Influencer Advisory™No agency fee
A charity campaign with macro creators, and we take no agency fee.
We will run an influencer marketing campaign, fully partner with a charity, with creators promoting your brand and the charity, waived agency fee, we organize everything.
Why we don’t charge
We want to help a cause.
We want to build a relationship with you, so we can do paid campaigns together later.
We want proof. We haven't run one of these for a brand yet, so this is how we earn it.
We'll be honest and transparent the whole way.
Who does what, and who pays
You (the brand)
- You pick the cause and the product tie with us, and approve the content.
- You pay the creators directly, at a discounted charity rate.
- You make the donation to the charity: per sale, per post, or a fixed amount. We pick it together.
Us
- We find and vet the creators, write the contracts and briefs, set up the charity partnership, plan the theme and the schedule, and send you the report.
- We take no fee.
The creators
- They promote your product and the charity on their own channels.
- You pay them, at the discounted charity rate.
The charity
- It gets the donation and the attention.
- It shares the campaign on its own channels.
How it works, A to Z
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1
The call.
You tell us your product, your customers and the causes you care about. Nothing is paid.
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2
Pick the cause and the charity.
We pick a cause that fits your product and your customers, then shortlist charities for it. You choose.
Precedent: ZOA Energy polled its customers on how kind acts help them, then picked Made of Millions, a mental health group.
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3
Sign the charity.
We agree the partnership with the charity and ask them to share the campaign.
Precedent: OLLY's charity, I Support the Girls, promoted the partnership on its own social channels.
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4
Choose how you give.
You pick the donation: a share of each sale, a set amount per post, or one fixed gift.
Precedent: Paula's Choice gave 10% of sales of its hero products. Chobani pledged a fixed $75,000. Lay's gave a flat $1 million.
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5
Choose the format.
Creators posting, an event or dinner, a live fundraiser, or a mix.
Precedent: ZOA Energy used all three: creator posts, pop-ups in cities, and a TikTok LIVE.
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6
Find and vet the creators.
We find creators who fit the cause and check their audience and past sponsors. We agree the discounted charity rate with each one.
Precedent: Chobani's bar was "at least 1 million" Twitch followers, based in the United States, and no competitor sponsorship in the prior three months. Paula's Choice picked talent "known as well for their activism as for their craft".
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7
The brief, the content and the approval.
We write the brief: the cause, how your product shows up, and what to say about the charity. You approve every script or draft before it goes live.
Precedent: Chobani's streamers submitted their stream scripts for pre-approval before going live.
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8
Launch and the posting window.
Creators post on the schedule we set, over a fixed window, and the charity shares.
Precedent: ZOA Energy ran 30 days leading up to World Kindness Day. Lay's ran from July 28 to Sept 21, 2019.
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9
The event or live moment, if you chose one.
We run it with the creators and the charity, with your product in the room or on camera.
Precedent: ZOA Energy's pop-up mirror handed people a can of ZOA with a "challenge coin" to pay it forward, and the campaign closed with a 3-hour TikTok LIVE on World Kindness Day. OLLY held a live virtual "girls' room" event with its talent and press.
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10
You pay the creators and the charity.
You pay each creator their agreed rate and send the donation to the charity. We take nothing.
Precedent: Lay's gave its $1 million to Operation Smile.
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11
The results report.
We send you what each creator posted, the views and engagement, and what the charity raised.
Precedent: Later reported Chobani's 80K Twitch stream views against its benchmark of 19K-35K.
The closest match
OLLY, step by step
OLLY is a supplement brand, the closest to yours.
- OLLY launched its Future Is Female line of supplements.
- It picked a charity that fit the line: I Support the Girls, which gives female hygiene and clothing items to women in need.
- It hand-picked 5 talent who were friends with each other: Nicole Richie, Olivia Culpo, Jen Atkin, Justine Marjan and Stephanie Shepherd. It added an OBGYN, Dr. Kiarra King, who explained each supplement.
- The talent captured content together, talking openly about female health.
- OLLY held a live, roughly one-hour virtual "girls' room" event with the talent and select press, then press interviews.
- Results: "8.3 million+ social impressions" and "35 million+ media impressions". The donation let the charity "provide 50,000 women with products".
The page doesn't say what OLLY paid the talent or how many dollars it gave.
Source: The Shorty Awards
Four more, step by step
ZOA Energy, KindnessCAN
Who promoted: two TikTok creators, JT Laybourne and Ed Delmore. Paid or gifted: not published.
How they were paid: Not published
How the product tied to the charity: people at the pop-ups got a can of ZOA, and fans were asked to wear ZOA's "black and gold" for the LIVE for Made of Millions.
- ZOA polled its customers, and KindnessCAN was born.
- The creators asked fans to post kind acts and add the "donate" button.
- A mirror saying "You Are Enough" popped up in cities, and people were handed a can of ZOA and a "challenge coin".
- On World Kindness Day, the creators held a 3-hour TikTok LIVE to raise money.
Results: "over 90M views", "over 100,000 viewers" on the LIVE, "over $64,000 in 30 days", and a following up "360%".
Source: The Shorty Awards
Chobani Oatmilk, 2022
Who promoted: "a small group" of Twitch streamers, each with at least 1 million followers. Paid.
How they were paid: Later handled "communication, payment" for the streamers. The amount is not published.
How the product tied to the charity: every play of a Chobani Oatmilk Roblox game moved a charity meter toward $75,000 for Hunger Free America.
- Chobani built a Roblox game with a charity meter in its lobby.
- Later found streamers who cleared Chobani's bar.
- Streamers sent their scripts for approval.
- Each streamer played live, with 20-30 minutes of Chobani Oatmilk mentions, then posted a highlight and 2-4 posts on Twitter and Instagram.
Results: 80K Twitch stream views and 7M total impressions from 11 posts. The streamers "helped Chobani achieve its charitable donation goals."
Source: Later, the agency that ran it.
Paula's Choice, The Good Fight, 2018
Who promoted: 2 lead talent, Jackie Cruz and Jaime King, plus micro-influencers. Paid or gifted: not published.
How they were paid: Not published
How the product tied to the charity: 10% of sales of the hero products on the campaign page went to each talent's charity.
- Paula's Choice set one rule: talent "known as well for their activism as for their craft".
- Each talent was matched to a charity from her own story: Jackie Cruz with Women's Prison Association, Jaime King with Baby2Baby.
- Each told her story in a video series, posted on her own Instagram and Facebook.
- Viewers went to a page selling the hero products.
Results: 25M impressions and 5.5M video views. The brand said it would "exceed donation goals".
Source: The Shorty Awards
Lay's Smiles, 2019
Who promoted: 31 local "Smilers", Derek Hough as lead national spokesperson, Operation Smile ambassadors like Evan Ross, and nearly 20 micro-influencers.
How they were paid: Not published. Evan Ross and other ambassadors were sent custom bags and posted organically.
How the product tied to the charity: bags printed with people's smiles, and every bag bought helped support a $1 million gift to Operation Smile.
- Lay's found 31 local Smilers and printed their smiles on 60+ bag designs.
- Smilers spoke to local media and posted on their own channels.
- Derek Hough surprised fans at a Times Square pop-up.
- Lay's gave $1 million to Operation Smile.
Results: +8.3% sales growth on the Smiles flavors, 917 million+ media impressions, and free surgeries for "more than 4,000 children".
Source: The Shorty Awards
What we’d cover on the call
- The cause you care about, and the charity to partner with
- How your product ties to the charity
- How you give: per sale, per post, or a fixed amount
- Which format fits: creators posting, an event or dinner, or a live fundraiser
- Your creator budget at charity rates, and your timeline
Tell us your cause and we'll plan the rest with you.