END IT is a Coalition of the leading organizations in the world that fight to bring awareness, prevention, rescue and restoration to modern day slavery practices. HireInfluence partnered with The Brand Amp and END IT teams to help build awareness leading up to “SHINE A LIGHT ON SLAVERY DAY” (February 23rd). Though the movement received attention from both press and celebrities such as Ashton Kutcher, the END IT team was interested in leveraging additional celebrity and non-celebrity influencers to promote the cause, while inspiring audiences to take affirmative action.
This campaign was non-targeted, utilizing influencers across all tiers and verticals to accomplish the overall campaign objective. Activated online personalities included celebrities with reach in the millions, as well as micro-influencers who were passionate about the cause. Content was produced across all primary social platforms, including Instagram, YouTube, Twitter, Facebook, Pinterest and blogs.
Our team devised 6 unique and simple ways for influencers to participate in the promotion of END IT across a variety of channels. Strategies included promotional actions such as sharing content from celebrity feeds, wearing END IT swag in photos or videos, website or social channel takeovers, or publishing red ‘X’ selfies on February 23rd to encourage awareness.
In support of this initative, HireInfluence launched an ancillary pro-bono campaign in the form of an internal 4-week contest between 5 senior-level employees. Each used their personal and professional networks to gain as much influential support for the agenda as possible. The employee that generated the most reach over a 30-day span was awarded a $1,000 bonus.
The campaign culminated with a Twitter Rally hosted by HireInfluence on February 23rd. Attendees included celebrities such as Ed Reid (San Francisco 49ers), Ashley Parker Angel (of the boy band O-Town), Chase Chrisley (of Chrisley Knows Best) and Beverly Mitchel (actress best known for her role in 7th Heaven). This element alone produced a true reach of over 27M.