The Brief

In China, Wechat is a fast-growing communication APP. Users had grown up to 600 million in 3 years. However, people tend to pay more attention to its development, rather than realizing that Wechat is a tie between people which is its core brand value. Accordingly, we try to combine people’s scattered time to address a problem. We set up a Wechat account named ‘The Voice Donor’,inviting users to donate their voice via its voice function. Everyone only need to spend 1 minute to read out the system sent words, the reading problem of 12.63 million people will be solved.

Describe how the promotion developed from concept to implementation

We’ll put some blank books on the New Arrivals of the bookshops. However, on the books back cover is a QR code that serves as an invitation of advocating others to donate voice. we also bought media space in blind massage parlors and set QR-codes under the massage couches. Clients will undoubtedly receive an invitation. And donors can go on invite more people to take part in. Simply connect to The Voice Donor account, and read words the system sends in 1 minute, we’ll collect the voice files and produce mobile audio book, enabling the blind to hear by Wechat.

Describe the success of the promotion with both client and consumer including some quantifiable results

Every participant is also an propagator and advocator, they use Wechat and other social media to invite more people to donate the voice. It makes the number of voice donor grow geometrically which greatly reduces our propagation fare. In only two months, Wechat had collected 10 audio books and 200 thousand people were involved. At the same time, The Voice Donor and Wechat also had gained great popularity and won attention from the media.

Explain why the method of promotion was most relevant to the product or service

We use the contact points: books and massage beds that people cannot avoid to invite people to take part in our activities in Wechat on proper time and location. Besides, the activity is based on the existing functions and services in Wechat so that people can take good advantage of their time to address a widely-concerned social problem, making them realize the function and the brand value of Wechat.