Bee Influencer

Who is Bee Influencer?

Bee Influencer, known as B., is presented as the first bee influencer on Instagram. She was created to raise public awareness about the decline of bee populations and to act as an ambassador for bee conservation in partnership with Fondation de France and the BEEFUND initiative.

The account turns audience attention into funding: sponsored posts and brand-supported activations generate donations that feed the BEEFUND, linking follower growth directly to financial support for projects that protect bees.

Creator & production

The concept and creative direction were developed by Publicis Conseil, with media and outreach co-piloted by Publicis Consultants. Production credits include a 3D character model and visual content produced by the studio Asile Paris.

Visual style and aesthetics

B. is rendered as a friendly, stylized 3D bee that blends animal traits with human-like expressions. The imagery places her in everyday, culturally varied settings—beach scenes, interiors, event moments—so she reads as both whimsical and relatable.

Visuals emphasize bright, engaging compositions and a clean, modern retouching style. Signature cues include the anthropomorphic facial features, playful poses, and contextual props that link the character to fashion, lifestyle and advocacy scenes.

Content Type & Format

Bee Influencer's content is primarily published on Instagram in the form of feed images and short-form video clips. Posts showcase staged 3D scenes, lifestyle moments, and branded creative assets that are designed to be easily shared by other users and partner accounts.

B.'s content themes combine everyday life snapshots with environmental advocacy. Bee Influencer's personality comes across as playful and earnest; captions and visuals repeatedly call attention to pollination, biodiversity, and the need to support on-the-ground projects through the BEEFUND.

Interaction formats include sponsored posts, influencer activations, and media-led calls to action that encourage follows and shares. Bee Influencer's content strategy leverages collaborations, Q&A-style captions, and branded posts to convert attention on Instagram into measurable fundraising outcomes.

Bee Influencer Collaborations and Campaigns

BEEFUND Fundraising Campaign: Fondation de France x Bee Influencer: Launched in 2019 as the core initiative, this campaign aimed to raise funds for bee-protection projects. The campaign used Instagram posts, influencer activations, and press outreach to convert follower growth into donations for the BEEFUND. Ricola Partnership: Ricola x Bee Influencer: Presented as a brand collaboration that contributed sponsored creative content to the fundraising mechanics. The work appeared as co-branded posts and image assets integrated into Bee Influencer's Instagram feed. Airbnb Partnership: Airbnb x Bee Influencer: Part of a set of brand activations where visual posts and sponsored content aligned the brand with biodiversity messaging. The collaboration used Instagram imagery and shared storytelling formats to reach audiences. Les Galeries Lafayette Partnership: Les Galeries Lafayette x Bee Influencer: A retail-focused collaboration that paired visual merchandising-style posts with the character to highlight support for the cause. The activity relied on high-quality feed images and cross-promotion. Guerlain Partnership: Guerlain x Bee Influencer: A luxury brand collaboration that used branded posts and stylized imagery to tie product storytelling to bee conservation themes. Content emphasized visual craftsmanship and cause-aligned messaging.

Recognition and impact

The project grew rapidly on Instagram and converted that reach into funds: the campaign reported hundreds of thousands of followers and raised more than 250,000 euros for the BEEFUND. The creative work received industry recognition, including awards at Cannes Lions and other international festivals.