Scaling influence with a 100% performance-driven strategy
Leroy Merlin is redefining the boundaries of influence and affiliation with an “always-on” model that is 100% performance-based. Remarkably, this strategy operates almost entirely without product gifting—only 9% of partners received a product during the period.
What is the main objective? Transforming creators who already share spontaneous content into genuine, paying brand ambassadors to drive recurring sales and maximizing long-term impact.
This innovative approach earned two prestigious awards at the French Cas d’Or Performance Marketing Awards: Gold in “Influence Marketing & Social Media” and Silver in “Influence Marketing.”
The challenge: Building a sustainable and data-driven network
Leroy Merlin set out to create a partnership ecosystem that balances volume with profitability:
- Organic recruitment: Building a network of affinity-based creators on a 100% CPA (Cost Per Acquisition) model.
- Long-term engagement: Strengthening partner loyalty through regular communication, exclusive previews (e.g., the Mathilde Cabanas collaboration), and strategic support during peak seasons.
- Data-driven attribution: Using granular data to attribute conversions and commissions, incentivizing every touchpoint to generate 100% measurable and profitable incremental growth.
The media mix: Quality and relevance
To ensure brand alignment, Leroy Merlin prioritized two main channels:
- Influence (top priority): Rigorous vetting of profiles based on content quality and community engagement across YouTube, Instagram, Pinterest, and TikTok.
- Specialized blogs: Focusing exclusively on DIY and home renovation blogs, steering away from generic media sites.
The strategy: Tactical activation and custom incentives
The success of performance-based influencer marketing at Leroy Merlin relies on smart segmentation and tailored support:
- ROI-focused onboarding: Selecting the most relevant projects for gift card requests to onboard new “always-on” partners while securing immediate ROI.
- Seasonal support: Aligning creator content with key commercial milestones, such as “Project Days,” Christmas, energy renovation periods, and outdoor living.
- Tiered incentives: Categorizing profiles to offer bespoke rewards. For example, reactivating top-tier publishers with gift cards or increased commission rates (HDR).
- Partner empowerment: Streamlining the creator experience with intelligent tools and personalized guidance to make the partnership as friction-less as possible.
The takeaway: From spontaneity to scalability
By treating creators as true business partners, Leroy Merlin proves that performance-based influencer marketing can drive massive scale. This model demonstrates that authenticity and ROI are not mutually exclusive—provided you have the right data and a structured community to support them.