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Bee_Influencer

PUBLICIS CONSEIL, Paris / FONDATION DE FRANCE / 2022

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Overview

Background

Bees are dying all over the world. We know that, but don’t realize the extent to which it hurts us. As pollinators 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 (livestock feed), 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 mobilize a wide audience and raise money for the cause.

Description

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. Sharing 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.

Fondation de France uses a viral mechanic to reach Millenials and create an impactful campaign: save the bees. Fondation de France launches the first bee influencer to raise money to save the bees. Through the creation of its own funds named BEEFUND, @bee_nfluencer is sharing posts and stories to recruit followers to become the most followed bee, with a special call to action around World Bee Day (May, 20th). Through her Instagram account B. is an ambassador for the bees' cause. B. shares her daily life on her instagram account via posts and stories mixing educational content and anecdotes. Her objective is to use her influence to mobilize the general public on the urgency of the situation and to financially support the cause of bees (via BEEFUND) through sponsored partnerships. The more followers Bee_nfluencer has, the more funds will be raised to save the bees.

Make it bzzzzz ! A digital concept to engage general audience and brands based on social media (followers & shares), PR (media & social editors coverages), and Influencers (share & engage).

Influence for good. Thanks to B., Instagram’s follow button becomes a new way to act. B. the bee benefits from its influence and money earned through paid partnerships to support the cause of bees and raise awareness in his community. “The more we follow, the more brands will pay to save bees.”

The Fondation de France created BEEFUND to finance 3 types of actions :

• Financing farmers' conversion to pollinator-friendly techniques

• Restoring bee habitats

• Fund independent pesticide control and promote research

After conquering the hearts of 272 000 followers around the world, @bee_nfluencer died. We built her a grave at the Paris Pet Cemetery to attract attention to the tragedy of the extinction of bees, and remind everyone of the need to fight for bees. Her fans came and visit, and animal lovers visiting the Pet Cemetery were touched. They shared pictures of her grave and incited friends to donate. We reached the medias and influencers that had supported her during her life to announce her death, and ask for donations.

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