Context 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. Idea Influencers changed their addresses so that the new winter clothing intended for them would be delivered directly to Dans La Rue, a homeless shelter. Impact Without any media investment (100% earned media), the campaign was quickly picked up by traditional media. Right after launch, dozens of other influencers also changed their addresses. 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. Altogether, more than $100,000 worth of clothing was received. But more importantly, hundreds of homeless youth stayed warm during winter.