Summary
Discover how Label Emmaüs (French social and solidarity-based e-commerce platform) uses ethical affiliate marketing with Affilae to boost awareness and sales for its solidarity e-commerce. Explore the challenges and successes of an ethical and innovative marketing strategy.
Interview with Anne-Sophie Tournadre, Label Emmaüs
Anne-Sophie Tournadre was Head of Communication and Marketing at Label Emmaüs until March 2024. Her mission was to implement the brand’s communication strategy across all channels — social media, newsletters, and visibility partnerships — and to develop new marketing levers, including ethical affiliate marketing, to increase awareness, visibility, and sales for the solidarity-based online store.
What were Label Emmaüs’ initial motivations for creating an ethical affiliate marketing program?
Affilae provides us with a wide range of publishers who respect our values and ethical model. We never collaborate with influencers who promote fast fashion. To reach our goals, we test new types of publishers and consider tailored activations across various product categories. Affilae’s expertise is essential to help us find the right partners, based on an ethical affiliate marketing strategy
In 2024, with limited communication budgets, it became difficult for Label Emmaüs to maintain a managed service for their affiliate program. To continue improving our visibility and promoting solidarity e-commerce, Affilae’s teams decided to support us by adapting their pricing and offering a significant commercial gesture. Without this, we would have continued our affiliate program in self-service mode — but without benefiting from their team’s valuable expertise.
What objectives and challenges did you set to evaluate the relevance of your program?
Our main objective, together with our Account Manager Marjorie, is to generate strong revenue with a solid ROI.
We’re aiming for €18,000 in monthly revenue. The first quarter is always a bit challenging for us, but we already saw a strong recovery in April.
As a solidarity-based online store, did you face difficulties onboarding influencers? Do most of them agree to lower their fixed fees?
Most influencers are willing to make an effort because of our connection to Emmaüs, although some decline due to strict rate cards. Overall, we’re lucky to benefit from many free mentions thanks to influencers’ genuine engagement through gift cards and a few fixed-fee partnerships at more reasonable rates.
Label Emmaüs prioritizes long-term collaborations, working with four ambassadors who speak about the brand four times a year. One-off activations tend to be less effective since they get lost in the constant social feed and are very time-consuming.
Our ambassador pool allows us to build long-lasting relationships, ensuring authenticity and consistent visibility.
How do you manage product allocation and gifting for influencer partnerships?
We offer a gift card that allows influencers to choose their own products. This way, they can feature items they genuinely like, ensuring authentic promotion while avoiding stock management issues.
How did the Affilae team support you in this project?
Affilae supports us both strategically and operationally:
- Selecting relevant influencer profiles
- Helping with contracts and administrative tasks, which can be quite time-consuming too.
What are the advantages of working with a platform like Affilae?
A platform like Affilae allows us to:
- Access real-time dashboards with a full overview of all partners in one place
- Launch quickly with a wide network of publishers already available
- Benefit from tactical recommendations from the Service team
Discover our full Label Emmaüs case study
Share :
