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.

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.

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

We leveraged Tencent social big data to create personalized push notification birthday greetings, connecting users sharing the birthday with children in poverty. Raising awareness of their difficult circumstances and afterwards, inviting them to interact and donate "A Piece of Cake”.

Background: According to a recent survey, there are over 40 million children in China living in poverty-stricken areas. They are unable to enjoy a healthy and happy childhood because of this. Objective: Raise public awareness ,drive general attention to them and triggers audience to bring them long-term helps.