2024 Winner
SilverBest in Social
SilverBest Use of Influencers
Dans La Rue
"Address Change"
LG2
"Address Change"
LG2
Quebec is one of the coldest places in the world. While homeless youth suffer from hypothermia on the streets, influencers receive tons of new winter clothing for free without any obligation or request. It is called “product seeding.” Dans La Rue, a homeless shelter, has been collecting clothing donations since 1988 to distribute to homeless youth. With virtually no budget, the homeless shelter wanted to launch asocial media campaign to increase donations of new, warm, fashionable clothing for winter. Influencers changed their addresses so that the new winter clothing intended for them would be delivered directly to Dans La Rue, a homeless shelter.
Four influencers changed their shipping addresses across their social media platforms, email addresses, websites, etc. This way, companies wishing to send them free clothing (product seeding) eventually redirected the shipments to the nonprofit organization Dans La Rue,
which assists homeless youth.
For two months, the four influencers redirected the packages to the organization. Then, a video explaining the idea was launched on Dans La Rue’s social media platforms. Accompanied by a public relations strategy, the organically launched video and the “Address Change” idea earned coverage in traditional media outlets.
Shortly after the campaign’s launch, dozens of other influencers also changed their addresses so that additional clothing from various brands could be sent to Dans La Rue. The receipt of donations and the campaign stretched throughout the winter, reaching across Quebec and parts of Canada.
With no budget, Dans La Rue simply "hacked" influencer marketing and the brands that use influencers as media placements. By changing their addresses, the influencers and the entirely digital and social campaign managed to generate a wave of support for the homeless and the organization Dans La Rue.
As a result, the organization was able to reach 30,000% more people on its social platforms using only the organic power of the idea.
Without any media investment (100% earned media), the campaign was quickly picked up by traditional media. Right after the launch, dozens of other influencers also changed their addresses so that additional new and warm clothing could be delivered directly to young people who needed it most.
Dans La Rue’s social networks gained over 30,000% more reach, and the campaign was perceived positively by 98%. A total of 32 major brands participated unknowingly, and 400% more clothing was donated this year.
Altogether, more than $95,000 worth of clothing was received for free. But more importantly, hundreds of homeless youth stayed warm this winter.
Four influencers changed their shipping addresses across their social media platforms, email addresses, websites, etc. This way, companies wishing to send them free clothing (product seeding) eventually redirected the shipments to the nonprofit organization Dans La Rue,
which assists homeless youth.
For two months, the four influencers redirected the packages to the organization. Then, a video explaining the idea was launched on Dans La Rue’s social media platforms. Accompanied by a public relations strategy, the organically launched video and the “Address Change” idea earned coverage in traditional media outlets.
Shortly after the campaign’s launch, dozens of other influencers also changed their addresses so that additional clothing from various brands could be sent to Dans La Rue. The receipt of donations and the campaign stretched throughout the winter, reaching across Quebec and parts of Canada.
With no budget, Dans La Rue simply "hacked" influencer marketing and the brands that use influencers as media placements. By changing their addresses, the influencers and the entirely digital and social campaign managed to generate a wave of support for the homeless and the organization Dans La Rue.
As a result, the organization was able to reach 30,000% more people on its social platforms using only the organic power of the idea.
Without any media investment (100% earned media), the campaign was quickly picked up by traditional media. Right after the launch, dozens of other influencers also changed their addresses so that additional new and warm clothing could be delivered directly to young people who needed it most.
Dans La Rue’s social networks gained over 30,000% more reach, and the campaign was perceived positively by 98%. A total of 32 major brands participated unknowingly, and 400% more clothing was donated this year.
Altogether, more than $95,000 worth of clothing was received for free. But more importantly, hundreds of homeless youth stayed warm this winter.
Credits
Dans La RuePRODUCTION COMPANY: OKOK
POST-PRODUCTION COMPANY: OKOK
SOUND STUDIO / ENGINEERING: Circonflex
LG2
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc Du Sault, Josh Stein
CREATIVE DIRECTION: Luc Du Sault
COPYWRITING: Félix-Antoine Belleville
ART DIRECTION: Megan Plamondon
ACCOUNT SERVICES: Alexandra Laverdière,Gabriella Côtes, Anne-Renée Turcotte, Laurence-Olivier Paquet
AGENCY PRODUCTION: Émilie Trudeau, Emmanuelle Bérubé
MOTION DESIGN: Daniel Martinez-Mendoza
LAYOUT ARTIST:Marie-Ève Roussy, Sylvain Grégoire
OKOK
PRODUCER: Christina Drouin, Xavier Girard, Nicolas Chiasson
DIRECTOR: Laurence Tremblay
DOP: Raphaël Desharnais
EDITING: Cédric Noël
Post-production - OKOK
COLORIZATION: Amélie Michel - Studio Élément
Content creators
Louis Blouin, Alex Beaulieu-Marchand, Emmanuelle-Salambo Deguara et Karel Cadoret