The Bouygues Telecom “Don de Giga” influencer campaign used a YouTube video in 2025 featuring Maxime Biaggi, Elian Ventre, and Ana on Air to raise awareness of digital exclusion. Its marketing value lies in a clear mechanism: the attention generated by the creators leads eligible customers to donate a symbolic gigabyte, which is then converted into devices and plans.
How does the Bouygues Telecom influencer campaign work?
The Bouygues Telecom influencer campaign is based on a simple experience: Maxime Biaggi must find his phone without Internet or GPS, using a map, a compass, and a walkie-talkie. Broadcast in 2025, this scenario makes dependence on connectivity tangible before introducing the “Don de Giga” solidarity initiative.
Elian Ventre and Ana on Air accompany Maxime Biaggi in this video built around an immediately understandable constraint. The phone exists, but access to the network disappears. The story thus transforms an abstract issue—digital exclusion—into a problem experienced on screen.
This is an effective influencer mechanism because the brand message does not come before the story. Viewers first understand what it means to travel and communicate without a connection. The call to donate then becomes the logical response to the experience, rather than appearing as an institutional aside.
This choice reflects a broader shift toward creators capable of carrying complete editorial formats. A creator is no longer used only to showcase a product: their storytelling, pacing, and conventions form the campaign’s medium.
Why is Maxime Biaggi a good fit for Don de Giga?
Maxime Biaggi brings “Don de Giga” the ability to sustain a long narrative and turn a constraint into entertainment. In 2025, Bouygues Telecom did not entrust him with a simple service demonstration: the campaign places the creator at the center of a challenge in which the absence of Internet directly generates the story.
The casting also works thanks to the trio formed with Elian Ventre and Ana on Air. Their interactions keep the social message from being handled in a purely explanatory way. The challenge maintains a native-content pace while allowing the brand to connect the experience to the issue of digital exclusion.
For this type of campaign, it is better to choose a creator capable of sustaining an idea for several minutes than a profile selected solely for their subscriber count. Editorial compatibility can be assessed through their previous videos: the quality of their interactions, their understanding of the rules of a challenge, and their ability to integrate a partner without disrupting the story.
However, no public source found in 2025 details the creators’ selection process, their degree of editorial freedom, or the approval workflow. It would therefore be inappropriate to publicly attribute the format’s success to a specific internal organization. This limitation highlights the usefulness of a deliverables and approvals checklist before any filming.
Which social networks distributed the campaign?
The 2025 Bouygues Telecom campaign combined a long-form YouTube video with promotion on Instagram, LinkedIn, Facebook, and X. YouTube hosted the central story, while the other networks extended its distribution. This structure distinguishes the content that explains the initiative from the touchpoints that attract attention.
| Platform | Documented use | Role in the initiative |
|---|---|---|
| YouTube | Long-form video with Maxime Biaggi, Elian Ventre, and Ana on Air | Deliver the complete experience without Internet or GPS |
| Content promotion | Extend social distribution | |
| Content promotion | Share the initiative with its professional audience | |
| Content promotion | Add a distribution touchpoint | |
| X | Content promotion | Add a distribution touchpoint |
The strength is not being present everywhere. It is giving the long-form video an identifiable role and then organizing its circulation. Honestly, reposting the same clip on five platforms is not enough: each post must preserve the promise of the challenge and lead to an understandable action.
Available sources mention millions of views in 2025, but publish neither a precise consolidated total nor a breakdown by platform. This wording must be preserved without creating a ranking between YouTube and the promotional networks. To go further, advertisers can distinguish reach, viewing, and action using a measurement method adapted to influencer campaigns.
How does Don de Giga turn attention into action?
In 2025, “Don de Giga” allowed eligible Bouygues Telecom and B&YOU customers to donate a symbolic gigabyte without deducting it from their data allowance. Bouygues Telecom converted the gigabytes collected into mobile plans and smartphones distributed by four partner organizations working to combat digital exclusion.
Launched at the end of 2020, “Don de Giga” reduces the effort required from the public. Eligible customers are not asked to sacrifice any data. Instead, the symbolic gesture makes participation tangible and connects the influencer campaign to an observable outcome.
The four partners named in 2025 were APF France handicap, Fondation des Femmes, Les Petits Frères des Pauvres, and Secours populaire. Bouygues Telecom stated that it provided the organizations with 10 GB capped plans featuring unlimited domestic calls and messages, free for 24 months starting in January 2025, as well as Motorola Moto G04 devices and certain Doro 6820 4G phones.
The 2024 edition collected 925,868 symbolic gigabytes, according to Bouygues Telecom’s campaign page and the report shared by Gens d’Internet in 2025. A counter observed during the 2025 edition displayed 349,506 gigabytes, but this changing figure does not constitute a final result.
To reproduce a comparable mechanism without copying it, a brand must align the following elements:
- a difficulty that the video can show, not merely explain;
- a creator whose conventions naturally support the experience;
- an action that can be completed in a few steps after exposure;
- a clearly identified beneficiary and transformation method;
- metrics that distinguish distribution, engagement, action, and distributed impact.
Can the ROI of this Bouygues Telecom campaign be measured?
Public data does not make it possible to calculate the financial ROI of the 2025 Bouygues Telecom influencer campaign. No causal conversion rate linking exposure to the content with gigabytes donated has been published. The reported millions of views and the donation volume measure two distinct outcomes without proving an individual connection.
This is the trap that many inexperienced teams overlook: placing a view count next to a donation counter is not enough to show that the former caused the latter. Customers may have donated after a brand post, a direct solicitation, or several successive touchpoints.
A sound measurement approach therefore separates four levels. Visibility covers impressions, reach, and views; attention tracks watch time; action counts journeys leading to a donation; impact follows the gigabytes converted and then the devices and plans distributed. This discipline prevents a social metric from being presented as revenue.
The Bouygues Telecom influencer campaign nevertheless remains interesting because it brings brand communication closer to a verifiable action. The case illustrates the shift from influencer marketing toward credibility : a creative idea gains value when the public can understand what is collected, transformed, and delivered to beneficiaries.
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FAQ about Bouygues Telecom and Don de Giga
What is Bouygues Telecom’s Giga Donation?
“Don de Giga” is an initiative launched at the end of 2020 to combat digital exclusion. The symbolic gigabytes collected are converted by Bouygues Telecom into mobile plans and phones distributed by partner organizations.
Is the allotted gigabyte deducted from the customer's plan?
The symbolic gigabyte granted in 2025 was not deducted from the data allowance of eligible Bouygues Telecom and B&YOU customers. Participation therefore did not reduce their available data.
Who appears in the 2025 Giga Donation video?
The 2025 “Don de Giga” video brings together Maxime Biaggi, Elian Ventre, and Ana on Air. Maxime Biaggi must find his phone without the Internet or GPS, using a map, a compass, and a walkie-talkie.
Which organizations benefit from Don de Giga?
The partner organizations designated in 2025 are APF France handicap, Fondation des Femmes, Les Petits Frères des Pauvres, and Secours populaire. They distribute the plans and equipment from the initiative to beneficiaries.
How many gigabytes were collected in 2024?
The 2024 edition of the “Giga Donation” collected 925,868 symbolic gigabytes, according to Bouygues Telecom’s campaign page and an independent report published in 2025.