Background

In the remote mountainous regions that dot China, 83,000 children still lack sufficient clothes to stop the freezing bite of winter due to poverty. Therefore, we decided to launch a philanthropic campaign and called on everyone to lend a helping hand and donate for clothing purchases for these children so that they can enjoy warmth in the winter.

Describe the strategy

By cooperating with authoritative charitable organizations such as “Tencent Public Welfare” and “Wardrobe of Love”, we won trust and endorsement. As autumn turned into winter, when the most attention is paid to winter apparel, we released an H5 campaign based on big data on mobile network platform with a large traffic among the groups most willing to help children in need, encouraging them to donate through mobile payments and to forward and share the program to more people.

Describe the execution

The H5 campaign was distributed for one week on WeChat Moments, China’s largest social platform, and popular apps and network platforms such as Douban and Zhihu.

List the results

The campaign was shared and spread like a wildfire in a short period, achieving 51,000,000+ views, 20,000+ comments, and 340,000+ interactions, raising RMB 540,000+ in donations within one week, and supporting 6,000+ children.