We launched the Echo Plan, to donate a portion of WeChat’s earnings towards helping left-behind children, who live in the villages as their parents toil in the cities, to contact their parents.

And we made a touching video featuring a left-behind children’s choir to spread the word that every time a user top-ups for himself through WeChat, he’s also topping-up for those left-behind children through a timeless lullaby. We put it in social media which cause wide discussion.

July - Echo Plan mobile top -up growth system - July - Wechat

July 22th - "time of a song" video launched and Several celebrity to repost the video at the same time - social media(Weibo, Wechat, video website).

September - Superstar Tao Hong go to Gan Su to visit the left behind children - Social

Media output - 2 millions video hits.

Target Audience -2.58 million new top-up service user

Business Output - $1.5 million donated to the echo plan