With Fondation de France, we reinvented how to raise awareness and money for a cause, by creating the first bee influencer: @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.

On her Instagram B. is an ambassador for the bees 'cause. B. shares her daily life via posts and stories mixing educational content and anecdotes to recruit followers and educate them on what to do at their level. The public loves her. She uses her influence to mobilize her audience and raise money. Soon enough, brands contact her to do paid partnerships: the more followers, the more money. The money earned&raised goes to her BEEFUND, financing 3types of actions: 1Financing farmers' conversion to Bee-friendly agriculture. 2Restoring bee habitats. 3Funding independent pesticide control and promote research.

#1 - We designed the cutest influencer ever, created her CGI look, her tone-of-voice, to appeal to all demographics around the world.

We designed her personality at the crossroads of 3 archetypes: the bee, the influencer, and the activist.

The bee: she is busy and hardworking like a bee.

The influencer: she uses their codes and set-ups.

The activist: she is committed and a fighter.

#2 - Managing the account day-to-day: we developed real-time contextual content in line with the storytelling of her bee-influencer-activist character. All the posts and stories were inspired by the trends we saw emerging on social media. The content told the story of her life as an influencer with lifestyle content. She has a tiny modern apartment (a real apartment made by a specialist of miniature models), a boyfriend and she loves going out with her friends. But B. was also showing her fight through pedagogical posts and her life as a bee with several Q&A's receiving thousands of questions from the followers.

In order to create a real and lasting relationship between B. and her followers, we answered the most relevant comments as well as the many private messages she received. Even though she is a CGI bee made specially to fit her character, the objective was to create real storytelling, to develop B.'s story, and to offer the most realistic experience possible, the one that followers have with influencers.

We rolled out a PR & Digital influence campaign to make B a famous influencer. With a clear call-to-action: follow to support. Thanks to B., Instagram’s follow button becomes a new way to act.“The more you follow, the more brands will pay to save bees.”