B2B Marketing Case Study: How to Humanize Legal AI with a LinkedIn Influence Campaign

A look back at a campaign where AI enters the world of law… and where Les Années Folles reinvents B2B storytelling.

Lefebvre Dalloz is the leader in legal and tax knowledge. A benchmark in publishing, legal training, and professional development, the group helps companies strengthen their teams’ skills in law, HR, and management through practical and innovative solutions.

So when Lefebvre Dalloz called us, the challenge was clear: how to launch GenIA-L, their very first legal AI, without triggering fear or misconceptions?

Not simple. We’re talking about law—where errors are unforgivable, and where AI can easily raise skeptical eyebrows.

Our mission: create a B2B campaign capable of reassuring, engaging, and above all… making people understand that this AI is a tool, not a replacement.

Our Response: An Immersive and Authentic B2B Influence Campaign

As a LinkedIn influence agency specializing in B2B strategies, we imagined a simple yet powerful format: “I tested it for you.”
This format turns technical B2B messaging into lived, tangible, and easily understood experiences.

This human-centered tone allows us to:

• Create authenticity: we don’t just describe a service, we put it to the test in real-life situations.
  
  
• Make projection easier: the audience sees themselves in the experience and better understands the benefits.
  
  
• Humanize innovation: in complex fields like law or tech, it makes the story livelier and more engaging.
  
  
• Bring proof: by testing it ourselves, we demonstrate value credibly and factually.
  
  

A series of demonstrations where human and machine answer the same problem: Who is clearer? More accurate? More human? The audience decides.

But not with just anyone…

Three Credible Voices for B2B

Instead of top-down messaging, we relied on people who live it daily. Carefully selected by our talent management team, three French LinkedIn influencers carried the message:

• Florence Bernier-Debbabi, social law specialist
  
  
• Marco Dalla Palma, HR and management voice
  
  
• Vincent Hagenbourger, at the crossroads of law and finance
  
  

Three credible, engaged profiles, followed by B2B communities that reflect their expertise.

They were invited to experience GenIA-L live, at an immersive event in La Défense. Real-life cases, concrete situations, and above all: contrasting answers between human experts and AI.

What We Did, Concretely

• Developed the editorial concept: “I tested it for you”
  
  
• Strategic and creative campaign direction
  
  
• Ambassador casting and coordination
  
  
• Content production management
  
  

The Results? Let’s Talk Numbers

• +250,000 impressions
  
  
• +2,500 likes
  
  
• +600 comments
  
  
• 28,000 HR professionals reached
  
  
• 12,000 accountants engaged
  
  

But most importantly: debates, reactions, and curiosity.
We turned a technical subject into a meaningful conversation.

What This Campaign Says About Us

At Les Années Folles, we don’t do influence for show.
We create B2B LinkedIn influence campaigns that really speak to your prospects.

With Lefebvre Dalloz, we proved you can talk about AI without jargon.
And in B2B, the best showcase is lived experience.

Want to boost your next B2B campaign with a tailor-made LinkedIn influence strategy?
Contact Les Années Folles today to start the conversation.

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