It is estimated that among the 530 million of our users, up to 57.9% ranges from 25 to 45 years old, which is the mainstay of society and the exact target consumer community of the HLA down jacket series. They concern themselves with state affairs, ridicule social inequalities, and readily participate in various kinds of social charity. Meanwhile, they are found highly active and loyal at our every mobile platform.

In current China, population of extreme poverty still accounts for 14%. The poor live in remote mountain areas and come to big cities after the age of 18. More and more concerns have been laid upon the living and education of children in these areas.

We will analyze the online behaviors of target consumers, stick to positive events in favor of public welfare, and create a national O2O event of charitable marketing in collaboration with HLA.

Step 1. Invite five famous Chinese KOLs to promote this charity event; issue a warm-up video; ( 26/10/2015 to 30/10/2015 ).

Step 2. Hold an initiation conference in Beijing; ( 30/10/2015 ).

Step 3. Customize the official website on PC and mobile terminals; Collect behavioral traits of 530 million users at our company's News, Cloud Music, and Ease Reader on a daily basis and convert the big data into Feather Charity Energy;.( 30/10/2015 to 30/11/2015 ).

Step 4. Use 360° VR technology to prepare an H5 on the warm-up visit to the schools; ( 24/11/2015 to 30/10/2015 )S

Step 5. Celebrities, media, brand representatives, and charity organizations make donations on the spots;( 01/12/2015 ).

Step 6. Children from poverty areas come to Beijing for a charitable winter camp; (12/12/2015 to 13/12/2015).

step 7.Issue H5?users can view relative video clips on it. ( 21/12/2015 to 25/12/2015)

In total, we donated 10,500 pieces of down jackets which were especially customized by HLA for students and teachers, coming from 253 needy schools over 12 provinces - Gansu, Guizhou, Xinijiang, etc.. During this campaign, they had deeply felt the warmth from the HLA. The PV of "More than a gram of warm" official website was 39.5 million , sharing users reached 0.44 million, the VV of relevant video was 3.2 million. The number of website interaction was 9.85 million (include donation and sharing). In this advertising campaign, HLA totally got 2 billion brand exposure.66 other medias (include internet and traditional) reported this public welfare event and released more than 145 News articles. During the project implementation stage, 10 KOL’s Weibo account and 6 WeChat official account released lots of relevant Charity topics. These topics brought 4.28 million discussion on the internet social media.

Because down jackets can keep warm, we specially brought up the interactive charity marketing idea of "Donating Charity Down Jacket by Participating the Activity, Helping with A Warm Winter for Teachers & Students in Distressed Areas".

For the media communication, we specially integrated the best resources of all platforms inside and outside the media circles, and connected our News PC and WAP, and utilized the diversified communication pathways of different APPs with the largest coverage of people. Meanwhile, we also created high-quality contents of the communication for online interactions, original videos, H5 and donation events.

Communication strategy:

"No matter when and where, each of people's internet operation can make contribution to Public welfare"

Media planning strategy:

1 Omnimedia+Mobilization, resource integration and wide-spread influence: Our company (PC+mobile platform+ WAP) + other online media + Social media + Newspaper +Magazine +TV

2 Big Data + New Technology, more accurate and innovative activity goals: Integrate three APPs through our accounts so that big data of users' traits can be coordinated and every user can make charitable donations; use 360 VR technology to let users experience first-handed online donation records.

3 "Visualization + Topicality": content-oriented strategies result in a fashion trend. Launch high-quality videos on four terminals at different stages; invite 5 celebrities to promote charity events; create a series of H5 charity topics.

As an exemplar of Chinese national brands, HLA enjoys a pivotal status in the realm of Chinese menswear for its brand concept, "Men's Wardrobe." In 2014, HLA launched its brand new series "High Quality Down Jackets."

The domestic market of down jackets features fierce competition. HLA has to take such challenge posed by other established down jacket brands including BSD. Therefore HLA looks forward to its collaboration with us for the following three purposes. First, HLA is to orient its marketing strategies towards eye-catching events, which serves the uniqueness of HLA down jackets as a communicative symbol. Second, HLA is to enhance its brand image, to practice its social responsibility, and to attract more loyal consumers. Third, HLA is to produce high-quality topics, to create online buzzes, and to excite users' desire of buying HLA products at local stores.