Small action makes big difference. Drinking a cup of flavored water equals to making an actual donation of a cup of clean water to the people in need.

We initiated a simple challenge on social media that called for consumers to upload a video of them drinking any kind of flavored water onto social media platforms to increase public awareness of consumed water issues.

When more people were exposed to the challenge, it increased the level of awareness and attracted many more to participate in taking action that contributed their part in donating clean water to those in need.

Actual donations went to help local communities to build water cellars to preserve clean drinking water.

Teaser phase 12.13-12.25

•Released social teasers to warm-up for #Drinking for life challenge

•Published content and teasers posters produced by Weibo KOLs to attract netizens to create traffic for live-streaming.

•A social page just for #Drinking for Life# was created on Weibo to collect all discussions and content posted by consumers.

Launch 12.16-12.25

•Live-stream of #Drinking for Life# Challenge launched in Shanghai and Hangzhou, to kick-off the challenge on key live-streaming platforms

•Popular Chinese celebrities like Hong Kong artist, Carina Lau, Stephy Qi and Gulnazar from China as well as Darren Wang from Taiwan, participated in the campaign that attracted more people to participate

Sustain Phase 12.25 – 12.31

•Launched the Chinese version “Drinkable Book” on Unilever’s Tmall flagship store to educate public on importance of clean drinking water

Actual Donation in 15 campaign days?USD74K

Reach?300 million people

Likes?14 million

Earned Media Engagements?280,000