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.

The Brief

None

Creative Execution

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.

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

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

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

In China?about 40 million children are still living in extreme difficult areas . Poverty make everything hard for them.

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.