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LEFEBVRE DALLOZ's BtoB marketing influence campaign: influence as a strategic lever for product promotion
The company
The Lefebvre Dalloz Group is the leader in legal and fiscal knowledge. A leader in publishing, legal and professional training, the group supports companies in developing the skills of their teams in law, HR and management through practical and innovative solutions.
Context and challenge
- As part of the launch of its Genia-L solution, first generative artificial intelligence (AI) using exclusively reliable legal content, LEFEBVRE DALLOZ has launched an influence campaign on Linkedin
- Combined with the promotion of historical reference tools, this campaign aims to de-dramatize the use of AI in the exercise of legal or financial professions and highlight its advantages.
Objectives of the campaign
- Generate interest in the “Genia-l Live Experience” event on the square in front of La Défense
- Bringing visibility to the new legal AI product “Genia-L” to a target audience: HR decision-makers, accountants, financial experts and managers
- Generate sales for books: Social Memento, Accounting Memorandum and the Manager's Guide.
Our strategy
We imagined and organized an engaging and impacting BtoB influence campaign around a simple but extremely effective concept:
“I tested for you”
A question => 2 answers, that of the influencer and the one generated by the Genia-l solution
First of all, we identified 3 influencers who were strategically chosen for the complementarity of their profiles and communities:
Florence Bernier-Debbabi - Social and Legal Law expert
Marco Dalla Palma - HR and Management Expert
Vincent Hagenbourger - HR, Social Law and Finance Expert
Each of them had the chance to attend the launch of the first legal AI, Genia-L, launched on the French market during a physical event at La Défense!
First tests of the tool live with the Lefebvre Dalloz teams before challenging this tool by themselves with a key question in their business practice.
The example of Florence “What can an employer do when faced with the unjustified absence of an employee? ”
In the end, a device of 13 publications including 6 videos that trace the confrontation the response of the “human” expert versus the “Genia-l” expert
The answer is clear: AI will not replace a good lawyer but is an exceptional resource to optimize its performance!
Result
Results that match our shared ambitions!
➡️ + 250,000 impressions
➡️ + 2,500 likes
➡️ + 600 comments
+ than 28,000 HR and + 12,000 chartered accountants affected
Example of content created
