“No Small Plan”
Instead of competing with the world’s biggest product companies (Unilever and P&G), Thankyou invited them to partner, via a license model, Thankyou would retain its mission integrity while leveraging the reach and power of global giants.
The pitch? Help us make and distribute Thankyou products globally — and flip consumerism on its head.
The ask? To the world: “I’m in, are you?”
While Thankyou led the global brand strategy and produced the hero campaign assets (including the flagship video), our agency was tasked with translating that bold, global campaign into resonant, locally relevant narratives for the UAE and African markets. We developed and executed a regional strategy that navigated brand sensitivities, social-political nuances, and cultural tone, while driving measurable media, influencer and community engagement.
1. Reframe the Narrative
We shifted away from generic global messaging to a regionally resonant, emotionally urgent frame:
“Mad plans for a mad 2020: Ending Extreme Poverty”
And:
“Spend to Mend” – a call to consumers to use their purchasing power for good.
We grounded the message in local context with:
2. Influencer Engagement
Despite early dropouts, we pivoted fast — and secured the largest number of influencers across all Thankyou markets, spanning Nigeria, Kenya, South Africa, and the UAE.
Our approach:
3. Media Strategy
Influencer Dominance
Narrative Breakthrough
Media Wins
