Using influence to do social good

By Todd Krim, The Krim Group

Although “influencers” are a truly 21st century phenomenon, they were around long before Instagram was even a twinkle in its creator’s eye. People have always wanted to emulate the rich and famous. Indeed, one of the first recorded cases of influencer or celebrity collaborations was back in 1765 when English potter John Wedgwood produced a tea set for Queen Charlotte. Understanding that having an endorsement by the-then Queen would make his products desirable for those consumers with higher aspirations, he cunningly included “Queensware” into his product descriptions. His products consequently flew off the shelves and a new way of marketing was born. Since then, celebrities haven’t stopped influencing how we look, what we buy and where we travel. And with the advent of social media, a new breed of “celebrity” has been born. Not necessarily from the world of showbusiness, these influencers have established trust and loyalty with their followers and can genuinely change the perception of devotees.

With over 3.6 billion people using social media around the globe, a nod to a brand or destination can reach millions of people in an instant – something that traditional forms of advertising could only dream of. Travel bucket lists are shaped by the envy-inducing images that influencers share to their accounts whilst jetsetting around the globe. But of course, by pivoting this power, celebrities and influencers can also do good. A lot of good. And with the younger generations’ increasing desire to exclusively engage with brands and influencers that share their values and beliefs, and with the scale of suffering caused by the pandemic all around them, it isn’t surprising that people of influence want to use their platform to give back.

While many influencers already support causes close to their heart, there are equally those who are desperate to help but just don’t know where to turn. Likewise there are many charities, especially grassroot and smaller non-profits, who simply don’t have the resources or the know-how to find the right ambassador to become the window on their world. This is where a company like The Krim Group comes into its own. They are one of the first, and still one of the few, companies that help charities find the right advocate for their cause. Using their celebrity connections and over 20 years of industry know-how, whether a charity is looking for someone to host or attend an event, present an award, perform, or participate in social media campaigns, they know the right person for the job every time. It is necessary work.

It can be argued that everyone who is in a position of influence has a moral obligation to use that influence – at least in part – to do good.

With a kaleidoscope of causes to choose from, consumers have been shown to be drawn to charities with a celebrity endorsement, especially if that personality enjoys a specific connection to the cause. In other words, someone who walks the walk and not just talks the talk. And some collaborations go further than merely putting a “name” with a charity. One successful method of raising funds is to find celebrities and influencers with an existing business venture and who can tie in a product line to raise money for their cause. A perfect example is mega-influencer Kylie Jenner’s generous tie-in, which to date has raised nearly half a million dollars to provide new smiles for children born with clefts around the globe. Through her billion-dollar cosmetics company, she created a lip kit for the charity Smile Train and donated 100 percent of its proceeds. Not only do these collaborations bolster the profile of the celebrity and influencer, but more importantly they have the potential of raising monumental funds that would be virtually impossible for non-profits to achieve without this alliance. A win-win situation for all. But matching up a celebrity to a cause isn’t as simple as it might seem. Different causes may require vastly different demographics to represent them depending on the target audience. And with the “personal connection” being a priority for potential donors, the matchmaking process is vital. In-depth due diligence is also a crucial part of the process. Finding out the chosen celebrity was caught up in #MeToo or caught wearing fur when advocating for animal rights would mean an instant loss of credibility for all involved.

Although donations to many non-profits have fallen dramatically over the past year, the causes behind them certainly haven’t disappeared. More than ever, these charities need someone to shine a spotlight on them while the world seems to have tunnel vision for everything pandemic related. Indeed, with lockdowns compelling the world to move online, charity fundraising has been forced to follow suit.

Successful viral campaigns like that to raise money for the victims of the Beirut explosion have become a benchmark for others to follow. Through superstars like Celine Dion and Jennifer Lopez uploading a photo of themselves wearing a t-shirt adorned with “Rise from the Ashes” to their Instagram accounts, US$300,000 was raised in a matter of days.

A simple but effective campaign with minimum effort required of the celebrities involved. Given global social restrictions, many smaller charities - who usually rely on in-person events to raise funds - are looking for help from companies like The Krim Group to take their first steps in the virtual world. Without this reinvention, they will be trailing in the wake of those non-profits who already enjoy a big online presence. Influencers are here to stay. It can be argued that everyone who is in a position of influence has a moral obligation to use that influence – at least in part – to do good. Whether it’s influence through money, by being famous or knowing a lot of people, everyone can do their part. There is no doubt that if everyone did something, the world would be a much better place.