Helping BIC’s Digital Presence Bring Joy

BIC prides itself on creating products that bring joy to everyday life. And as a member of the business’ first centralized global communications team, I took immense pride in leading the development and activation of the first-ever social media strategy in the company’s history. By the time I was done, BIC’s engagement was up by 600%, its reach was increasing by 146% MOM, and I had completed a bilingual redesign of its corporate website, which resulted in a new aesthetic and increased pageviews.

The Insight & Execution:

At almost 75 years old, BIC never had a centralized communications team, and needed a strategic approach to organic social media. That meant opportunity. Managing my team’s PR agency relationship, I facilitated an in-person workshop that used play and collaborative conversation to discover priority content themes, brand tone of voice, and more.

As a next step, I brought multiple internal teams together to develop a governance infrastructure that would help us jump on social trends and opportunities as well as crises. Finally, I added guidelines to use to highlight the CEO’s presence and interests, both to drive the brand and help team members feel connected to leadership.

Beyond social media, I also managed the company’s corporate website, which involved a massive restructuring and design, leading to both UI and UX changes. Managing external designers, I shepherded a new UI design to completion. Then, I rewrote and published 100 pages, managing colleagues internationally to create and publish French translations of all content.

The Result:

After activating BIC’s organic social strategy for corporate and leadership accounts, engagement on our CEO’s posts skyrocketed more than 600%. Meanwhile, Instagram reach on BIC’s corporate account was growing 146% YOY while achieving almost 6% engagement rates in the same period (as for LinkedIn, engagements were growing 91% MOM, with 33% follower growth). And any referral traffic brought audiences to a shiny new corporate site in multiple languages. That made monthly and quarterly reporting to the boss was a happy time.

Brand: BIC
Contributions: Organic Social Content Strategy/Creation, Corporate Content Strategy, Executive Content Strategy, Website Redesign
Designers: Yours Truly
Copywriting & Project Management: Also Me