511. Engaging with Creators + A Winning Formula for Developing Campaigns That Meet the Moment - Neda Azarfar

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Overview

Meet Neda. From contributing to Myspace's relaunch as a music platform to leading marketing at the Recording Academy (the organization behind the GRAMMY Awards🎶) and its charities, Neda's career bridges entertainment, marketing and philanthropy. With a passion for mission-driven storytelling, she’s sharing her wisdom on how to unlock authentic connections in today's digital landscape, especially with the help of content creators and influencers📱The time is now for the social impact sector to embrace influencer marketing. This conversation is the perfect primer for anyone getting started.

💡Learn

Lessons the social impact sector can learn from the entertainment industry
Tips for developing a campaign that meets the moment
How to begin partnering with creators + influencers

Today’s Guest

Neda Azarfar, Founder + Principal, Nazar Works

“Meet people where they are. not where you want them to be.”

— Neda Azarfar, Founder + Principal, Nazar Works

Episode Transcript

Download Full Episode Transcript Here

Episode Highlights

Neda’s story and journey to where she is today (3:40)
The current media landscape and the opportunity that exists for social impact organizations (6:10)
Hallmarks of modern social impact campaigns that meet the moment (15:45)
Developing campaigns That Meet the Moment (19:10)
How to begin partnering with creators + influencers (22:20)
Case study of someone who is doing this well: ALIMA + Breath for All Campaign (27:30)
A powerful moment of philanthropy in Neda’s life (36:30)
Neda’s One Good Thing: Try a SWOT Analysis. (44:25)

Impactful Quotes

“I think when I look at the social impact space today, I see like a lot of opportunity. And I see a willingness, finally to draw lessons from entertainment.” -Neda

“Philanthropy can get so focused on the very important work that it does, that the marketing can get it twisted, and think that it's all about them. Organizations will think it's all about them and the substance of their work. It's the opposite of what the entertainment world knows”

“Missing it has caused us to miss out while every other industry has drawn lessons from the entertainment industry.” -Neda

“To me, it’s almost like the vastness of that gap is good news because there is such an open space and so much opportunity.” -Neda

“75-85% of organizations work with content creators today. Influencer marketing is part of the standard marketing plan.” -Neda

“When you see all the other sectors moving so significantly, it provides a level of security and assurance to the nonprofit leaders who have known for some time that they need to be doing these things.” -Neda

“Entertainment is not about you and the amazing work we do. It’s not about what we want and what we have to say. It’s going to be about the audience and what they want and what they think. If we want them to want us and give their attention to us, we are the ones who are going to have to adapt.” -Neda

“For a campaign to meet the moment, it actually has to be about the moment, and based on what’s happening in the moment. It’s not based on you.” -Neda

“Meet people where they are, not where you want them to be.” -Neda

“Stop thinking about creators and influencer marketing as a thing to think about or consider or experiment with. We’re past the trial phase, this is a thing and it’s happening.” -Neda

“This isn’t a trend, it’s a legitimate and lasting change in the media landscape.” -Neda

“The world is really hard for most people right now. We’re all looking around wondering what does it mean and how do I fit in? I think what you just said is the answer. We can show up and be kind. That is how humanity come out in our work.” -Becky