WeChat, the No. 1 mobile-phone instant messenger, launch a charity campaign, the voice donor, to read books for the blinds and illiteracy. Consumers can register and gain a text via WeChat. Once they respond and upload to Wechat, the system will automatically combine the voice into voice-books.

The second stage, Wechat is facing the issue of low intention to participate. How to make this campaign interesting and fun to take part in is the key challenge.

The voice donor 2.0 first collaborated with media, then use celebrities to further maximize the communication effects. The overall campaign is mainly PR driven, and media relationship oriented.

The total campaign starts from “the Voice of China” collaboration. The TV show host demonstrates how to register and to do charity during the program. This has created lots of impact and drive young target audience to try when they have fragmented time.

Celebrities followed the host and invite their fans to participate. Eventually this charity has aroused much attention, and created a positive competition among celebrities– who has influenced more fans and whose fans complete the voice books fastest.

Currently, more than 112 voice books have been completed. Voice Donor 2.0 was not only followed by famous national newspapers, but also reported by influential TV stations like CCTV.

Come mechanism: Upon registering on mobile, users will receive a text from the system to record in 1 minute long paragraph. After completion, the system will arrange the voices accordingly into voice-books.

Reality show collaboration also took place. The host, during live broadcast on TV, online sites and mobile platform invited audience to participate through Wechat. After the program, more celebrities volunteered, and initiated a positive charity competition among celebrities. National icon Li-Bin-Bin’ fans finished a voice-book within 20 minutes. To donate voice and interact with Fans’ online for participation has become another fashion for celebrities in China.

More than 21 celebrities volunteer to lead the voice donation.

Echoed by more than 50 celebrities.

Social media viewership reaches 210 millions, and independent visitors over 600,000 times. There are 1,200,000 donators and in average, they donate 4.9 times.

Currently, WeChat consistently receive 100,000 voice donations, and already finish 112 voice books.

Main stream media, including CCTV, major Newspapers, and internet news all reported positively.

It also makes WeChat from a popular APP to an APP people will be proud to use. The mission is completed.