Campaign case study
SickKids Chinese Community Donation Drive
A community-led donation campaign designed to unlock business and individual giving. We paired recognition, rewards, and partner discounts with WeChat-native distribution to drive participation at scale.
100+
companies donated
30,000+
individual donors
Community-led
incentives + recognition
Goal
Raise donations from business owners and individual donors within the Chinese community.
Instagram campaign creatives
Scroll to view all campaign posts used to build awareness, communicate rewards, and keep the community engaged.
Challenge
- Business owners need a strong reason to donate beyond goodwill.
- Individual donations are harder to motivate without clear benefits and social proof.
Strategy
- Recognize donor companies by listing profiles on the SickKids website, including an embedded link for brand impression and potential conversion.
- Incentivize individuals with a donation membership certificate and a cartoon gift.
- Create a partner loop: individuals who donate unlock discounts with donor companies.
Channels and Tools
- Website events broadcast
- WeChat broadcast and ads
- Mini program broadcast
Results
- Over 100 companies donated, including many well-known brands.
- Over 30,000 individuals donated through the campaign.