The Campaign

Don’t donate, adopt a pocket on you. Every pocket offers a Qiang woman with 6 hours’ work. We design a pocket which is like the Qiang women’s drawing board. Qiang women can sew various Qiang pattern on the pockets of different texture, color and size. Meanwhile, every Qiang embroidered pocket is a well-designed element, which can go with different fashion items. For example, you can sew the Qiang embroidered pocket on your clothes, bags or toys. We bring the UGC model to design so as to make the Qiang embroidered pocket become redesigned. Everyone who adopts the pocket can create their own fashion item by their own styles.

Creative Execution

Through the platform of Tencent 99 Charity, we start to advertise and open purchase channels. We initiate a call to adopt the pockets through media such as web advertisement, email DM and SNS. Then we combine the Qiang embroidered pocket with fashion industry and promote it in fashion shows, magazines and parties. We firstly aim at the designers and trendsetter, then to the public. The pocket is also a medal to support Qiang embroidery. Everyone can be an ambassador to spread Qiang embroidery. When they show off their creative fashion via social media such as Instagram, wechat and facebook, the Qiang embroidery quickly steps into the trend of younger generation.

Indication of how successful the outcome was in the market

1. Via Tencent 99 Charity platform, 34000 pockets were adopted in just 1 week. 2. 486 Qiang families gained 1 year’s work with the revenue 3 times more than before, so that they could live by their own handicraft. 3. Gotten the favors of young generation, Qiang embroidered pockets exposed in the streets and social media frequently. Celebrities joined the pocket DIY which attracted the fans’ attention and followed. 4. Chinese famous clothing brands released the Qiang embroidered pocket series, which built up the connection between the handmade Qiang embroidery and factories. 5. Supported by more than 20 fashion magazines and fashion programs, the ancient Qiang embroidery came back in a trendy way. 6. We promoted the rare Qiang embroidery culture by marketing approach, and built up a long-term self-sufficient platform for Qiang people.

Strategy: Combine the Qiang embroidery with common commerce Target: Chinese young generation, who are lack of interest of ancient culture and love to pursue individuality. We never try to change their preference or taste, but encourage them to show their styles in a different way, to push the same thing – Qiang embroidery. Let the Qiang embroidery integrate in the young’s’ trend in a diversified way.