Meta – Creators For Causes

Inspiration & Challenge

In an analysis of over 300 ads by charities, Meta found that less than 1% were using creators in their campaigns. This is when Meta came to BDB to partner for the first-of-its-kind experiment: Creators for Causes, to understand whether co-creation with platform creators related to the cause drives more intent to act towards the cause than campaigns using just the advertiser voice alone. Our mission was to align a cause with a creator who shared the same values to make a deeper, more motivating connection, and therefore, inspire more action.

Execution & Creativity

Combining education and research was key to getting Meta non-profit partners Malaria No More, B Corp, The British Red Cross, and Give India on board, all of which were not versed in creator strategies. We consulted our proprietary technology, Companion, to carefully vet and cast a range of global creators to resonate with different target audiences. With authenticity, cultural sensitivity, and being mindful of cultural appropriation key considerations, we co-created messaging to maximise authenticity with our creators. Taking in their community insight and feedback, we developed messaging that stepped out of the narrative yet still provided the framework – something many organisations have never considered.

Content also went live on brand channels and Meta’s social accounts, extending reach and awareness.