TikTok x LA Mission
DoSomething is the largest not-for-profit exclusively for young people and social change, so naturally we launched a campaign that would help TikTok connect with 6 million young people to mobilize a movement supporting the homeless community.
At the time, TikTok was new to the American market and wanted to engage more meaningfully with gen z. Instead of making another dance with them, we proposed they positively impact young minds, so we partnered with TikTok on a national campaign where young people all over the country worked together to run collection drives for people in need.
Skid Row in Los Angeles, a historically working-class neighborhood, is known for its high concentration of people experiencing homelessness, with estimates ranging from 8,000 to 11,000 individuals, and a significant portion living unsheltered.
On any given day there are 600,000 people experiencing homelessness in America, and about 25% of them are teenagers or children.
Through TikTok’s social platform, young people ages 13 - 25 were able to connect and share their experiences, progress, and successes through their impactful journey of philanthropy.
We developed a targeted email marketing campaign to engage young people in supporting a donation drive for homeless youth. First, we built a segmented email list by partnering with relevant community organizations and leveraging our social media channels to encourage sign-ups. Our emails featured compelling storytelling, highlighting personal stories of impact and emphasizing the tangible difference donations could make.
We also had a dedicated landing page where people could sign up and participate in the campaign. Once they signed up, they were given weekly support and instruction on how to execute like, what items to collect, support finding local homeless shelters and more.
We even got some special friends, who are passionate about the cause, involved—actress Logan Browning and child activist Khloe Kares.
And together we collected over 100,000 daily essentials for people in need by amplifying the movement on tiktok.