The Campaign

Celebrating birthdays on social platforms is already a new habit for youngsters. However , in this very same day, another 110,000 children who live in poverty find it too difficult to have their own birthday. So we’ve leveraged Tencent social big data to connect users of the same birthday with poor children by a precise birthday greeting massage, which allowed users to know more of their difficult living situation.

Creative Execution

Celebrating birthdays on social platforms is already a new habit for youngsters. However , in this very same day, another 110,000 children who live in poverty find it too difficult to have their own birthday. So we’ve leveraged Tencent social big data to connect users of the same birthday with poor children by a precise birthday greeting massage, which allowed users to know more of their difficult living situation. Afterwards, invite them to interact and donate to “A Piece of Cake‘’. Users can also share the donation result to social platforms, pulling more friends to participate.

Project exposure over 86,899,079 times, H5 interaction 3,870,090 times, donation conversion rate increased by 8.8%

Celebrating birthdays on social platforms is already a new habit for youngsters. However , in this very same day, another 110,000 children who live in poverty find it too difficult to have their own birthday. So we’ve leveraged Tencent social big data to connect users of the same birthday with poor children by a precise birthday greeting massage, which allowed users to know more of their difficult living situation. Afterwards, invite them to interact and donate to “A Piece of Cake‘’. Users can also share the donation result to social platforms, pulling more friends to participate.