In 2017, WeChat, China’s largest instant messaging and social media app, was looking to promote it’s all new mobile topup service. With an already saturated market, we need to create a reason for people to use our service instead of their old ways.
We launched the Echo Plan, to donate a portion of WeChat’s earnings towards helping leftbehind children, who live in the villages as their parents toil in the cities, to contact their parents.
And we made a touching video featuring a leftbehind children’s choir to spread the word that every time a user topups for himself through WeChat, he’s also topping-up for those left-behind children through a timeless lullaby.