Shakira was the first artist to reach 100m Likes on Facebook. Now she’s using her clout on the social network to raise money for charity UNICEF with an online “baby shower” ahead of the birth of her second child. 

Launched with her partner, footballer Gerard Piqué, it’s the first time someone has used Facebook’s new “donate” call-to-action button, with fans encouraged to buy ‘gifts’ ranging from footballs for children to midwifery kits and polio vaccines for medical staff in various parts of the world. Fans are also being encouraged to hold their own baby showers for charity too. There are also some social media stats to be gleaned from the campaign, both positive – the video launching it has been watched 2.8m times in 17 hours at the time of writing – and not quite so positive – just over 120k Likes sounds impressive, but it’s just 0.1% of her Facebook following. Even the biggest stars’ organic reach isn’t what it used to be, perhaps.

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