Art Director, Copywriter, Photographe, Post Production, Illustration
Art Director, Copywriter, Photographe, Motion Designer, 3D Artist
Art Director, Copywriter
Art Director, Copywriter
Social Media Manager
Bertille des Borderies
Strategic Planner, Account manager
Art Buyer, Photographer
Social Media Manager
Creative and Media Lead
Olivia Da Costa
President, Post Producer
Head of Executive Producers
TV Producer, Post Producer
Why is this work relevant for Media?
This campaign shows how to get a worldwide reach without any paid media by playing on what makes media platforms (Instagram centric) unique : their ability to stimulate engagement better than any other touchpoint.
Bees are dying all over the world. We know this, but don’t realize the extent to which it hursts us. As pollinator insects, they play a critical role in global food production and biodiversity : 75% of the food we eat is the direct result of bees pollinating plants. Without them, we would miss a good portion of fruits and vegetables, but also meat and dairy, chocolate, coffee… 46% of wild and domestic bee species are on the verge of extinction, because of intensive agriculture, pesticides, and monoculture which destroys bees habitat and food sources. The heart of the matter : money. Saving bees costs a lot, because we need to finance farmers conversion to bee-friendly agriculture, rebuild bee-habitats, finance research. Fondation de France – Involved for 50 years in collecting donations for biodiversity issues – wanted to rasie awareness, mobilize a wider audience and raise money for
Describe the creative idea / insights (30% of vote)
We reinvented how to raise awareness and money for a cause, by creating @bee_nfluencer. An influencer who wants to become famous and raise money for her cause, by earning money in the same way regular influencers do, by creating and monetizing their audience through paid brand partnerships. B. shares her daily life mixing educational content and anecdotes to recruit followers and educate them. The public loves her. Soon enough, brands contact her to do paid partnerships: the more followers, the more money. The money earned go to her BEEFUND, financing 3types of actions : 1farmers' conversion to Bee-friendly agriculture. 2Restoring bee habitats. 3Funding independent pesticide control and promote research.
Data strategy was crystal clear : The more followers Bee’s had, the more its influence grow. We monitor, week after week the growth of the community and its engagement rates. All the content we produced has to reach both those 2objectives.
Describe the strategy (20% of vote)
At the heart of the strategy: a social concept to engage a general audience and brands with social media (followers & shares), other Influencers (share & engage) and PR (media & social editors), with zero media spend.
We designed the cutest influencer ever, created her looks and tone of voice to appeal to all demographics around the world. We created a dedicated fund inside the Fondation de France: The BEEFUND, to make sure followers understood where the money went.
We rolled out a PR & Digital influence campaign to make B a famous influencer.
With a clear call-to-action: follow to support, Instagram’s follow button becomes a new way to act. B benefits from her influence and money earned through paid brands partnerships to support the cause and educate her community. “The more you follow, the more brands will pay to save bees.”
Describe the execution (20% of vote)
#1Teasing: onboard social editors, media and influencers to announce B.’s birth and spread the word on the bee issue.
#2 -Reveal and launch: Reach lifestyle media and influencers to support the creation of Bee’s account on World Bee Day, help B. expand her community, call brands to work with B.
#3 Managing the account: B regularly shared stories and posts about her life and answered Q&As to educate her followers about the cause and the ways people could act at their level.
#4 - Creating 13 paid brand partnerships for B.
#5 - Announcing B’s death :
To end as strongly as we began, B passed away. It devastated her community, serving as a reminder of the urgency. We built her tiny grave at the Paris Pet Cemetery to remind everyone of the need to fight. We reached media and influencers to announce her death, and ask for donations.
List the results (30% of vote)
-Reach: In 2 years, 600,000people followed B thanks to an outstanding media coverage. The media positioned B. as the IT-girl to follow. +250influencers committed to the cause, +570clippings, 70% online/30% print, 4TVs shows, 100%positive coverage. A socialmedia &media coverage that amounted to 240,317,694 impressions, with a total reach of 23,269,871 (excluding B.'s own account).
-Engagement: 600,000 followers over 2 years (272k today) engaged with the 769posts/stories shared on her account. With4,137,376engagement, 3,106,922likes, 40,609,380impressions, B mobilized an international community with a 8% engagement rate, 4times superior than average.
- Money: With her growing influence, 13 committed brands worked with B on paid-partnerships: Ricola, LaPoste, Burt’sBees, AirBnb, Guerlain, Axa etc. She even became the Galeries Lafayette’s Christmas muse. Raising 200,000€ for bee preservation. With total impressions = 280 927 074
Total engagement = 4 137 376