What if influencer marketing could do more than just promote products? That’s exactly what Wesco and the agency Digitalkeys demonstrate with a long-term ambassador strategy. The results: coherence, visibility, and an engaged community. Let’s break down a campaign rooted in values and results.
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On one side: Wesco, a flagship French brand serving early childhood professionals. Founded in 1975, it’s known for educational toys, furniture, and durable, high-quality childcare products. Its mission: help children discover the world in a joyful and nurturing environment.
On the other: Digitalkeys, a French agency specialising in media and data. With 360° expertise in media strategy, CRM, SEO, social media, the agency supports clients across the full digital journey. Its content marketing division, led by Yolaine Pain, oversees influencer strategy.
“Wesco is a loyal client we’ve worked with for over ten years. They truly understand the value of recommendation and know that influence is about more than just sponsored posts,” says Caroline Gaudeau, Account Director at Digitalkeys.
While Wesco is already a well-known name in France, the brand is facing a modern challenge: renewing its visibility among young families and the next generation of professionals.
The 2024 strategy, created with Digitalkeys, focused on emotion, social proof, and repetition. The goal? Showcase products in real-life settings, fully aligned with the brand’s values: inclusivity, creativity and sustainability.
The guiding principle: activate the same group of brand ambassadors several times a year around key sales moments (new products, holidays, etc.). The aim wasn’t to drive conversions at all costs but to build brand recall and emotional connection.
“This isn’t a pure ROI-driven strategy. Wesco’s main goal is visibility — showing how their products come to life in nurturing, inspiring environments,” explains Yolaine Pain.
While Wesco manages around ten collaborations a year in-house with macro influencers (including @jolipenderie, 141K followers), the agency proposed a complementary approach: a structured ambassador strategy.
Three content creators — all mums of children aged 0–5 and active on Instagram — were selected for their natural affinity with Wesco’s products and brand values. Their communities range from 100,000 to 250,000 followers.
Their mission? Create sincere content shared regularly: Reels, carousels, swipe-up stories — distributed throughout the year for maximum impact.
“We’ve moved from one-off activations to a more structured ambassador model. It’s more effective and delivers better results thanks to consistent exposure,” says Yolaine Pain.
Running an ambassador strategy also means closely tracking content performance after each activation. Kolsquare was instrumental in this.
By automating reporting and centralizing data, the platform allowed Digitalkeys to manage the campaign precisely while Wesco maintained control over product seeding to macro influencers.
“Before Kolsquare, we used Excel for influencer selection and manual reporting. Now we share a live dashboard with our clients. It saves a huge amount of time and shows the value of our work,” the Digitalkeys team notes.
Real-time insights also enabled mid-campaign adjustments by quickly identifying the top-performing content.
The strategy is paying off. In 2024, 14 pieces of content reached more than 520,000 accounts with a 5% engagement rate on Instagram — an excellent result for this type of campaign.
Even better: 80% of each influencer’s audience saw Wesco content multiple times. That repetition helped anchor the brand in the audience’s memory.
“Thanks to repeated activations — Reels + Stories — we reached 80% of the potential audience. It’s proof that consistency works,” concludes Yolaine Pain.
This three-way collaboration between Wesco, Digitalkeys, and Kolsquare shows what a well-thought-out influencer campaign can achieve. Carefully selected creators, consistent storytelling, and smart tools can drive real impact without overexposure or saturation.
“Kolsquare’s search engine and reporting capabilities really stand out. It’s become a powerful commercial lever not just for our current clients, but for prospects too,” concludes Yolaine Pain.
Want to build your own impactful ambassador strategy? Book a demo with one of our experts today.
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