22 of the world's leading Muslim Influencers, with a combined following of over 4.3 million, were selected to educate their audiences that they no longer had to manually schedule their donations across the last ten nights of the month of Ramadan.


Over £100 million pounds in charitable donations is given in the month of Ramadan in the UK alone – a month where people of the Islamic faith around the world undertake fasting to showcase their commitment to their Creator.

Due to charitable giving being closely tied to spiritual rewards, many choose to give their donations during the last ten nights of Ramadan – the nights where spiritual rewards are at their highest, with a particular focus on targeting the 27th Night, a night seen as having the highest spiritual reward.

However, with our busy lifestyles today, many forget to make their donations to help less fortunate people around the world.

Following the success of our campaign with MTN in 2018, helping them to generate £1.3m in donations, this year’s campaign had to further exceed expectations.


The  Solution

Successful Influencer Marketing campaigns must be authentic and build trust. We worked with My Ten Nights to carefully select 15 Influencers from across the world who could deliver the message effectively and encourage their audience to take action.

The content was video-first and distributed over two weeks across Instagram and Youtube. The messaging focused on empowering the donor and how My Ten Nights allows you to maximise your Ramadan, rather than emphasising on the beneficiary. The posts were designed to be genuine, not orchestrated and many Influencers even showed how the donation process worked by running through the stages of donating on the website.


The Influencers were given the freedom to produce content they believed would resonate strongly with their audiences – with MIN providing direction on the core messaging for the Influencer Marketing campaign. This combination of creativity from the Influencers and industry know-how from MIN resulted in highly engaging, unique and viral content through authentic content.

The Results

The campaign over-delivered on the impressions target, delivering over 5.5 million in just over 10 days.

The Influencers were also happy to post extra pieces of content, more than what was originally agreed, as they were so enthusiastic about the campaign.

The content was well received by audiences, creating huge awareness for My Ten Nights, including $5.4m raised in donations – generating tonnes of positive social chatter too.

5.5 Million

Campaign impressions (and counting).


Additional pieces of content were produced.

4 Million

People were reached through Instagram alone.