BN

In a saturated social media landscape where FMCG brands struggle to sustain attention from families, BN wanted to become a living brand, capable of integrating into consumers' daily lives and building a recurring emotional connection around simple, joyful moments. The challenge entrusted to our social media agency in Paris: turning the iconic BN smile into a genuine social personality, with a voice, a tone and a presence able to exist over the long term, within a fiercely competitive biscuits and snacking market where the battle is fought as much on desirability as on the repetition of the bond.

As a Paris-based social media and content creation agency, we designed a bold move: turning BN into a true social personality by embodying its famous smile through a mascot conceived as a fully-fledged brand character. A strong bet — moving from a static logo to a living brand character, capable of expressing itself, interacting and entertaining daily while staying true to the joyful, knowing, slightly mischievous DNA of the brand.

We structured an always-on social media strategy built around three levers. First, the creation of a character and a full graphic universe, with a precise tone of voice, an editorial bible and a proprietary creative territory for the mascot, ensuring consistency across all formats. Second, a native social content production, designed for the codes of each platform (Instagram, TikTok, Facebook), so that the character blends into the user experience rather than disrupting it. Third, a community management logic in which the character becomes the true spokesperson of the brand, reacting to cultural moments, dialoguing with communities and building a recurring emotional connection with families.

This brand character and social media campaign reflects our positioningas a Paris social media, influence and PR agency, a pioneer ofintegrated brand-building since 2014, capable of supporting major FMCG brands in the creation of living brands on social platforms. A model that turns food and snacking brands into genuine cultural personalities, close to their communities and anchored in daily life.

Over 1 million impressions per month generated by the BN character's social universe