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.

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.

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.

Brand film is completed with two directors’ close cooperation.

Brand films are presented in an almost dialogue free narrative. Story structure is simple and clear and image language is plain but excellent.

Launch time: 3 Sep. 2019-9 Sep. 2019

The launch media covers WeChat Moment ad, opening cover ad of news app, video app, social app, plus feeds ad of news app.

WeChat Moments feeds ad adapted the latest interactive tech: In the outer layer, we used a finger movement interaction to attract users to put a coin in the bottle, then enter into the link and watch the full video.



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.