It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference. To connect with its target audience and build a real relationship with them, YHP brought Nicolas Laloux to life — literally.

We gave the bike-riding Gentleman Bohème of the brand’s logo his own Instagram account, @niclaloux, and quickly grew his friend circle through lifestyle photos, gamified posts and influencer collaborations. The most engaged followers were added to Nic’s close friends group on Instagram and had exclusive access to clues for flash limited-edition merch drops happening in parks across Montreal throughout the summer.

In three weeks, the new Nic Laloux Instagram account had gained more than 3,000 followers, and content had an average engagement rate of 7.5% — well above industry benchmarks.

It all led to a gamified scavenger hunt mixing online and IRL puzzles, with participants entering a contest to win Nic’s iconic blue bicycle. It pays off to take a ride on the bohemian side!