MUTUAL TREASURE
Public Welfare Marketing Case
Online Projects
With "Mutual Assistance and Symbiosis" as its core brand philosophy
we launched the innovative public welfare campaign "Donate Hair for Free Rides" for Xianghubao in conjunction with Pink Ribbon during Breast Cancer Awareness Month. Exclusive to Hangzhou, the public welfare buses replaced fares with "hair donations" and featured real stories of nearly 100 breast cancer patients inside, awakening social attention through an immersive experience. The campaign attracted 289 citizens to participate voluntarily. It not only raised "beauty" (donated hair) to support the recovery of chemotherapy patients but also materialized Xianghubao's mutual assistance value of "All for one, one for all" through the form of gathering great love from small kindnesses, demonstrating the brand's social responsibility and strength in emotional connection.
Summary of the Brand Value Highlights of Xianghubao's Public Welfare Marketing

Materialization of the Concept：Through the innovative form of "Donate Hair for Free Rides", we transform the core mutual assistance concept of "All for one, one for all" into tangible and participatory public welfare actions, ensuring that the brand value is no longer confined to a slogan.

Implementation of Social Responsibility：Focusing on the actual needs of breast cancer patients, we convey "beauty" and encouragement to chemotherapy patients through hair donations, realizing the transformation of public welfare marketing from "visibility" to "tangible impact" and demonstrating the brand's social responsibility.



 

Deep Emotional Connection：By building an emotional bridge through the real stories of patients, citizens can empathize with the brand's warmth while participating, strengthening their perception of the brand's core values of "warmth, reliability, and mutual assistance."

Accessibility of Public Welfare：Lower the threshold for public welfare participation and take daily travel scenarios as the carrier to integrate public welfare into life. This not only expands the campaign's coverage but also conveys the brand's value proposition of "Making mutual assistance within reach."