2021 Tencent 99 Giving Day brand video : "Send You A Little Red Flower" 《送你一朵小红花》

[Background] The little red flower is the common memory of the people, representing encouragement and reward. Since Tencent launched the 99 Giving Day in 2015, users are no longer unfamiliar with Internet charity. In 2018, we extracted the elements of love from the design of 99 Giving Day and combined them into Tencent's own red flower - Xiaohonghua. Over the years, Xiaohonghua has gradually penetrated into the product system of Tencent Charity and became the "social badge" for users during the 99 Giving Day. In 2021, we are determined to connect the activities of the 99 Giving Day with the little red flower- Xiaohonghua. [Brand Video] Based on the core theme of 99 Giving Day in 2021 and the expansion of the meaning of the little red flower element, in the storytelling of the brand video, the charity platform acts as a messenger and sent the little flowers drawed by recipients& charities to donors. In the flow and rotation of different little red flowers, in this kind feedback, there are countless different good deeds, as well as the little red flowers are slowly blooming all over the earth. From 2018 sowing, taking root and germinate in 2019-2020, the little red flower finally bloomed on the 99 Giving Day in 2021. At the end of the film, the little red flower is not only the brand logo or an IP of Tencent Charity, but also a unique language for Tencent Charity to communicate with users. What it remembers is every moment when kindness shines. [Effect] The brand video played 528k, liked 14k+, and more than 125 million little red flowers were produced and circulated during the 10-day event of 99 Giving Day.

【背景】小红花，是国民的共同记忆，代表了鼓励与奖励。自2015年腾讯发起99公益日至今，用户对互联网公益已不再陌生。2018年，我们在99公益日的设计提取爱心的元素，组合成腾讯公益自己的小红花。经年累月，小红花也逐渐深入到腾讯公益的产品体系当中，成为99公益日期间用户的“社交货币”。2021年，我们决心用一朵小红花串联起99公益日的活动。 【品牌视频】借由2021年99公益日的核心主题与小红花元素含义的拓展，在品牌视频故事的讲述中，公益平台作为信使，将受捐者和公益人画出的一朵朵小红花送向一个个捐助人。 在不同小红花的流动与回转中，在这份善意的回馈里，是无数件不一样的好事，是一朵朵小红花慢慢地开满地球。从2018年播种，2019到2020的生根发芽，2021年，小红花在99公益日里盛情绽放。影片的最后，小红花也不仅是腾讯公益的品牌标志或者一个IP，它成为腾讯公益与用户沟通的独特语言。它所记住的，就是每一份善意闪闪发光的时刻。 【效果】品牌视频播放量52.8w，点赞1.4w+，在99公益日10天活动期间超过1.25亿朵小红花产生与流转，线上传播活动对用户持续曝光超8亿次小红花的身影。