The Noor Project
Timeline: 3 Months | Role: Influencer Marketing Lead & Account Director
The Background
The Noor Project, a 501(c)3 non-profit, tackles the root causes of poverty in Pakistan to break the cycle for good. Their programs address food scarcity, education, healthcare, shelter, legal aid, microcredits, and more.
THE ASK: Create an influencer marketing campaign leveraging creators who can help spark conversation and awareness for The Noor Project in hopes of driving more impact donations.
the work
The Challenge
The client wanted to partner with creators who were willing to create content voluntarily, given their 501(c)3 non-profit status and limited budget, as they reinvest all donations back into the communities they serve.
Our team developed a comprehensive database of domestic and international Pakistani content creators across various niches—including culture, education, fashion, food, and lifestyle—and carried out extensive outreach. While there was strong interest, most creators were unwilling to collaborate without compensation.
Reels and TikTok
Stories
strategy and results
Despite these challenges, we secured 10+ meaningful partnerships, through which creators showcased the impact of The Noor Project’s donations through IG Stories, Reels, and TikTok content, leading to increased social engagement and website traffic.
Learnings and Recommendations
We recommended allocating a small portion of their budget to an ambassador program, enabling them to collaborate with a select group of creators long-term. This approach would provide compensation and incentives for engaging their audience creatively through donation matches, on-site visit content, and educational initiatives, fostering lasting impact and brand awareness beyond one-off collaborations.