As the leading milk powder brand on the site, a2 has always maintained in-depth cooperation and a high position in the industry. The brand hopes to better integrate charity and commercialization through this cooperation, and use traffic to increase everyone's attention to cleft lip and palate. At the same time, Return to a2 and improve brand favorability.

We found through data that under the same communication content, a2’s content interaction rate and sharing rate are about 50% higher. This is a group of very active and willing to share users, so we gave birth to the "Straw Challenge" as a challenge Sexy and fun interactive form. By using straws with loopholes, we can let everyone feel the difficulty of eating for babies with cleft lip and palate, make sincere sharing, and let the activity gain more love.

Online and offline cooperation completes the O2O cycle. Online advertising resource exposure allows users to actively participate in activities. Offline shallow contact allows users to directly scan the code after seeing the brand activity or search for [Operation Smile] on the platform to quickly understand how the activity is played. , explanation of public welfare activities.

Communication slogan: A straw to experience the difficulties of babies with cleft lip and palate

Set up online distribution and offline activities in the early stage to allow users to get straws. After receiving it, users use the straw to drink water/milk, record the process in text or video, and then go back online to spread the event topic.

There are 350,000 offline screens that continuously broadcast this charity event in major elevators and supermarkets across the country in order to maximize exposure and reach more potential audiences;

The whole activity is interesting and attractive, and it also makes the UGC content readable and highly fissionable.

The event received 5.6 billion exposure on 520,000 offline large screens, 3.5 billion online resource exposure, and events were held in core supermarkets in 10 cities. A total of more than 400,000 people participated and more than 90,000 meals of milk powder were donated.