Phenix: Boosting Visibility Among Distribution Decision-Makers

About the Company

Phenix is a pioneering French company in the fight against food waste, connecting businesses with unsold goods to associations, consumers, and recycling partners. Since its creation, Phenix has saved millions of tonnes of food while offering businesses concrete solutions to optimize their unsold inventory management and strengthen their CSR impact.

Context and Challenges

In a context where waste reduction and Corporate Social Responsibility (CSR) have become strategic priorities, Phenix positions itself as an essential partner for retail and food industry companies. The challenge is to educate decision-makers on how valorizing unsold goods can simultaneously serve as an economic, fiscal, and CSR lever for their organization.

The goal is to reach the right people, CSR managers, logistics directors, SME leaders, and retail stakeholders, with a compelling message that demonstrates the concrete value of Phenix's solution.

Campaign Objectives

• Increase Phenix's brand awareness among retail and food industry decision-makers
• Position Phenix as a strategic partner for transforming unsold goods into opportunities
• Engage target professionals around economic and CSR issues related to waste

Our Strategy

For this B2B influencer campaign on LinkedIn, we partnered with Ghyslain Morvan, a professional content creator recognized for his expertise in business strategy and sustainable development. The collaboration resulted in two strategic publications created in partnership with Phenix.

Ghyslain shared a pragmatic approach to unsold inventory management, emphasizing the economic and CSR benefits often underestimated by businesses. His message resonated particularly well with executives and operational managers, presenting the valorization of unsold goods not as a constraint, but as a genuine strategic opportunity.

The editorial approach was deliberately educational and actionable, perfectly aligned with the influencer's authentic and direct style.

Results

The campaign generated significant visibility among a highly qualified audience:

• Over 65,000 impressions on LinkedIn
• +13,000 decision-makers reached, including:
  
  • Over 3,200 project managers
  • Over 1,265 commercial professionals
  • Over 8,900 founders and executives
• Overall engagement rate of 0.8%, with 44 organic shares of the publication

This campaign demonstrates the effectiveness of a targeted B2B influencer strategy for reaching key decision-makers in strategic sectors. By combining the credibility of a recognized professional influencer with a relevant and actionable message, Phenix successfully strengthened its visibility among thousands of qualified professionals, particularly within major retail chains.

The results confirm that B2B influencer marketing on LinkedIn, when well-executed, enables precise targeting of the right people with the right message, creating fertile ground for future business conversations.

Examples of Content Created