A.S. Watson Group - Innovation in the Use of Social Media
Name of Organization / Company: A.S. Watson Group, Hong Kong, China
Category: Award for Innovation in the Use of Social Media
Entry Title: Give a Smile Campaign
Essay:
Challenge
Cleft lip and palate are rarely seen for babies in developed countries – so people have no idea about the severity of this issue. But the fact is - cleft lip and palate happen to around 1 child in 750 and may ruin the child's whole life, those in developing countries suffer most.
Due to the lack of public awareness in developed countries, we need to figure out how to build the awareness, arouse the public empathy for the patients and their families and raise fund for them.
Therefore, “Give a Smile”, the company’s first global CSR campaign was launched.
Goal
To Drum Up People’s Support and Raise Fund for Free Surgery Strategy
Make it Viral, with technology
To raise the public awareness and draw people’s attention to the “Give a Smile” campaign, we tried to educate our colleagues and customers about the cleft issues via our stores worldwide, traditional media and social media, spreading the message to everyone we touch.
Make it Personal, with emotion
To maximise the positive impact of the campaign, we turn people’s compassion into action, making it a personal, impressive life experience. We called on our colleagues to join the medical mission as volunteers who then share their memorable experience to people around them. This definitely helps create words- of- mouth effect and finally go viral online and offline.
Execution
Innovative Social Media Campaigns to engage those who don’t see Cleft as an issue
Smile Profile Frame - Facebook users can change their profile frame to show their support for the campaign
AR Smile Changer - Using augmented reality (AR) technology, a smile changer is available on Facebook to give users a sense of what it’s like to have a cleft lip
‘Behind the Smile’ Story Challenge - People share the stories behind their smiles on social media, and call on their friends to take up the challenge and share their own stories, too
AI Smile Meter - The game allows people to upload their most smiley pictures and have their smiles rated by facial- recognition artificial intelligence (AI) system
Single hashtag strategy - #IGIVEASMILE
Celebrities and KOLs Help Create Buzz
Celebrities and KOLs were invited to support the Give a Smile campaign by participating in the activities above and share with their fans/followers on social media.
Amplify by Partnership with Internet Giant on Social Media
We partnered with Tencent in its 9.9 Charity Day. We developed a HTML5 interactive game with WeChat to attract 78 million people joining the movement to “swipe the rabbit (cleft) away”, successfully got matching donation from third party and got Top 1 WeChat index on launch period.
Having Staff Advocating On Social Media
Called on our colleagues to join the medical mission we sponsored in China and Philippines and get in touch with the patients and their families in person
They then shared real life and personal experience with friends and families online and offline Word- of- mouth effect was thus created
Celebrities and KOLs Help Create Buzz
Celebrities and KOLs were invited to support the Give a Smile campaign by participating in the activities above and share with their fans/followers on social media.
From staff volunteer to advocate
Called on our colleagues to join the medical mission we sponsored in China and Philippines and get in touch with the patients and their families in person
Four Give a Smile medical missions were held in 2018. A total of 358 patients received live changing surgeries.
Results
A SUCCESSFUL integrated Launch Donation generated: HKD4 million+
In- kind donation at HK$8m worth of goods so that Operation Smile can resell and get even more extra funding MASSIVE EXPOSURE on Social Media
Widely supported by celebrities, KOL and fans across Asia Reach : 123 million+
Engagement : 11 million+
Engagement rate: 10%
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