OCAPIAT
|
France
How over 40 real ambassadors reframed Gen Z's perception of careers in agriculture and food production.
Awareness
CPC
Boosted Post
👀
Impressions
🧠
Brand Recall
🛒
Purchase Intent
THE BRIEF
Replacing outdated career stereotypes with authentic, relatable stories
OCAPIAT wanted to challenge Gen Z's perception of careers in agriculture, food production, forestry, fishing and landscaping. The objective was to replace outdated stereotypes with authentic, relatable stories from the people living these professions every day, while driving awareness and consideration among young audiences.
THE STRATEGY
40+ ambassadors and a creator partnership brought real careers to the feed
The campaign put creators and young ambassadors at the center of the story.
More than 40 ambassadors shared their real daily lives on BeReal, offering an unfiltered look at their professions through native content. Their stories were amplified by creator Étienne Moustache, who immersed himself in the experience by visiting a farm and extending the campaign's reach. Combining creator content with paid media (Boosted Posts and Dark CPC) created a campaign that felt authentic, community-driven and native to the platform.
THE OUTCOME
Creator-led authenticity became a powerful driver of brand impact
The creator-led approach generated both scale and measurable brand impact, delivering 11.5 million campaign impressions, including 4.5 million from the creator's assets alone, 4.2 million total reach, and a 0.96% CTR on creator content. Beyond media performance, the campaign achieved +21 points in brand recall, +15 points in brand attribution and +10 points in purchase intent. By letting creators tell real stories in BeReal's native format, the campaign transformed authenticity into a powerful driver of attention, engagement and brand perception.
