Long-standing client LinkedIn challenged Brands2Life to identify and commission influencers to collaborate with during its Ramadan #MonthOfKindess campaign. Each week of the month focused on a different kindness-related theme, e.g. kindness to self, kindness towards community. The campaign was to be extended outside of the initially-planned MENA region, to target EMEA audiences too, so as a result, selection criteria included global relevance and be active participation in Ramadan.
Brands2Life engaged with several of LinkedIn’s Top Voices (a group of influential LinkedIn users from a variety of backgrounds with a global reach) before finally contracting London Mayor, Sadiq Khan and Global Head of Diversity and Inclusion at Adidas, Asif Sadiq MBE. Joining them and 2 other influencers was Yassmin Abdel-Magied, LinkedIn Changemaker and campaigner for diversity and inclusion in the workplace.
We worked with all 5 influencers to devise an always-on stream of content throughout the month, including: LinkedIn written posts, face to camera video posts as well as tweets and Instagram Stories to ensure cross channel activity. Content was designed to be emotive and thoughtful, considerate to current climate (many Muslims were doing Ramadan in isolation due to COVID-19). All content encouraged others to share their #MonthOfKindness stories in order to drive positive conversation on LinkedIn – no matter their faith.
#MonthOfKindness received 624 shares on LinkedIn and Sadiq Khan’s organic video post generated 28.4k views and 1.6k positive reactions alone.