Incluencers

Medals Won

• 🥉 BRONZE – Best CSR Campaign (Corporate Social Responsibility)

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Campaign Overview

In Argentina, 72.9% of people with disabilities cannot find employment—not because of lack of talent, but because of prejudice. To confront this reality, Incluyeme.com created INCLUENCERS, a new social role that merges inclusion with influence, inviting citizens, companies, and public figures to use their voices to change perceptions. With $0 investment, over 160 personalities and 700 companies joined voluntarily, flooding social media with the message that 3 out of 4 people with disabilities are excluded from the job market.

The campaign leveraged humor, relatability, and powerful data to break stereotypes and highlight true abilities. In just 20 days, INCLUENCERS reached 20.7 million people (44% of the country), generated massive organic engagement, accelerated hiring, and reframed how disability inclusion is discussed nationwide.

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Creative Concept

· Inclusion Re-Signification: The idea flipped the traditional role of an “influencer” into a societal call-to-action—reframing influence as a force for inclusion, not trends.

· Humor-Led Authenticity: By showcasing people with disabilities through humor, pride, talent, and confidence—not pity—the message felt modern, human, and impossible to overlook.

· Platform-Native Activation: Content was crafted specifically for LinkedIn, Instagram, and TikTok, mirroring the visual language and behaviors of each platform to drive seamless participation.

· Identity as Creative Mechanic: Users were invited to update their profiles and publicly declare themselves INCLUENCERS, turning social feeds into a self-propelling movement for visibility and inclusion.

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Execution Strategy

LinkedIn-First Influence Engine: The rollout prioritized LinkedIn to reach hiring managers and corporate leaders, activating inclusion at the point where workplace decisions are made.

Multi-Platform Social Design: Messaging was adapted for Instagram and TikTok with platform-native formats engineered for relatability, humor, and shareability—ensuring instant cultural uptake.

Organic Influencer Amplification: Creators and public figures voluntarily adopted and spread the INCLUENCER identity, turning unpaid amplification into a credibility signal for the movement.

Identity Shift Mechanics: Users were encouraged to update their profiles, bios, and headers with “INCLUENCER,” transforming personal accounts into public declarations of inclusion advocacy.

Share-Ready Creative Toolkit: Certificates, banners, and modular visual assets were designed for frictionless sharing, making participation effortless and highly visible across feeds.

Authentic Photographic Storytelling: People with disabilities were portrayed through humor, pride, and confidence, avoiding pity and reinforcing the campaign’s modern, empowering tone.

Corporate Mobilization Framework: Companies were invited to become INCLUENCERS themselves—prompting HR teams, executives, and brands to endorse and cascade inclusion commitments internally and externally.

Built-In Social Momentum: The combination of social pressure, optimism, and easily accessible tools generated widespread organic adoption, turning inclusion into a contagious behavior.

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Impact and Results

The campaign achieved remarkable results:

• 20.7 million people reached (44% of Argentina), demonstrating nationwide penetration driven entirely by organic behavior.

• 160+ high-profile INCLUENCERS, validating cultural resonance among public figures and industry leaders.

• 700+ corporate INCLUENCERS, confirming rapid organizational adoption across sectors.

• 712 people hired, proving real-world economic impact and measurable inclusion outcomes.

• 45% social media growth, reflecting sustained momentum and expanding community engagement.

• $197.5 million in ad value generated, showcasing extraordinary amplification without paid support.

• $0 spent, underscoring the campaign’s efficiency and cultural self-propulsion.

The campaign didn’t just raise awareness—it changed behavior, mobilized companies, generated employment, and redefined what influence means in Argentina.

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Why It Worked

INCLUENCERS succeeded because it democratized influence. Instead of relying on paid celebrities, it empowered everyday people and companies to become advocates for inclusion. The message was simple, repeatable, and culturally sticky, turning a statistic into a movement. By using humor instead of pity, the campaign shifted emotional framing, making inclusion feel energizing rather than heavy. The result: national adoption, corporate action, and real-world job creation.