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 chose 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 busy lifestyles and the human tendency of forgetfulness being in place, many forget to make their donations to help less fortunate people around the world.
But despite this incredible technology being in place, many of their target audience just didn't know the platform existed.
We carefully selected 15 of the leading Muslim Influencers, from British South Asian & Afro-Caribbean backgrounds, to match the target markets of Rubicon's customer base - with the Influencers required to produce authentic content that they then shared across their social feeds; including Facebook, Youtube and Instagram.
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 real life moments of their lives that communicated the key message Rubicon needed their target audience to know.