Sowers Action Challenging 12 hours Charity Marathon 2015

Give Face!

The first online social media campaign for Sowers Action, achieving massive social reach and funds raised.

Sowers Action’s Challenge 12 Hours Charity Marathon has been Sowers Action’s flagship fundraising event in Hong Kong. A social campaign that started with a star-studded video was produced, with idols and KOLs doing the “Face Challenge”- drawing the slogan on their own face and subsequently tagging and inviting their friends to do the same, to create the viral effect for the campaign.
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Go-Viral was the key to campaign success. The strategy of producing a star-studded video as the dissemination hub formed a robust foundation for the video to go viral in the social media. The campaign reached massive views in Sowers Actions Channel and has garnered likes for the Event.
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The social campaign was kicked off in a press conference attended by more than 20 well-known celebrities and artists, including Elena Kong Mei Kee 江美儀, Bob Lam Chi Pok and his family 林子博一家, Harriet Yeung 楊詩敏(蝦頭), Catherine Chau 周家怡 etc., and had drawn extensive media coverage.