Background

Caisse d’Epargne, a leading financial institution in France, sought to strengthen its digital presence by empowering employees to act as brand ambassadors. However, the team initially managed ambassador performance manually, creating challenges in scalability and efficiency.

Challenges

1. Manual Tracking: Before using Favikon, performance tracking relied on spreadsheets, screenshots, and manual analysis, which was time-consuming and error-prone.
2. Scalability Issues: Managing over 500 creators without automation proved overwhelming, limiting the potential impact of the program.
3. Need for Insights: Without robust analytics, evaluating the effectiveness of ambassadors’ posts and campaigns was difficult.

Solution

Caisse d’Epargne partnered with Talent Catcher, which integrated Favikon Business into its employee advocacy strategy. Although Favikon was initially designed for influencer marketing, Talent Catcher adapted it to analyze and track employee ambassador performance.

Favikon’s Key Features for Employee Advocacy

• Real-Time Performance Tracking: Provided detailed metrics such as number of posts, engagement rates, impressions, and visibility.
• Scoring System: Measured the authenticity, reliability, and engagement of ambassadors.
• Community Grouping: Allowed the creation of groups to analyze both individual and collective performance.
• Employee Advocacy Features: Tracked top-performing posts, most-used formats, and standout ambassadors.

Implementation

1. Ambassador Recruitment and Training

• Talent Catcher conducted skill-building workshops every six weeks.
• Ambassadors received ongoing support, including content ideation, visual creation, and post reviews.

2. Weekly Community Engagement

• Hosted challenges, highlighted successes, and celebrated team achievements to keep the community motivated.

3. Using Favikon for Data-Driven Insights

• Tracked 121 ambassadors in the #WeAreAmbassadeurs community over six months.
• Extracted actionable insights to refine strategies and showcase ambassador impact.

Results

Campaign Metrics (Over 6 Months)

• 1,600 Posts: Created by ambassadors across platforms.
• 130,000+ Interactions: Including likes, comments, and shares.
• 10 Million Impressions: Generated through authentic and engaging content.
• €280,000 in Visibility Savings: Equivalent to traditional marketing spend.

Ambassador Success Highlights

• Caisse d’Epargne’s ambassadors stood out in the banking industry, with some ranking in the top three in national categories for all social platforms.

Enhanced Team Engagement

• Regular performance updates and rankings motivated ambassadors, fostering a sense of competition and camaraderie.

Key Takeaways

1. Scalability and Efficiency: Automation through Favikon transformed a cumbersome manual process into an efficient system, allowing Talent Catcher to scale the program effectively.
2. Data-Driven Strategy: Favikon’s detailed analytics enabled a deeper understanding of ambassador impact and performance.
3. Enhanced Authenticity: The focus on empowering ambassadors to create authentic content resonated with their audiences, driving higher engagement.

Conclusion

By integrating Favikon into its employee advocacy strategy, Caisse d’Epargne successfully amplified its brand presence, engaged employees, and drove measurable results. The partnership with Talent Catcher and the use of Favikon’s innovative features highlight the potential for leveraging influencer marketing tools in employee advocacy programs.

Next Steps

Caisse d’Epargne aims to expand its ambassador network, further refining strategies based on real-time insights and scaling its employee advocacy efforts across all regions.

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