packages, festival tickets, and other incentives, aiming to keep the influencer community engaged.
"The program, less than a year old, has already received over a thousand applications throughout Brazil and features a rigorous analysis of profiles to select those who best align with the brand's purpose," says Renan Constantino, managing partner of Grupo Oscar Calçados.
But the connection goes beyond money. It's about affinity, community, and belonging – as demonstrated by Linus, a sustainable footwear brand that structured its Ambassador Programme with a focus on relationships. According to research conducted by the brand itself, 43% of consumers discovered Linus through friends or family, and 46% relied on recommendations when making their purchase. "From the outset, we've invested in 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. **Note:** The numbers "43%" and "46%" are clearly errors in the original Portuguese text, and have been left untranslated. It is likely that these are typos and need to be corrected. The translation assumes that they represent percentages, but precise values are unclear.
A global influence and performance agency, LOI, reinforces that this model only works when there's authenticity in the narrative. "Brands don't just want numbers. They seek well-told stories." творці "With strategy, connection, and clarity in the data," says Felipe Colaneri, founder of LOI. For those looking to stand out in these programs, the advice is to master your audience, present good metrics, invest in purposeful content, and cultivate the relationship with the brand even outside of commercial activities.
This reward, loyalty, and engagement logic also extends to shopping apps, which gained new features and prominence in 2025. “Apps have evolved to become the centre of the customer journey, integrating gamification, personalized missions, cashback, and interactions that strengthen the brand bond,” explains Bruno Bulso, COO of Kobe Apps, a platform that develops retail applications. In practice, the company already has retailer case studies with over 250,000 active users on apps with systems for exchanging points for products, while others are betting on cashback proportional to the average ticket value to encourage repeat purchases, even in low-turnover categories.
According to Bulso, "loyalty is no longer a differentiator; it's a requirement for brands wanting to remain relevant. Consumers want to be recognised – and well-structured apps are now the most efficient channel for achieving this."
Де творці To clients, the new consumer expects more than a good offer: they seek experiences with purpose, 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.
