The Ambassadeur Community

The Challenge

Influencer marketing has never historically been associated with sustained, long-term impact. In 2024, French multi-national retailer Fnac set its sights on precisely that: building a community, rather than a campaign.

The Strategy

Fnac created its own closed network of brand ambassadors, the Fnac Ambassadeur programme, to deliver a sustainable acquisition lever it could turn to all year round. A strategic partnership with whitelabel solution provider and influencer network Shop My Influence enabled the centralisation of over 550 partnerships on a dedicated mobile app.

The Work

Supported by tracking from Awin, the app gave creators the freedom to plan and post unique content by grabbing Fnac product URLs, instantly building links, and sharing them wherever they saw an opportunity. The planning and execution were anchored by a proprietary mobile app, strategic affiliate tracking, and a high degree of influencer autonomy that turned creator activation into a core, continuous business driver rather than a series of one-off campaigns.

Results

The app generated 440,000 clicks and drove over €600,000 in direct sales, with an explosive percentage increase year-over-year increase in sales.

The Judges' Verdict

The collaborative campaign by Awin and Fnac was hailed as a flawless, visionary entry that provides a blueprint for the future of influencer and partnership marketing. Rather than renting influence, the team built an appreciating asset: a scalable, long-term influencer infrastructure and an owned, sustainable creator ecosystem. The enormous year-over-year sales increase was the result of pairing influencer and affiliate channels in a way few programmes have attempted.

" Some judges described this as the best entry reviewed in 2025, it stood out for building an appreciating asset rather than simply renting influence."