Cannes Lions

A Piece of Cake

HYLINK DIGITAL SOLUTIONS, Beijing / TENCENT / 2018

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

The purpose of a birthday celebration is to share. Through social networking, we have created a way for users to celebrate and share regardless of distance. We’ve leveraged Tencent social big data to connect users with children sharing the same birthday. Through the goodwill of the users, the children are given a chance to celebrate their birthday for the first time. Starting from this special day, we hope to bring children happiness and joy day after day.

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 visitors to interact and donate to “A Piece of Cake”. Users can also share the donation result to social platforms, pulling more friends to participate.

Outcome

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

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