Innocent, a healthy fruit drink brand that has entered the Chinese market for half a year, has brought its charity “Big Knit” campaign into China. For every bottle of juice sold with a small hat woven by volunteers, the brand will donate to the Free Lunch Fund by the China Social Welfare Foundation.
- The brand sent out PR packages to Weibo KOLs @Poppy-chan and @Serena在纽约, inviting them to post for this campaign.
- In order to upgrade its brand concept and community management, (@innocent天真不懂事会) hosted the Hema Knitting Event at the Shanghai Fresh Hema Member Store with the help of @BFN创意针织工作室 to generate awareness.
- The campaign has tracked more than 4M impressions on Weibo via #大爱小帽#.