Product / ServiceTENCENT CHARITY
CategoryD02. Use of Branded Content created for Digital or Social
EntrantTENCENT Shenzhen, CHINA
Idea Creation TENCENT Shenzhen, CHINA
Media Placement TENCENT Shenzhen, CHINA
Production TENCENT Shenzhen, CHINA
Additional Company POSTERSCOPE CHINA Shanghai, CHINA

The Campaign

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.

Creative Execution

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 campaign is started first by Tencent staffs on WeChat platform and spread to their friends and relatives. Within 5 hours, we engaged 41 million participants on the social platform. The campaign is reported by 84 mainstream media, and listed as Top Influential Event of 2017 by 17 media.

Insights, Strategy and the Idea

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.


Name Company Position
Vincent Li tencent General Manager
Cicy Li tencent General manager
Akae Wang tencent Excutive creative director
Kai YANG tencent Brand 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
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