In the creator economy, attracting millions of followers is one achievement. Turning that attention into a sustainable business is another.
While many creators rely on advertising revenue, brand sponsorships, and occasional merchandise launches, French entrepreneur Marin Gasparato has spent the past several years developing a different approach: building recurring commercial events around the relationship between creators and their communities.
As co-founder and CEO of Wavel, a French company established in December 2022, Gasparato designed and developed a campaign format that combines exclusive merchandise, high-value prizes, cinematic storytelling, and large-scale promotional events.
Rather than approaching each campaign as an isolated marketing initiative, he built a repeatable model designed to adapt to different creators, audiences, and commercial objectives.
The model has been applied across increasingly ambitious campaigns, including automotive promotions offering 10, 20, and eventually 30 vehicles.
According to Gasparato, campaigns developed through this approach have collectively reached eight-figure revenue, surpassed a milestone of one million orders, and awarded more than 70 vehicles with a cumulative prize value exceeding €6 million.
Behind those results is a business model that Gasparato has helped design, operate, and scale.
Developing a Commercial Model Around Creator Communities
Gasparato’s approach begins with a simple observation: a creator’s audience is not just a source of advertising impressions. It is a community built around shared interests, familiarity, and trust.
Traditional influencer marketing often monetizes that relationship through individual sponsored posts or short-term brand collaborations.
Gasparato’s model takes a different approach.
At Wavel, he developed a format built around four interconnected elements: a merchandise collection reflecting the creator’s identity, prizes aligned with the audience’s interests, a compelling creative concept, and a coordinated promotional launch.
The objective is to transform a commercial promotion into an event that audiences want to follow and participate in.
What distinguishes the model is its ability to maintain a consistent commercial structure while adapting the creative execution to each community.
For automotive audiences, the central attraction may be a collection of exceptional vehicles. For travel enthusiasts, it may be an opportunity to visit a destination closely connected to the creator’s content.
The underlying strategy remains consistent, but the experience is designed around the audience.
“Every community has its own dream,” Gasparato said. “The work is to understand it and build the whole campaign around it, from the product to the prize.”
His responsibilities extend beyond the initial concept. They include commercial strategy, creative direction, branding, visual identity, design, conversion optimization, and coordination with suppliers and operational partners.
This combination of creative development and business execution has been central to the growth of Wavel’s campaign model.
Proving the Model Through Three Consecutive Campaigns
One of the clearest demonstrations of Gasparato’s approach is his work with Laboiserie, a French automotive content creator with approximately two million YouTube subscribers.
The collaboration developed into a series of increasingly ambitious promotional events.
In 2023, the campaign offered 10 cars to celebrate the tenth anniversary of Laboiserie’s YouTube channel.
In 2024, the concept expanded to 20 vehicles.
Gasparato led the creative direction of a heist-inspired campaign titled La casse du siècle, or The Heist of the Century, supported by a narrative short film designed to introduce the event.
The following year, the campaign expanded again.
For Laboiserie’s thirtieth birthday in 2025, the promotion featured 30 cars and a new creative concept built around the announcement that the creator had purchased a second château.
The campaign video featured the vehicles positioned in front of the property, connecting the promotion to a significant moment in the creator’s personal story.
Across three consecutive years, the number of vehicles increased from 10 to 20 to 30.
For Gasparato, the significance of this progression extends beyond the prizes themselves.
Each campaign required a new creative identity while preserving the commercial structure developed through previous editions.
At the same time, increasing the number of vehicles created additional operational demands.
More cars needed to be sourced, inspected, transported, and filmed. More suppliers and production partners had to be coordinated. Merchandise production and fulfillment operations had to accommodate the demands of each launch.
The campaigns demonstrated the model’s ability to support larger events without abandoning its underlying structure.
Beyond Automotive: Adapting the Model to Different Audiences
Gasparato’s approach was not designed exclusively for automotive creators.
Its adaptability was demonstrated through a campaign developed for Tev, the creator behind the travel-focused YouTube channel Ici Japon, whose main channel has approximately 1.1 million subscribers.
For the Tsubaki contest, developed with Tous Imparfaits and Candysan, the central prize was a trip to Japan.
Gasparato led campaign design and creative direction, adapting the format to an audience with interests different from those of automotive enthusiasts.
The project demonstrated how the same commercial framework could support distinct creative concepts.
Rather than relying on a particular category of prizes, the approach centers on understanding what a community values and developing a promotional experience around that interest.
This adaptability is an important part of the model Gasparato has worked to establish.
The Operational Challenge Behind Large-Scale Campaigns
Developing an attractive concept is only one part of delivering a successful creator-led event.
At scale, operational execution becomes equally important.
The campaigns Gasparato has helped develop require coordination across multiple specialized teams, including merchandise manufacturers, video production crews, vehicle inspectors, advertising specialists, shipping partners, and legal professionals responsible for overseeing prize drawings.
In France, the drawings were supervised by a commissaire de justice, a judicial officer responsible for the process.
Gasparato’s role spans the strategic, creative, and operational components of these campaigns.
That responsibility becomes particularly important when a promotion attracts substantial demand within a short period.
Inventory must be available, merchandise production must be coordinated, orders must be processed, and fulfillment partners must be prepared to deliver.
The creator’s reputation is also directly connected to the outcome.
An unsuccessful operation can affect the trust that a creator has spent years building with an audience.
For Gasparato, the ability to deliver on the promises made to a community is therefore fundamental to the business model.
A campaign cannot be considered successful solely because it generates attention or revenue. It must also provide an experience that supports future collaborations.
The cumulative results reported by Gasparato illustrate the scale of the operations involved.
Across the campaigns developed through this approach, the business has surpassed a milestone of one million orders and distributed more than 70 cars, representing over €6 million in cumulative prize value.
According to Gasparato, the campaigns have also generated eight-figure revenue.
These figures reflect not only commercial performance but also the operational demands of coordinating repeated large-scale promotional events.
From E-Commerce Experience to Business Leadership
Gasparato’s work at Wavel builds on an earlier background in digital business development.
He earned a bachelor’s degree in business development from IIM Digital School and gained experience working with e-commerce businesses before co-founding Wavel.
That experience contributed to his understanding of the relationship between commercial strategy, customer acquisition, digital conversion, and operational execution.
As CEO and co-founder, Gasparato has applied those skills to the development of a model that combines creator influence with recurring entertainment-driven commerce.
His responsibilities have required him to connect creative ideas with the infrastructure needed to execute them.
“Understanding how to build a system, and how to make it work commercially, has always been the thread,” Gasparato said.
The progression of Wavel’s campaigns reflects that focus: developing a model, refining its execution, and applying it across increasingly complex projects.
Bringing the Model to the American Creator Economy
Gasparato is now preparing to expand his activities into the United States through a new venture focused on creator-led commercial events.
His team is in discussions with several American content creators, including a prominent creator whose potential involvement has not yet been publicly announced.
The planned campaigns will be adapted to applicable U.S. sweepstakes requirements.
Beyond online promotions, Gasparato’s American strategy includes developing physical experiences that bring creators and their communities together through public events and live entertainment.
The objective is to combine the commercial structure developed in France with new opportunities for audience engagement in the U.S. market.
For Gasparato, the opportunity extends beyond organizing individual promotional campaigns.
He aims to develop recurring partnerships with creators and build events that communities can recognize, anticipate, and participate in over time.
The experience gained through Wavel provides a foundation for that ambition.
From 10-car campaigns to events involving 30 vehicles, his work has centered on a consistent objective: designing a repeatable commercial model, demonstrating its ability to operate at increasing scale, and building the creative and operational infrastructure required to support its growth.
