In a context where consumers are constantly exposed to promotional messages, brands need to redouble their creativity to engage their audience and stand out from their competitors. Influencer marketing offers many effective ways of doing this.

To the question of what is influencer marketing? The first obvious answer is that this digital strategy is unavoidable. According to a recent study, the global influence market is now worth more than 16 billion dollars. Et collaborer avec des créateurs de contenu est donc un levier indispensable pour humaniser sa marque, créer une connexion authentique avec son public et toucher une audience plus large.

However, this strategy also presents a number of challenges. Influencer marketing is constantly evolving to meet consumers’ expectations of proximity and interaction. But it also needs to equip itself with more powerful tools to better measure the performance of campaigns and personalise them as much as possible.

Gamification, the integration of playful elements into influencer marketing, is an excellent way of meeting these challenges.. Dans cet article, on s’intéresse donc aux avantages de cette stratégie et aux différents outils interactifs pour en booster les performances.

SUMMARY

• What is influencer marketing?
• The benefits of influencer marketing for brands
• How can influencer marketing campaigns be gamified?

Influencer marketing is a strategy in which brands collaborate with content creators, mainly on social networks. Influencers are personalities who have managed to build up an online audience, generally by specialising in a particular content niche and creating links with their followers.

This closeness to their audience and ability to create native content on social networks are two particularly strategic levers for companies. By co-creating campaigns with influencers, brands can reach a wider audience that is potentially interested in their products or services. Content creators also act as ambassadors, embodying the brand and its values, giving it an image that is more authentic and closer to its audience.

An integral part of any influencer marketing strategy is therefore to identify content creators whose interests, tone and values are close to those of the company (as in a co-branding strategy). In this way, companies can ensure they are reaching the right audience, maintaining consistency in their communications and highlighting their world and value proposition.

Influencer marketing can be an incredibly powerful marketing tool for brands, whatever their reputation, sector of activity or objectives. According to a recent report on the subject, almost half of consumers (49%) make a purchase at least once a month after being exposed to influencer publications. And almost all shoppers (86%) say they make a purchase following recommendations from a content creator at least once a year.

The main reasons for influencer marketing include :

Increase brand awareness

Working with influencers enables companies to reach a wider, highly qualified audience. By sharing campaigns about a brand, content creators help to raise awareness of the brand among new people or improve its image. This is how, for example, influencer Léna Situations has modernised the image of the Jennyfer brand.

Target the audience for your marketing campaigns more effectively

Influencer marketing helps brands to precisely target their audience. The key is to work with a creator whose community matches the characteristics (demographic or behavioural) of the company’s target audience. So it’s an excellent way of ensuring that your message reaches the right people and is delivered in a way that resonates with your audience (making the campaign more impactful).

Achieve higher conversion rates

Social proof is a powerful conversion factor. Consumers are more likely to buy a product if it has been recommended to them by someone they trust (and not by the brand itself, through traditional advertising). What’s more, influencers have mastered the codes of content creation on social networks. As a result, their publications are better integrated into users’ news feeds, making them more likely to capture their attention and generate conversions.

Create a more authentic and trusting relationship with your audience

Influencers also enable brands to humanise their communications and create a more authentic connection with consumers. They will create credible content that will enable their followers to better understand their brand. identify the strengths of a product or service and the different ways in which it can be used. Their shared experience, which is less formatted and more spontaneous, is also more likely to generate trust (and therefore conversion and loyalty) than a traditional promotional campaign.

Le marketing d’influence est une stratégie puissante pour atteindre et convertir son public cible. Mais c’est aussi devenu une arène publicitaire ultra compétitive dans laquelle les marques doivent redoubler d’efforts pour convaincre les créateurs de collaborer avec elles et capter l’attention de leurs abonnés. 

La gamification en marketing est un levier qui permet de booster les performances d’une campagne de plusieurs manières. Cette technique peut par exemple être utilisée pour motiver les influenceurs et valoriser leur contenu. Les entreprises peuvent ainsi gamifier leur programme d’influence (ou d’ambassadeurs) de la même manière qu’un programme fidélité. Les créateurs qui génèrent le plus de vente peuvent ainsi cumuler des points, atteindre de nouveaux paliers et bénéficier d’avantages spécifiques (goodies, une commission plus élevées sur chaque vente, des accès aux backstages de la marque). 

Mais la gamification permet surtout de capter plus facilement l’attention des audiences et de stimuler leur engagement. En créant des campagnes plus ludiques, sous forme de concours créatifs ou de jeux marketing, les entreprises et les influenceurs peuvent en effet encourager les utilisateurs à interagir avec eux et booster la viralité de leur contenu.

Les mécaniques jouables propres à la gamification sont aussi un excellent moyen d’augmenter les interactions des abonnés avec la campagne. C’est donc un puissant levier pour collecter plus de données zéro-party et ainsi mieux comprendre les besoins et attentes de son audience. A partir de cette data, l’entreprise pourra ensuite créer des campagnes encore plus personnalisées, et donc beaucoup plus engageantes !

Conclusion

Gamification is an excellent way of creating even more effective influencer marketing campaigns. To engage the creators you work with and their audience, don’t hesitate to integrate interactive mechanisms into your content. Discover our catalog of marketing games and boost your influencer strategy!

Brands are constantly looking for marketing levers to engage and convert their audience. Gift cards are one of the most popular tools for boosting brand awareness and encouraging purchases or repeat purchases.

They are widely adopted by retailers, from fashion to restaurants, not forgetting supermarkets. However, gift cards are also used by smaller brands to engage their audience. They are all the easier to mobilise as part of an omnichannel customer experience. They can be physical or digital.

In this article, we’ll be sharing how to strenghten your relationship with your audience using gift cards. We’ll explore ways of gamifying a gift card program and making the experience interactive and engaging.

SUMMARY

• The explosion of gift cards as a mtehod of payment
• What are the advantages of gift cards for brands?
• How can you gamify your gift cards to boost buyer engagement?

In 2024, brands reported an increase of almost 25% in gift cards purchases. Gift cards are no longer reserved for the festive season, when they are given as Christmas presents. It is now becoming more widespread during high points such as sales, Black Friday, Mother’s Day and Valentine’s Day (when consumers want to give pleasure or treat themselves).

Another new development is the dematerialisation of gift cards. Long confined to physical shops, they are now exploding in e-commerce. According to a Global POS analysis, the average value of gift cards activated on the web has riser from €50.73 to €59.56 in 12 months, an increase of 17.42%!

For consumers, they are becoming the preferred method of payment, both in retail and online. The distribution of market shares remains equivalent, with fashion leading the way in terms of usage. Nevertheless, we are seeing an increase in purchases made using this methods of payment during the sales period, demonstrating the growing importance of gift cards in consumer habits.

A significant increase in revenues

Gift cards are an opportunity for brands to increase their sales. This is an advance payment that is not always used by its holders. According to CEB TowerGroup, 10% of gift card balances remain unused, which represents a considerable margin. In one year, a brand like Starbucks can make a profit of 1 billion dollars from unused gitf cards. Buyer who use these cards generally spend more than the initial amount,increasing the company’s revenues. 61% of consumers who opt for this payment method spend more than thier balance.

An opportunity to acquire new customers

Many of the customers who buy a gift card are new customers. It is therefore a lever of brand awareness, which capitalise on recommendations to boost visibility. Overall , gift cards reduce acquisition costs. The brand takes advantage of the visibility and traffic of other brands to raise its profile by placing its gift cards in a distribution network (or on platforms such as my gift card).). C’est d’autant plus efficace quand elles sont affichées à côté de celles d’entreprises comme Amazon ou Netflix.

A lever for customer retention and loyalty

Gift cards improve the shopping experience by offering consumers greater flexibility. They benefit from greater flexibility of choice, and the dematerialisation of cards simplifies their use. This tool can also be a way of strengthening the loyalty program and make it stand out from the crowd. By sending them to customer who cross a threshold (or number of loyalty points), brands can increase the repurchase rate. It’s a way of strengthening the relationship with our most committed customers by rewarding them with an e-card.

A tool for collecting customer data

The use of gift cards enables retailers to improve their customer knowledge. They are able to track purchases and collect data (the time between the purchase of the card and its use, the amount of the purchase, the products or services purchased, etc.).

Dematerialised gift cards, sent via an email campaign (as part of a loyalty program), can be used to refine these analyses.. L’entreprise peut suivre le parcours client et calculer son ROI.

While the gift card is a tool for expanding and engaging its audience, it remains a competitive arena. To stand out from the crowd, brands can enhance the experience by opting for gamification. Gamification strengthens the interaction between the company and the consumer, through playable formats and attractive rewards. In the context of a gift card program, this can take the form of:

• Interactive promotional campaigns. Playable Marketing is an excellent way of boosting visibility and encouraging audiences to buy gift cards. the brand can launch a gamified campaign on social networks in order to generate leads and acquire new clients. Le format du contests increase the virality of the campaign and makes it more attractive.

• Gamified rewards: shoppers can increase the value of their card or unlock rewards (free goodies, free delivery) by taking part in a marketing game or challenge. The brand can integrate a QR code into its gift card, taking consumers to a winning instant to encourage them to buy one.

Conclusion

Gift cards are all the rage, both in-store and online. They’re ideal for raising your brand’s profile and engaging your audience. To make them more attractive and generate more sales, gamify your shopping experience with our interactive mechanics!