Client

Charity Right Australia is a non-profit organization focused on giving kids in poor areas access to healthy meals and education.

Objective

Generate donations and increase brand awareness by collaborating with Muslim influencers all around the world.

Difficulties

1. The client has never tried influencer marketing as most influencers consider their blogs as an income channel and are not interested in charity.
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3. The client is a relatively new organization competing with well-established Islamic charities. Many of the influencers who may have been a good fit already work with other organizations.
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5. As the client is a nonprofit organization, they needed bloggers who would agree to work for free. It’s not easy to find bloggers who are ready to do free promotions.

Our solution

1. Developed influencer marketing strategy, including a proposal for organizing a challenge, as well as Ramadan specific preparations.
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3. Tested different variations of email and DM templates.
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5. Created the Ambassador WhatsApp chat for CRAU to keep a long-term collaboration with the most active and initiative influencers.
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7. Created informational materials such as an Intro presentation, the Collaboration Guidebook and the Ambassador team book.
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9. Found and contacted more than 6.5k Muslim influencers matching the adjusted search parameters.
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11. Analyzed all collaborations and offered recommendations for further cooperation with influencers.
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13. Collected influencer content created in the collaborations and repurposed it for use in ads.

The results

1. Signed up 40+ influencers for a FREE collaboration.
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3. Donation totals in the range of 50K-100K USD (NDA) within 1 month.
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5. Reached a campaign ROAS of 7.5 and an ROI of 6.5.
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7. Total post reach: 144,000 with a cost of 4 US cents/person reached.
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9. Gained 500+ followers for CRAU Instagram page.
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11. Collected 15 of the most successful influencers into a WhatsApp group for the CRAU ambassador network.
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13. Analyzed all collaborations and developed a detailed instructional guide on what works and what doesn’t for gaining donations via bloggers (from type of blogger to type of posts).