B2B Multiplatform Influence Campaign for Abby: How Creator Authenticity Positions a Brand as an E-Invoicing Expert

At Les Années Folles, we believe that an effective B2B influence strategy is built on authenticity and credibility. In B2B, being visible isn't enough — you need to be perceived as a trusted expert. That's precisely the challenge we took on for Abby, a cloud-based invoicing and accounting solution built for freelancers and small businesses.

With France's mandatory e-invoicing reform reshaping the daily practices of independent workers, Abby needed to establish itself as THE go-to reference on the subject. We activated 18 B2B content creators across LinkedIn and Instagram to make it happen. Here's a look back at a multiplatform campaign that significantly outperformed market benchmarks.

The Interview: Abby's Experience

1. What led you to call on Les Années Folles for this campaign? (Initial expectations, differentiating elements)

We were looking for an agile partner, capable of understanding our challenges while being aligned with the strong LinkedIn expertise already present internally at Abby.
Our choice naturally fell on Les Années Folles to guarantee perfect mastery of the platform’s codes. A requirement essential to carry a message as strategic and institutional as the official recognition of Abby by the State within the framework of the electronic invoicing reform.

2. What were your main objectives at the launch of the campaign?

 ☑ Credibility / brand image (Officialize our recognition)
☑ Awareness (Inform the market of Abby’s compliance)
☐ Engagement of your target
☐ Other: …………………

Our analysis: These objectives perfectly illustrate the maturity of B2B marketing today. On complex regulatory topics, influence is not only used to sell, it is used to educate, reassure, and build brand authority. It is this expert positioning that creates favorable conditions for conversion, in the long term.

3. How do you evaluate the relevance of the profiles activated (influencers and UGC content creators) in relation to your target? (Credibility, fit with your audience, quality of content)

The selection of creators proved to be perfectly aligned with our challenges. The activation of credible and recognized entrepreneurs was key to simplifying the complexity of electronic invoicing. This relevance was essential to translate a legal development into a message that is both digestible and reassuring for our target.

Our analysis: The organic engagement of creators beyond the brief is one of the best indicators of success of a B2B influence campaign. When an influencer truly adopts the product, their content gains in depth, sincerity, and power of persuasion. This is the result we systematically aim for in our casting process.

4. In what way did the mixed setup (influencers + UGC content creators) seem relevant to you for a B2B brand like Abby?

This mixed setup proved to be essential to meet a double requirement:
Influence brought the external endorsement necessary to officialize our approval (institutional reassurance).
UGC served as proof through usage, demonstrating the fluidity of the tool in the face of the complexity of the reform.
An effective synergy that made it possible to lend credibility to our compliance while humanizing a technical subject

Our analysis: The multiplatform strategy is not a question of duplication, but of adaptation. LinkedIn and Instagram address different moments of consumption and different mindsets, even among a similar audience. Building a coherent setup that leverages the specific codes of each platform is what makes it possible to maximize qualified reach while maintaining the impact of the message.

5. Would you recommend this type of setup to other B2B companies? For what reasons?

We strongly recommend this setup to any B2B company wishing to communicate on technical or legal topics. Relying on expert creators makes it possible to translate an institutional discourse using appropriate codes, thus offering resonance and authenticity often superior to traditional corporate communication.

Why Does This Format Work So Well in B2B?

Abby's experience highlights three key success factors:

1. Education as the First Trust Lever

On regulatory topics, B2B audiences want to understand before they buy. By positioning creators as "translators" of administrative complexity, Abby was able to build a solid relationship of trust with prospects still in the discovery phase.

2. Multiplatform to Maximise Qualified Reach

By activating LinkedIn and Instagram simultaneously, the campaign reached the same target profiles at different moments in their day and in varied usage contexts. This cross-platform presence reinforces memorability and accelerates the building of brand authority.

3. Authentic Endorsement as the Ultimate Social Proof

When creators spontaneously become users of the product, the message goes far beyond the scope of a paid partnership. This perceived authenticity is the fuel behind a truly high-performing B2B influence campaign.

The Results: KPIs Well Above Benchmarks

The campaign delivered standout performance across all key metrics:

• 87,819 total impressions (57,544 on LinkedIn + 30,275 on Instagram) 
• 5,143 freelancers and independent entrepreneurs reached within the core target audience 
• 243 reshares across all platforms 
• 1.8% engagement rate on LinkedIn — 4.4x higher than the national average of 0.41% 
• 4.03% engagement rate on Instagram — well above platform benchmarks 
• 7,501 decision-makers in companies of 1–10 employees reached, 6,298 in structures of 11–50 employees

Beyond the numbers, qualitative feedback confirmed strong purchase intent in the comments, and several creators became Abby users after the campaign — a sign of endorsement that goes well beyond the original brief.

Our Recommendations for a Successful B2B Campaign on LinkedIn and Instagram

If you're considering a multiplatform B2B influence campaign, here are the key takeaways:

• Choose creators who are legitimate on your topic, not just popular with your audience.
• Invest in educational content: in B2B, explaining is already convincing.
• Adapt the format to each platform: expert tone on LinkedIn, conversational tone on Instagram.
• Measure qualified engagement, not just raw reach: an engagement rate 4x above average is worth more than millions of untargeted impressions.
• Aim for authentic endorsement: the best results come when creators genuinely believe in the product.

To go further, download our B2B Influencer Marketing ebook: frameworks, case studies, and actionable advice to structure your strategy.

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