Title | A MEME GALLERY |
Brand | TENCENT |
Product / Service | TENCENT CHARITY |
Category | G02. Low Budget / High Impact Campaign |
Entrant | TENCENT Shenzhen, CHINA |
Idea Creation | TENCENT Shenzhen, CHINA |
Media Placement | TENCENT Shenzhen, CHINA |
PR | TENCENT Shenzhen, CHINA |
Production | TENCENT Shenzhen, CHINA |
Additional Company | POSTERSCOPE CHINA Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Vincent Li | tencent | General Manager |
Cicy Li | tencent | General manager |
Kai YANG | tencent | Brand director |
Akae Wang | tencent | Excutive creative director |
Rain Yue | Tencent | Brand Manager |
Hui Wang | tencent | Brand Manager |
Ivy Huang | tencent | Art Director |
Dong Xie | Tencent | Art Director |
Zita Zou | tencent | copywriter |
We created a digital gallery to show the artwork of 36 general learning disabled individuals on an HTML5 page. Users were able to engage these individuals by spending 1 RMB through WeChat Pay to purchase their painting. On the same day we advocated every WeChat user to frame this painting on their social space. By linking the paintings on social media, a continuous digital gallery was generated.
Overall budget 100000 RMB Break down: - Creation and UI design 0RMB(done by inhouse design team) - H5 development 100000RMB - paid media 0RMB
We decide to push the HTML5 page to all the Tencent staffs during the Charity Week. With an affordable amount of donation and simple user experience – purchased the artworks created by the general learning disables, users get to have interaction with this special group. Instant responses are generated through the social platform, which resulted in a growing Internet gallery, and multiple donations from one user.
1. 15 million RMB fund-raising is completed within only 5 hours. 2. The total number of clicks reached 41.83 million, with 5% donation rate. 1 of 20 Chinese participated. 3. People's Daily and hundreds of media reported this campaign. Earned media exposure valued 200 million RMB. 4. Included by more than 15 internet media as 10 Major Influential Event of the Year 5. Selected by Zhihu.com as 100 Globally Major Event of 2017
This is a campaign based on WeChat platform that engages around 900 million users to create a internet gallery for the general learning disables. We ask the Tencent staffs to push a HTML5 page to all their relatives and friends. With a donation of 1 RMB, the users could purchase an artwork and share it on their WeChat Moment, which we see instant responses --- within 5 hours, the users created the longest internet gallery, and we completed the fund-raising at 15million RMB.
1, We started a social event among all the users on Chinese charity day, with one single topic and one single action. 2, This charity event does not only aim for fund-raising, but also it aims for getting the responses from all users – the single action of posting the artworks they purchased with 1 RMB onto the social platform. 3, Then to the insight of joining in creating the internet gallery of the century, we successfully have the users shared the same content.