100 Thieves X NBCF
A Brand Partnership Fundraiser for National Breast Cancer Foundation for Breast Cancer Awareness Month
October 2021
100 Thieves, an esports org that's heavily based in apparel & lifestyle, received a lot of excitement around a pink hoodie that creator and co-owner Valkyrae sported in a Tweet. Through the excitement, 100 Thieves took the opportunity to transfer the excitement into a fundraiser for the National Breast Cancer Foundation - totaling $236,423.60 Raised
GOALS:
Facilitate a relationship between 100 Thieves and National Breast Cancer Foundation for a collaborative fundraising event for Breast Cancer Awareness Month through exclusive merchandise sales and streamer activation. With a 30 day turn around deadline, goal was to ensure a seamless experience for all parties involved.
EXECUTION:
Acted as liaison between 100 Thieves and NBCF, establishing expectations and deadlines. Provided white glove service to 100 Thieves creators by creating campaign pages, overlay graphics, copy for socials and chat commands, and a fundraising guide written and individualized for each creator.
100 Thieves: The Pink Hoodie
In September 2021, streamer and 100 Thieves Co-Owner, Valkyrae, was spotted in a social post wearing a light pink 100 Thieves hoodie; a hoodie that had not existed in the 100 Thieves catalogue. The social post received hundreds of comments asking about the pink hoodie. CourageJD, also co-owner, suggested that if the post received 100,000 likes, they would create a pink hoodie for sale. The 100 Thieves team wanted to take an opportunity to utilize their brand and community for good: A Fundraiser For Breast Cancer Awareness Month. The task was to ensure a reputable non-profit who was open to working with 100 Thieves was prepared to turn over an event of this size in less than 30 days.
Started As An Exclusive Sale
When in preliminary conversations with the team at 100 Thieves, they had expressed that the fundraiser was only limited to sales through their website. Knowing the size of the 100 Thieves creators and the impact they have, I made recommendations to engage their roster of creators to host livestream fundraisers in tandem to hoodie sales. This presented the 100 Thieves brand with the chance to exhibit a organizational wide effort to Breast Cancer Awareness Day.
Elevated Awareness With Streamer Participation
Originally five 100 Thieves content creators had volunteered to participate, with 3 activating: Fusile, BrookeAB and Kyedae. Through their participation, they not only advertised sales of the hoodie, but they also were able to engage their community and circle of influence in participating even further.
After discussion, I was able to convince the 100 Thieves team to reserve 30 of the Limited Edition Pink Hoodies to host giveaways in the participating creators livestreams as they hit $1,000 milestones, encouraging their community to hit the $10,000 goal.
To ensure that all participating creators had a unified effort, I worked alongside NBCF to develop a 100 Thieves event page, and a Team Page with Individualized campaigns. To further guarantee a seamless experience for the participants, I developed a branded guideline tailored to each creator that included links, overlay source URL’s, QR Code download link, and recommended chat commands with copy. This ensured that all creators appeared unified in their efforts in a seamless manner with a high satisfaction of services provided.
The goal was to raise $10,000 per creator for a total of $50,000. In total, $82,111 was raised exclusively through the creators livestream fundraisers. Fuslie’s campaign alone raised $55,869, with a generous $10K donation coming from Fuslie herself.
The participation exhibited the raw power that organizations and their communities have when they host an organizational wide effort