Our objective was clear – encourage kids and families to become changemakers and to show how fun it can be to give back! ATTN: partnered with GoFundMe on “StandForSomething” – a program encouraging parents and their kids to start real-life “lemonade stands' ' that fundraise for charity. The goal of #StandForSomething was to show kids that fundraising can be fun as well as give parents an exciting activity to do with their little ones and family. Enlisted families were provided fun, customized resources and physical assets that drove in-person traffic to their GoFundMe.
ATTN: worked with well-known talent creators with children of their own, who helped us reach the target demo (parents and families) through entertaining and engaging content..The goal of the series was to amplify this initiative and to encourage people – especially young ones and their families – to take part and give back. These creators captured content of their kids hosting lemonade stands for charity and encouraged viewers to sign-up and start a lemonade stand of their own.
Through our creator-led TikToks and custom How-To Video, we showed kids and families how to put the fun in fundraising as well as how important it is to give back to others! These videos walked viewers through how easy it is to set up your fundraiser in an engaging, fun, and unique way. This campaign truly highlighted GoFundMe as a company focusing on “the greater good” and how they want to help families make an impact as well.
The campaign was a success achieving hundreds of thousands of views and strong engagement - with over 68K total engagements and over 35K likes on TikTok. In addition, over $60K was raised for charity and hundreds of kits were sent out to families. All videos outperformed ATTN: engagement benchmarks and on Tiktok, the videos averaged 5x ATTN:’s benchmarks.