Every woman has their core group of friends that they go to for everything, be it good news, bad news, juicy gossip, or reluctant confessions. It’s who they go out with on weekends, call on weeknights, and back all year round. They’re an ear when you’re venting, a hand when you’re down, and your eyes when you’re not around. They empower you, encourage you, inspire you, and bring out your best. It’s a relationship that’s often tested but seldom celebrated.
So, we celebrated!
We set out to celebrate the moments women share with their #SQUAD in the name of a relevant cause, leaning on influencers to lead the charge.
We drove brand relevance with our target audience by aligning Sour Puss with known content curators in areas of interest (e.g. fashion, make-up, cocktails & partying). Aligning with known personalities gave the brand access to an existing community of our demo and a way to talk to them about our initiative.
Our influencers began to seed our squad messaging by creating video collaborations with their friends.
We seeded the content we received from our selected influencers to our Facebook community, encouraging our fans to snap a pic with their #SQUAD and post it on Instagram in support of our cause. Our message: for every Instagram photo tagged with @SourPuss and #SQUAD, we would donate $1 to Big Sisters, up to a maximum of $10,000. For every video: $100.
Results
We reached our goal and raised $10,000 for Big Brothers & Big Sisters of Canada.