SITUATION
Asia possesses the world's richest water resources, yet over 700 million of its population face drinking water shortages. The Three Rivers Source area in Qinghai, China, known as the "Asian Water Tower," is the origin of three major rivers in Asia: the Yangtze, Yellow, and Mekong. In recent years, the Three Rivers Source has suffered from severe pollution, which will affect billions of people in Asia who depend on it.
亞洲擁有世界上最豐富的水資源，但其7億多人口面臨飲用水短缺。三江源位於中國青海省，被譽為 “亞洲水塔”，長江、黃河、湄公河，亞洲三大河流均發源於此。 近年來，三江源面臨嚴重的污染問題，這將影響到它養育的數十億亞洲人。
On the other hand, our client, Chin Yuan, is one of China's largest water purification companies, with a brand vision to provide healthy drinking water for every household. In recent years, Chin Yuan has faced increasingly fierce competition from domestic and foreign rivals. With no significant technological breakthroughs in the industry, players within the industry are struggling in a price war.
另一方面，我們的客戶沁園是中國最大的淨水公司之一，其品牌願景是為每個家庭提供健康的飲用水，近年來，沁園面臨來自國內外競爭對手的日益激烈的競爭。由於沒有重大的行業技術突破，行業內的玩家都在價格戰中苦苦掙扎。
TASK
Chin Yuan aims to restore its industry leadership, professional knowledge, and brand responsibility by participating in public welfare projects. Our goal is to help Chin Yuan become a leader in China's water purification industry and shoulder the social responsibility of a top brand.
沁園希望通過參與公益活動項目來恢復其行業領導地位、專業知識和品牌責任。我們的目標則是幫助沁園作為中國淨水行業的領導者，肩負起頭部品牌的社會責任。
Based on the government's annual goals for "China 2030" in sustainable development and public health, we have created a long-term public welfare IP platform for the brand, called "Three Rivers Source, Chin Yuan Action." This platform plays on the dual meanings of the Chin Yuan brand name and the mission of "cleaning the source of water."
We have partnered with the China Environmental Protection Foundation to leverage the power of media, celebrities, public welfare organizations and other resources to jointly promote the activity. Chin Yuan's goal is to successfully purify and maintain the purity of the Three Rivers Source within ten years.
基於政府的年度目標 “中國2030” 對可持續發展和全民健康的重視，我們為品牌方打造了長期公益IP平台 “三江源沁源行動” ，雙關沁園品牌名稱與 "潔沁水源" 的活動宗旨，引入政府單位中華環保基金會一同合作，借助媒體、明星、公益組織等資源的力量，聯合傳播活動。沁園的目標是在10年內成功淨化和保持三江源的純淨。
ACTION
On April 11th, during the online event on Weibo, the China Environmental Protection Foundation first released a promotional video for the activity. Following that, they invited four public welfare ambassadors to send supportive videos to push the activity forward and increase the participation and exposure of fans and consumers.
4月11日，微博線上活動當天上午，中華環保基金會首先發布了活動視頻，隨後邀請了四位公益大使發送支持視頻，推動活動向前推進，增強參與感。 以及粉絲和消費者的曝光率。
Subsequently, the brand's official Weibo account, online store, and celebrity social media pages simultaneously released the details and videos of the Chin Yuan Action to expand the volume and reach of the public welfare campaign, quickly accumulate participation, and draw more attention to the pollution problem in the Three Rivers Source. The campaign urged everyone to focus their online voice and topic heat on truly important issues that require public attention.
隨後在品牌微博、品牌網路商店、明星的個人社群頁面上同步公開沁源行動的細節與影片，擴大公益活動的聲量與觸及，快速累積參與人數，讓更多網友開始正視三江源的污染問題，呼籲大家，把網路聲量與話題熱度留給真正需要大眾關注的重要事情上。
Truliva T-Mall Store: Start Your Guardian Journey On-line Event
天貓沁園旗艦店：開啟守護之旅線上活動
RESULT
The online event on April 11th was successful, with over one hundred million netizens participating in the "Qinyuan Action" and turning their attention towards respecting and caring for China's water resources. Within 20 hours of the event's launch, the target was achieved, and the event's total exposure reached 360 million by May 12th, with over 100,000 views of the promotional video. Achieving such remarkable results in the first year is rare in the history of public welfare activities.
活動上線20小時順利達標，上億網友一同參與沁源行動，成功讓關注流量轉變為對中國水資源的尊重與關心。截至5月12日，活動總曝光量達3.6億，活動視頻播放量達10+萬。第一年就能有如此驚人成績，在公益活動的紀錄中是非常難得的。
The "Sanjiangyuan Qinyuan Action" has successfully become a sustainable public welfare IP platform, allowing Qinyuan to continue to devote itself to water resources every year, while also strengthening its brand image and forming a strong association with the positive image of purifying water sources. This has also contributed to an increase in product sales and is a significant asset for the brand.
“三江源沁源行動” 已成功成為可持續的公益IP平台，讓沁園持續不斷的在每年為水資源盡心力，並同時強化品牌好感形象，與淨化水源這個正面的形象形成強關聯，連帶提升產品銷量，是品牌非常重要的資產。
CASE STUDY VIDEO
