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case studies: Virgin Mobile: Homeless Youth

Virgin Mobile sponsored and created a charity organization called “Homeless Youth.” The purpose of the charity is to make people aware of the fact that many people under 18 are homeless. When given the assignment, the website had fewer than 2,000 views a month. The primary goal of the campaign was to drive traffic to HomelessYouth.tv.

Strategic Approach:

  • 2 WebStars posted videos
  • Each WebStar was encouraged to communicate the idea of homeless youth awareness in their own way and their own style
  • Videos were distributed to sites which would have the greatest benefits to the client

Results:

  • 774,213 views
  • Web traffic during the one month period of the campaign reached an all-time high of over 9,400 visitors
  • Client was highly impressed with the conversion rate
  • One video had over 6,000 views and 2,000 click-throughs