GALLERY OF A KIND

Creative eCommerce

Case Film

Presentation Image

TitleGALLERY OF A KIND
BrandWABC
Product / ServiceCHARITY
CategoryB07. Social Business & Commerce
EntrantTENCENT CHARITY Shenzhen, CHINA
Idea Creation TENCENT CHARITY Shenzhen, CHINA
Media Placement TENCENT CHARITY Shenzhen, CHINA
PR TENCENT CHARITY Shenzhen, CHINA

Credits

Name Company Position
Vincent Li Tencent General Manager
Akae Wang Tencent Executive Creative Director/Copywriter
Akae Wang Tencent Copywriter
Rain Yue Tencent Account Manager
Zita Zou Tencent Copywriter
Dong Xie Tencent Editor
Ivy Huang Tencent Art Director

Background

The 17million learning disabled , due to lack of social interaction, are often neglected and forgotten. Can the power of technology bring equality to this community, help them voice their identity, and support their charitable foundation to raise 15 million RMB worth of philanthropic funds

Describe the creative idea (30% of vote)

To do so , we created a digital gallery on the WeChat platform,and a H5 page with 50 of digitalized paintings from 36 individuals with general learning disabilities. Any WeChat users can choose from these artworks and put them on exhibitions through their own WeChat moment. They can purchase each digital painting with one RMB via WeChat Pay, And when they repost those paintings, they automatically became the next art-dealer. All crowdsourcing amounts are directed to public welfare account. Pooling together, the love and kindness give rise to innumerable online galleries,ever-expanding,connecting us all.

Describe the strategy (20% of vote)

Initiate an influential social campaign on social media, to help autistic children to get attention and fund-raising.

Describe the execution (20% of vote)

Fission effect of social interaction! We chose to have Tencent's 40,000 employees push the H5 of the event to their Wechat Moment during public welfare week, the peak period of social platforms. Low-threshold donations, simple user experience, one yuan can start a social dialogue with people with mentally disabilities. Skillfully use the concept of eCOMMENCE, so that each user can start their own exhibitions.The number of galleries in series created by the fission effect of social interaction is increasing, and users are encouraged to donate twice or even multiple times.

List the results (30% of vote)

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. 3. People's Daily and hundreds of media reported this campaign. Earned media exposure valued 200 million RMB. 4. Listed in 10 most influential events by 9 top medias include Zhihu, DIGITALING, etc. At the same time,from August 2018 to March 2019, WABC carried out art healing services in more than 10 urban art centers and more than 60 communities and schools in China, as well as teacher training and social integration activities.  The total funds used are 3,474,793 RMB, including 1,912,017 RMB for project expenditure, 122,5756 RMB for project execution and 337,020 RMB for management. (The data report comes from the China 99 charity day information public welfare platform)  

Links
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