DIRECTED AN IHEARTMEDIA CREATOR CAMPAIGN FEATURING CELEBRITY TALENT THAT EARNED 4M+ IMPRESSIONS
The campaign
Voices for Good was a first-of-its-kind national charity challenge created in partnership with iHeartMedia, in which top podcast hosts competed for one month to raise money for causes they cared about on a live leaderboard.
As one of just two marketers at Daffy, I led the campaign end to end, from partnership strategy and celebrity talent management to creative direction, digital experience, social execution, measurement, and the campaign operations required to bring it to life.
Coverage: Daffy’s launch blog · iHeartMedia’s launch blog
Featured Podcasts & Talent
Adam DeVine, Blake Anderson, Anders Holm, Kyle Newacheck
Joel Larsgaard, Matt Altmix
Daniel Whiteson, Kelly Weinersmith
Joe Saul-Sehy, OG
Jodie Sweetin, Andrea Barber
Lauren Vogelbaum
Laura Vanderkam
Shawn Flynn
The strategy
Previous acquisition efforts had shown us two things: podcast partnerships was Daffy’s strongest acquisition channel to date, while Daffy Campaigns, our fundraising feature, were a close second. The idea behind Voices for Good was to combine the two and test whether trusted podcast hosts could drive member growth at scale without a large paid-media budget.
With roughly $10K spent on host-read ads, we built the rest of the campaign around organic amplification. Each podcast chose its causes, received a dedicated campaign page, and competed on a live leaderboard that gave fans a reason to donate and hosts a reason to keep promoting.
The execution
The iHeartMedia partnership
We worked with iHeartMedia to select participating shows and talent, define deliverables, allocate our host-read ad budget, coordinate legal and sweepstakes requirements, and build broader iHeartMedia amplification into the partnership.
For the ads, we developed the core messaging framework and worked with each show to adapt it to the host’s natural voice while keeping Daffy’s positioning and the challenge mechanics consistent.
The accompanying video features the actual ad read that aired on This Is Important, repurposed into social content.
CREATIVE APPROACH
To create the campaign identity and content, I led the creative direction around the live competition, building a flexible system that could evolve as rankings changed, donations came in, and different hosts and nonprofits took the spotlight, all while still preserving the personality of each show.
Digital experience
I worked closely with design and engineering on the digital experience, from writing the product brief and landing-page copy to shaping how the competition itself would work online.
Every choice was deliberate. We designed the experience mobile-first because podcast audiences were likely arriving on their phones. We made the #1 position visually dominant to encourage hosts to share their ranking, added a real-time donation feed to create social proof and urgency, and kept the experience on Daffy so we could respond to the competition in real time.
Each participating podcast also received its own campaign page. We worked directly with hosts to coordinate their copy, imagery, nonprofit selections, and donation matches, helping each page feel personal to the show while still fitting within the larger campaign.
Social media
I owned Daffy’s social strategy and execution throughout the campaign, building the content calendar, developing concepts, writing copy, directing creative, publishing content, and managing community engagement.
Because the campaign depended on more than Daffy’s own audience, we also created social toolkits for hosts and partners and coordinated amplification across nonprofits and iHeartMedia.
We're so honored to be featured in Daffy's Voices for Good campaign! A huge thank-you to Daniel and Kelly's Extraordinary Universe for choosing Project Scientist as one of your charities alongside Médecins Sans Frontières (MSF), Society for Science and the Public, and AAAS — we're truly grateful for your support. 💛
This #GivingTuesday, use your voice to give back to science @DaffyGiving and @iHeartMedia teamed up for the Voices for Good Challenge. Thanks to @DandKUniverse for fundraising for AAAS, @Society4Science, @ProjScientist, and @MSF_USA. Vote now! https://daffy.org/voicesforgood
This holiday season, iHeartMedia and Daffy are proving that meaningful connections can drive real change through the #VoicesForGood Challenge. All November long, iHeart podcasts including, “This Is Important,” “Daniel & Kelly's Extraordinary Universe,” and “How to Money” are rallying support for the nonprofits they care about most. 🎙️ Explore the campaigns at https://www.linkedin.com/posts/voicesforgood-share-7391883080753532928-PpMl/ and help amplify purpose-driven initiatives. Donate by December 2 for your chance to win a trip for two to the 2026 iHeartRadio Music Festival in Las Vegas. ✨
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