Tangerine has been appointed by international aid agency Concern Worldwide UK, to develop and implement a micro-influencer campaign to encourage mums in the UK to become regular donors to the Through to Two (TT2) programme.

The TT2 initiative shows how undernutrition in the first two years of a child’s life limits their life chances and how supporters can help children through this critical time.

Based on the insight that mums relate strongly to the struggles of other mums, the aim is to tap into the followings of UK mum micro-influencers to achieve two clear objectives: grow awareness and audience engagement of and for the TT2 campaign and generate leads for the charity to convert into regular donors for TT2.

Tactically, the campaign will include the production of influencer content including videos, hashtag selfies and events. Across the brand’s social channels the Tangerine team will also be creating infographics, Insta stories, video content and implementing a test and learn social ad strategy to ensure maximum conversion rates across content.

Deborah Underdown, acting director of communications at Concern Worldwide UK, said, “Tangerine took our initial brief to create a micro-influencer campaign targeting mums and developed a robust result driven strategy with a creative hook and clear call to action based on the behavioural insights of mums in the UK.

“For women having children in some of the toughest parts of the world, these support networks of friends and family aren’t always available, so Tangerine recommended using this as a vehicle. Our aim is to show how mums could use their networks and encourage more regular donations to help mums and children who are living in extreme poverty– a very clever approach which impressed the whole team.”

Mary Harding, joint MD said, “Concern Worldwide UK is an incredibly worthwhile charity which delivers vital aid to some of the poorest countries in the world, so we’re very proud to be able to add a brand of this calibre to our charity roster.

“Our experience working with a variety of big non-profit and charity brands enables us to understand what it takes to really affect change within public behaviour towards these causes; whether it’s donations, to get people more active or create a wider reaching movement – it’s about keeping things simple and making our call to action meaningful for the audience.

“We’re looking forward to kicking the campaign off this October and developing what we hope will be a long working relationship with the team at Concern Worldwide UK.”