Background

99 Giving Day has accumulated familiarity in recent years. Yet public’s awareness of 99 Giving Day is ambiguous due to scattered communication contents and media forms without no exclusive memory symbol. This year, 99 Giving Day launched a new slogan "Doing good deeds together”, hoping that the public has a more clear and focused awareness of 99 Giving Day. To communicate with consumers in an emotional way based on the brand proposition of "Doing good deeds together". To touch the heart of users in a warm and moving story telling way in the social media and establish their memory, thus approving the brand. An actual deed to support public welfare activities will be the next step then.

Describe the creative idea

The original music of the song "Hometown" was adapted fit the film tonality. The overall speed of the song was slightly accelerated, and the decomposition of piano accompaniment was more brisky. The cello of the original string music was replaced by the violin and Viola. On the basis of the tender and lyrical tone, we weaken the slight sorrow in the original song. Instead, it reveals a trace of childlike interest and gives the audience more hope to match with the movements of the two little protagonists in the film. The lyric fits perfectly with the true portrayal of the left behind children's rural life in the film. Singing at the end can promote consumers’ sentiment well.

Describe the strategy

Left-behind children group is a common phenomenon in China's third-tier and fourth-tier cities. In the past, lots of public service works mainly showed their miserable and difficult living situation. However, We use warm and childlike picture style and soft lyric music keynote to arouse thus approving the brand.

Describe the execution

Instruments used: piano string music. Timeline：24 Aug.2019-28 Aug.2019 Sound textile company band members finished.

Describe the outcome

Video viewership reached 105 million on the whole network, including 61.84 million on Weibo. Video received more than 40000 "like" on WeChat. Became a phenomenal case in social platform with 56.55 million reach and 13.6% click rate on WeChat Moments. Over 3500 reports have been published in the whole network.