Abby: Positioning Electronic Invoicing Expertise Through Multi-Platform B2B Influence & UGC

About the Company

Abby is a cloud-based invoicing and accounting solution designed specifically for freelancers, self-employed professionals, and small businesses in France. The platform simplifies administrative management by offering intuitive tools for electronic invoicing, accounting automation, and regulatory compliance. With the upcoming mandatory electronic invoicing reforms in France, Abby positions itself as an essential partner for independent professionals navigating these regulatory changes.

Context and Challenges

In a landscape where electronic invoicing is becoming mandatory in France and administrative complexity continues to burden small businesses, Abby faces the challenge of establishing itself as the go-to solution for freelancers and micro-enterprises.

The challenge is to position Abby as an indispensable expert in electronic invoicing while educating and supporting independent workers and small structures in understanding and anticipating these regulatory changes. This includes leveraging B2B LinkedIn marketing and Instagram influence strategies to connect with decision-makers, build trust, and demonstrate the platform's value in simplifying administrative burdens and ensuring compliance.

Campaign Objectives

• Position Abby as an essential expert in electronic invoicing
• Clearly and educationally explain upcoming regulatory requirements
• Support freelancers and small businesses in understanding and anticipating these changes

Our Strategy

For this dual-platform B2B influence campaign, we partnered with 18 professional content creators across LinkedIn and Instagram, including influencers and UGC creators with strong credibility among freelancers, entrepreneurs, and independent professionals.

The collaboration resulted in 26 publications (13 on LinkedIn and 13 on Instagram) created in partnership with Abby. The content was tailored to resonate with French-speaking freelancers and small business owners, addressing key topics around electronic invoicing, administrative management, and regulatory compliance. The creators shared educational content that positioned Abby as both an accessible solution and a trusted advisor, emphasizing its intuitive interface, time-saving automation, and regulatory compliance features.

Results

The campaign generated strong visibility and exceptional engagement:

• 87,819 total impressions (57,544 on LinkedIn + 30,275 on Instagram)
• 5,143 freelancers and independent entrepreneurs reached
• 243 shares across platforms
• 1.8% engagement rate on LinkedIn (4.4x higher than the national average of 0.41%)
• 4.03% engagement rate on Instagram (significantly above platform benchmarks)

The publications reached key decision-makers at companies with 1-10 employees (7,501 reached) and 11-50 employees (6,298 reached), demonstrating precise targeting of the core audience.

Audience feedback indicated strong purchase intent, with numerous comments expressing willingness to test or adopt the tool. Several influencers and creators even attended Abby's webinar and became users themselves, demonstrating authentic endorsement beyond the paid partnership.

These results underscore the effectiveness of combining authentic influencer storytelling with educational content and multi-platform distribution to reach a highly relevant professional audience and position a brand as a trusted industry expert.

Examples of Content Created:

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