As part of this blog series we’d like to champion and share the stories of some of the female founders that we’ve been supporting as part of our Impact Fund.
In this article:
The Fanbytes Impact Fund
Following the social unrest that we saw in summer 2020 around the world, Fanbytes decided to launch a £100,000 fund to economically empower the black community and address inequalities in two ways:
- To provide influencer marketing support to promising black-owned start-ups
- To address the influencer pay gap – our data shows that while black influencers have a click-through-rate of 2.2x more than non-black influencers on average, they are often overlooked and underpaid.
For each successful applicant, Fanbytes awarded them an influencer campaign worth £5,000 with £2,500 worth of influencer spend. Many of the selected brands are startups with this being their first real introduction to influencer marketing. Our dedicated programme manager guides them through the process and provides them with key takeaways and best practices to use as they continue along their entrepreneurial journey.
Let’s take a look at one of our successful applicants: LIHA Beauty
Meet Liha and Abi, founders of LIHA beauty
Best friends Liha Okunniwa and Abi Oyepitan who met at university founded LIHA to create natural beauty products inspired by their African roots. All products are handmade in small batches from vegan and ethically sourced ingredients such as Shea Butter, Coconut Oil, Plantain, and Palm Tree Leaves. The skincare brand is deemed as “accessible luxury” with a price range between £14 and £39 for individual products (excl. gift sets).
We used a combination of small and micro influencers from the black community, some of which, like the brands, also receive guidance on how to navigate the industry and what makes great content.
Our highlights from the campaign:
- 33k+ Views
- 18.85% View Rate
- 700+ Clicks to LIHA’s Profile
- 50 Direct Clicks to Site