Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.
With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised throughout June and became the largest fundraising partner of the entire Stream Raiser campaign.
Starlight Children’s Foundation CEO Louise Baxter said Born Bred Talent and the influencers involved went above and beyond to support the campaign and made a real difference, despite the flow-on impact of COVID-19 and fundraising capacity right now.
“Working with the team at Born Bred Talent has been a fantastic experience for Starlight – they worked with us on a pro-bono basis, they understood what was required and they delivered,” she said.
“The stand-out has been The Inspired Unemployed who have done an amazing job, raising enough funds to support hundreds of sick kids attending health clinics in remote communities as part of Starlight’s Healthier Futures Initiative. We cannot thank them all enough.”
Combining creative concepts with strategic content production and a ready-made engaged audience was the recipe for success, with influencers donating their time to launch virtual gaming events, art classes, sleepovers, Zumba classes and raffles to raise funds.
Born Bred Talent Founder and Director Clare Winterbourne said the success of the campaign shows how charitable and Not-For-Profit organisations can leverage influencer marketing to make an impact.
“Influencers as a cohort often get a bad rap, but this campaign and fundraising contribution proves that influencers and content creators can do incredible work when leveraging their like-minded audience and sharing engaging, cause-driven content that spurs action,” she said.
“Instagram and TikTok are an incredible tool for charitable and Not-For-Profit organisations and should be leveraged more to raise funds, particularly in this climate, but there needs to be a combination of platform expertise, strategy and creative behind the campaign to gear it for success and influencers are all of that and more.”
Jack Steele and Matt Ford from The Inspired Unemployed, who raised a whopping $88k as part of the Starlight Children’s Foundation’s Stream Raiser campaign with the help of supporting partner Koala, said participating in the campaign was a way to give back and help sick children.
“When Clare approached us about the campaign, we jumped at the opportunity to be involved and contribute however we could, and we knew it was something our community would support and get involved in too,” they said.
