How Robogee managed to 2x their audience in 30 days
Submitted by The Cirqle

Multi-Aid Programs Robogee Instagram Influencer Campaign

Influencer Marketing

The Cirqle worked with 13 influencers to tell the Robogee story for refugee-led NGO Multi-Aid Programs, and reports that the Robogee audience grew 2x within 30 days.

96KImpressions
13KEngagement

About the campaign

Multi-Aid Programs worked with The Cirqle and 13 influencers to grow the audience of its robot Robogee 2x in 30 days. Multi-Aid Programs, known as MAPs, is a refugee-led NGO based in Lebanon that runs education and livelihood programs. MAPs created Robogee, inspired by a robot built by its Robotics program students, to challenge stereotypes about refugees and raise education funds.

The agency worked alongside WE ARE Pi and advised on the type of brief that would most inspire influencers. In total, 13 influencers took part and produced 30 pieces of content on self-belief, courage, hope and belonging. The content invited their audiences to follow the Robogee story on the @robogeetherobot Instagram page.

The agency reports 96k impressions and 13k engagement from the influencer content. The Robogee audience grew 2x within 30 days, by the end of the campaign. A WE ARE Pi strategist adds that non-influencers also reached out to take part in the campaign.

Case in 60 seconds

Refugee education receives little of the humanitarian budget while stereotypes about refugee capability persist, so Multi-Aid Programs created Robogee, inspired by a robot its Robotics students built, to challenge those stereotypes and raise education funds.

Audiences give more weight to lessons of self-belief, courage, hope and belonging when they come from influencers who already believe in the right to education, because shared conviction lands where a fundraising appeal cannot.

Robogee became the vehicle for showing that refugees are capable and carry valuable lessons for the world, which recast refugees as people with something to teach instead of people waiting for aid.

Working from a brief The Cirqle helped shape, 13 influencers produced 30 pieces of content on self-belief, courage, hope and belonging, which drew their audiences towards the @robogeetherobot Instagram page to follow the Robogee story.

The Cirqle reports 96k impressions and 13k engagement from the influencer content, and credits the influencers and the MAPs community with a 2x audience for Robogee within 30 days of launch.

Strategy Breakdown

The followers of the 13 influencers, people the campaign set out to persuade that refugees are capable and have valuable lessons to share with the world.
Negative stereotypes cast refugees as people defined by their circumstances, so the campaign answered them with stories of refugees learning to overcome difficult conditions and follow their dreams.
Education receives a small share of the global humanitarian budget each year, so a refugee-led NGO raising funds for schooling competes for attention with a crisis the wider sector underfunds.
Robogee gives Multi-Aid Programs a figure born from its own Robotics program, which lets the NGO show student capability directly while carrying the fundraising message for refugee education.

Creative & Execution System

Assets & channels

  • Instagram

Partners

  • The Cirqle
  • We are Pi

Results & Evidence

MetricValue
Impressions96K impressions
Engagement13K engagement
Influencers13 influencers
Content Pieces30 pieces of content

Why The Cirqle's strategy worked

  1. 1

    Briefs built around themes the cause lives with daily, here self-belief and belonging, give creators material they already care about, so the content carries a conviction that a scripted brief cannot supply.

  2. 2

    A brief that inspires creators can draw people beyond the roster, since a WE ARE Pi strategist reports that non-influencers also asked to join, so a nonprofit can treat the brief as a recruitment tool.

  3. 3

    Pointing every creator post at a single destination, the @robogeetherobot Instagram page, turns scattered content into one measurable result, because follower growth on that page records the shift in audience directly.

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