Brooklyn Brewery
The Brooklyn Bodega
Experience • Influence • Social mediaA real New York corner store in the Marais for five weeks, with Raska as its host and Moïse Sfez as its chef.
Foolish, 2025Deeper dive 👀
Juliette Faure-Geors • Social & influence strategy • Paris
Some thingsI’ve builtand believe.
15 years of social, from building teams to building ideas people actually share
01 — Some things I’ve built
But first,a few thingsabout me.
15
years workingin social.
In these agencies
HeavenBrainsonicHungry & Foolish
For these clients
and many more
and many moreIn 2018, I joined an ad agencywhere social was still an afterthought.
I built it into a business.
2018
2026
From 1 intern in 201835people
From €0 in 2018€9Mrevenue
From €0 in 2018€3.6Mgross margin
It started with me and one intern. It became an agency of 35.
Eight jobs I didto get there
01
Hiring
Every profile.
Recruited every profile, from the first intern to the leadership team.
02
Operating system
Processes for everything.
Wrote the processes for sales, project management, monitoring and people management.
03
Training
Teams kept ahead.
Trained the teams and kept them ahead: new behaviours, new platform features.
04
Bridges
Social ↔ advertising.
Connected social and advertising teams so ideas could travel both ways.
05
Vision
Turned into offerings.
Defined the agency’s vision and brand platform, and turned it into service offerings clients could buy.
06
New business
Pitches, end to end.
Led the pitches with the new business team, from the strategy to the final presentation.
07
Expertise hubs
Social, influence, paid.
Created three: social media, influence, paid media. I learned how to grow an expertise without losing what made it valuable in the first place.
08
Profitability & growth
Margins and double-digit growth.
In an independent agency, gross and net margins matter as much as growth. I managed both, with double-digit growth.
Hover a job for the detailTap a job for the detail
2018 → 2026
Then, I ranthe whole thing.
I moved from building a social department to running an agency,
and working out how technology could make us better.
I joined as an employee. I left as a managing partner.
StartEmployee
Step 2Management
committee
committee
Step 3Executive
committee
committee
FinallyManaging Partner
But then whydid you leave?
If you’re wondering why I left such a great job, nothing better than a little FAQ to answer all your concerns.
👆 Tap to see the answer
Because I wasn’t doing what I loved anymore. I wanted to step back and really see where social media and influence stand today: read briefs properly, think hard about real problems, take the time to build incredible projects.Spoiler: I’m doing all of that, except having more time to build projects. Clients still don’t give us enough of it.
Yes. Excellent terms, as with all my previous agencies.
Many. They’re amazing, very talented people.
Yes. A few freelance jobs on strategic social media & influence topics. Most recently, I did a strategic forecast on the future of social media & influence in banking for the BPCE executive committee.
Officially in April 2026. Unofficially in December 2025, when the non-compete clause kicked in.
What any perfectly normal person would do: I learned Japanese and made a 100+ slide presentation about the state of social media. (You’ll see some extracts below.)
No.
Selection of projects
Some projects
I’m proud of.
Fifteen years of social, from building teams to building ideas people actually share. A few of them below; the deeper dives are for the curious.
01
At Foolish as a Managing Director
Novotel
Kids Only
Social listening • Digital film • Social media • ContentWhen adults-only hotels are the trend, the kids revolt and build a hotel just for them.
Foolish, 2024Deeper dive 👀Brooklyn Brewery
This is Brooklyn
Brand platform • Social media • Ambassador • Influence • EventsOne beer, Pulp Art, to bring the Brooklyn state of mind to France: a campaign, an annual ambassador, and the Brooklyn Experience festival.
Foolish, 2024Deeper dive 👀ibis Styles
Three years of creators
Social media & influence annual strategyBig names, a one-year ambassador and artists in residence: three years of influence campaigns, and a feed rebuilt to be more human and creative.
Foolish, 2023–2025Deeper dive 👀Brooklyn Brewery
Brooklyn on the Menu
Content series • Social mediaFive Paris restaurants, five ways to drink a Brooklyn: a vertical video series and a photo shoot, imperfect on purpose.
Foolish × 1718, 2023Deeper dive 👀02
As an independent
Ornikar
A new social media strategy
Social strategy • Paid • Creator lab • Organic • DashboardIndependent consultantTen weeks to rebuild a social media strategy, and the machine that keeps it running without me.
2026
BPCE for Foolish
Brand Review 2026
Strategic forecast • Social & influence • Banking & financial servicesIndependent consultantA strategic forecast for the marketing and communications teams of Banque Populaire and Caisse d’Epargne: how social media behaviours are changing, how young people talk about money and entrepreneurship, and the role the local can play.
With Foolish, 2026
Leroy Merlin for Brainsonic
A social voice for a brand personality
Tone of voice • Benchmark • GuidelinesIndependent consultantLeroy Merlin had just rebuilt its brand platform in advertising, and needed to express it on social. We looked at how competitors already handled these new traits, identified the values and traits owned only by the brand, benchmarked non-competing brands that use some of them brilliantly, and proposed a content overhaul with our recommendations.
With Brainsonic, 202603Projects I wish
Projects I wish
I’d done.
Crocs
Kids with Crocs
An artist putting Crocs on statues, IRL, just so people would share them on social. Fun, surprising, impossible not to share. It holds attention in our feeds so well, and it fits the Crocs spirit perfectly. Not originally designed as a social format, yet millions of views, hundreds of thousands of comments, and people still remember it today.
View on Instagram ↗Koko Electronic
125 years of Koko
A legendary London venue celebrates 125 years with a film that is beautifully shot, genuinely funny and completely authentic, with the delightful surprise of seeing this man slip into its nights out.
Open on TikTok ↗Figma
Source Material
A series produced by Gymnasium, the studio behind Subway Takes. What I love: the production quality, the guests they chose, and the place Figma takes, measured against what it gives the viewer.
Watch on YouTube ↗
Oatly social strategy
Oatly has been teaching us how to make great social for years, and still keeps the pace: honest and transparent as a brand, provocative but fun as a personality, with creativity and surprise always on in its content and activations, and always deeply in tune with the zeitgeist. It’s hard to find something I don’t like in what they do.
Open on TikTok ↗02 — Some things I believe
Some thingsI believe.
Want to makegreat social?
Start with people.
Not with the format.
Some things I believe — 1 / 4
#1
Make something they’ll remember.
When the feed fills up with average content, surprise is the edge. Make something genuinely original, start from what people are already saying, and bring the community into it.
CaseIKEA × Chupa Chups: an April Fools’ joke that the comments turned into a real product.
Some things I believe — 2 / 4
#2
Make something they’ll share.
People send things because they relate.
“This is so me.”
“This is so you.”
“You need to see this.”
CaseBuzzman for NYX Professional Makeup - The True ID Card
Some things I believe — 3 / 4
#3
Make something they can be part of.
Build something people want to belong to. People remix brands, talk about them, build on them, create lore around them.
CaseOgilvy Singapore for Vaseline - Vaseline Verified
Some things I believe — 4 / 4
#4
Make something worth documenting.
The best social content might not start as content. Create an experience they’ll want to talk about.
CaseUncommon Creative Studios for K18
ThingsI do.
- 01
Social & influence strategy
A platform-agnostic strategy that starts with people, not formats. From positioning to the ideas that make it real.
- Audit
- strategy
- creative platform
- 02
Hands-on missions
I step in for a few weeks, set up the strategy and the machine behind it (creative pipeline, KPIs, dashboards), then hand it over to your team.
- Social media strategy & deployment
- Team management & training
- Processes & organization
- 03
Build or rethink a social team
Organisation, hiring, processes, expertise hubs. I grew one from 2 to 35 people, so I know where it breaks.
- Audit of your organisation
- Processes
- Recommendation & optimizations
- 04
Executive workshops & forecasts
What is changing in social and influence, and what it means for your business. For leadership and marketing teams.
- Half a day to two days
- 05
Talks & trend reports
Keynotes and decks on the state of social, built from a year of watching what people actually do online.
- Conferences
- internal events
