Shopee Covid CSR Package - Giỏ quà nghĩa tình
Period: 7/2021 | #ShopeeGioQuaNghiaTinh
On July 8th 2021, an urgent social lockdown was announced in Hochiminh City only 12 hours before it took effect. All logistics were suspended city-wide, including groceries shopping and food delivery. The situation left the citizens in struggle, especially those who were in low financial capability.
In partnership with Tuoi Tre Online & Saigon Coop, Shopee actively empowered the community. Acting as a CSR platform, Shopee raised donations from app users through ShopeePay cashless payment. For each donation of 145,000₫, Shopee would then deliver 1 package of groceries to the people in need, including 5kg of rice, a bottle of fish sauce, a bottle of cooking oil, and a multipurpose bag.
MY FOOTPRINTS
I directed a 30-day campaign which was amplified by a 360-degree marketing plan
Developed communication to educate users about the donation flow (a new platform concept)
Developed visual branding
Directed onsite communication plan
Directed campaign tracking landing page on Tuoi Tre Online
Advised PR & marketing plan
Coordinated with stakeholders from Category Management, Operations, PR & Marketing, Visual Productions and Tuoi Tre Online journalists
MILESTONES WITHIN 30 DAYS
A donation of 10.2K care packages was raised, valued of $65k
Over 10K people in need in 14+ districts were reached out to, including unemployed factory workers, citizens in underdeveloped neighborhoods, ethnic students in the lockdown zones, etc.
The campaign went viral on the news and social media with 55 news articles, 60 owned social media posts, 6 KOLs, and 15 Shopee Live shoutouts.
ON THE NEWS
CSR packages delivered to laid-off workers and Laos & Cambodia students
CSR packages delivered to low-income citizens in lock-down neighborhoods
BUYER COMMUNICATION
Search Bar was leveraged as a handy campaign entrance
Simple 3-step instruction for donators
SOCIAL MEDIA
