Charity Marketing: Tencent uses "Ocean Paradise" to enhance its corporate image

"Ocean Paradise" tells the story of a terminally ill father who protects his autistic son all his life.

As a public welfare film, this drama truly reflects the vulnerable groups existing in real society and has attracted the attention of many parties.

Through brand analysis of the pre-show advertisements of "Ocean Paradise", compared with the pre-show advertisements of the previous "Kung Fu Dream", Tencent. com added new advertisements this time, and the volume ranked third in the total with 7.2%.

What is the connection between Tencent and a public welfare movie?

In today's era, corporate marketing is not limited to the industry itself, but is increasingly showing a trend of cross-border marketing, as is Internet companies. As one of the most influential portal websites in China, Tencent has diversified its marketing methods.

Through this research, it is concluded that one of Tencent's marketing methods in recent years is to combine the name of public welfare to promote its products while creating its public welfare image and enhance its popularity and reputation.

Tencent's marketing charity

Through the public welfare film "Ocean Paradise", Jet Li, who starred for zero pay, led One Foundation to pay attention to autistic children and launch a charity film charity event in four major cities. Tencent. com Charity Foundation donated 1 million yuan to One Foundation.

Faced with such frequent geological disasters in recent years, Tencent and One Foundation have once again joined forces to jointly implement a monthly donation plan, advocating: 1 love per person per month to jointly create an extraordinary future! As the saying goes, if you don't accumulate small steps, you can't reach a thousand miles; if you don't accumulate small streams, you can't build a river and sea.

Tencent. com has used its public welfare marketing methods to package it with the image of justice, making it the 2009 Internet Public Welfare Enterprise.

Nowadays, more and more companies are beginning to pay attention to their brand image and realize the importance of establishing a positive image. The public welfare marketing strategy is a very successful combination of public welfare concepts and advertising.

For example, the charity marketing of Nongfu Spring promotes its slogan: drink a bottle of water and donate a penny. While achieving the purpose of promoting its products, it also contributes to charity and establishes a good corporate image. Coincidentally, Harbin Pharmaceutical Factory No. 6 launched a series of public service advertisements in 2001. They seemed simple advertisements, but they made Harbin Pharmaceutical's public service image imprinted in the minds of consumers, improving the company's popularity and overall image to a certain extent.

From a marketing perspective, through the film marketing network platform, Tencent is committed to using charity to create a fair image of the company and perfectly combine public welfare with the enterprise. It is bound to be a very successful marketing technique.