Influencer Marketing x International Organization

When the round table on the African fashion industry was to be organized, there was one thing we were told. The external public and in particular young people were often not very aware of the actions and discussions taking place between the four walls of the United Nations agencies. However, these young people are the ones who make the world of tomorrow, who consume and who need to be warned in order to take initiatives that are in favor of African populations.

For this event, we chose to call on three influencers (anglophone, francophone and Spanish-speaking) to reach the millennials and in particular young ladies in the African diasporas, so that they become aware of the heavy challenges in the African fashion industry. We carefully chose the influencers, and targeted followers that are more likely to go back to the African continent to start new endeavors.

After carefully analyzing the profiles of youtubers, we proposed three influencers whose profiles seemed to fit: TinyAndBrown whose youtube channel specializes in fashion, lifestyle and beauty; Breeny Lee because we perceived through her instagram account that she was followed by a majority of women in the diaspora with projects in the fields of beauty and fashion; and Reina Bikie whose native language is spanish because we wanted the people of Equatorial Guinea to be targeted.

I must say that the results were convincing, it allowed the United Nations to facilitate conversations that were usually very technical . It also made it possible to raise awareness among millennials about the challenges of the “Made in Africa” fashion and luxury sector. We ordered vlogs to get some storytelling in the background and asked them to create the content they thought was the best for their followers.

Many thanks to these young ladies who used their Youtube channel to spread an international message and raise awareness on public governance concerns.