AGENCY: R\West
CLIENT: Bonne Maman
ROLE: Social Media Director
When Bonne Maman France was hosting a mothers day event on a boat in Paris, we saw an opportunity to connect the US arm of the brand to it’s French roots, by creating an influencer experience surrounding the event.
Our goal was to increase awareness and affinity of and for the brand amongst millennial foodies, so we focused in on selecting influencers with millennial followings and a love for baking. We contracted Molly Yeh, Broma Baking and Lily Diamond to represent the brand in Paris and built an itinerary that allowed them to experience the same passions and values that Bonne Maman hold so closely. The itinerary, while centered on the event on the boat, also gave each influencer an opportunity to experience the foodie side of Paris and included hosted dinners at world renown restaurants and a walking foodie tour of the city curated by our team.
Creating an immersive experience that was built on the influencers passions lead to a lot of added value for the brand; where our contracted content should have netted us 1.5 million impressions, we gained 4.1 million impressions and increased the Bonne Maman US instagram following by 20%.
The feedback from the influencers was glowing:
“As an influencer, there is truly nothing that connects you more strongly to a brand than getting to know that brand in person. The intimacy of this Bonne Maman experience in Paris is something that no email exchange, press release, or one-off partnership can compete with. Meeting people who live and breathe Bonne Maman, who literally make the brand come to life, is one of my favorite parts of my job. It’s the strongest way to show the commitment, passion, and excellence for what a brand does, and one that fosters a deeply connected partnership for years to come.” – Sarah, Broma Bakery.
“Our three days in Paris with the Bonne Maman team were deeply educational, profoundly delicious, and perfectly curated. From discovering the nuances of preserve science on the sun-dappled decks of La Maison Bonne Maman to mastering the perfect Parisian picnic at Place des Vosges (fig preserves included, bien sur), we were given every opportunity to learn about the legacy of Bonne Maman and its current place within the culinary and daily culture of Paris. The team created the perfect container within which we had the freedom to appreciate and learn about the glory of Bonne Maman. Merci bien!” – Lily Diamond.
Sample posts:
Molly Yeh // Tonka Bean and Preserves Rice Pudding
Molly Yeah // Everything I Ate in Paris
Broma Bakery // Raspberry Rose Macarons
Broma Bakery // Paris with Bonne Maman
Lily Diamond // Apricot Rose Summer Fruit Platter
Lily Diamond // Paris, A Culinary Adventure
To see our walking foodie tour of Paris, use this map.