Children's Charity Painting Exhibition
A CSR Project with Markor Home
The Corporate Social Responsibility initiative highlighted a charity art exhibit created by children. The funds raised from this event were channelled towards enhancing art education for children in rural areas. This initiative served as a testament to Markor Home's commitment to corporate social responsibility.
- Leverage existing corporate resources and project assets to rediscover and exemplify the inherent brand value.
- Charitable activities can also serve as a form of brand marketing. They help convey the brand's perceptible values to the audience and exert a positive influence on potential customers.
Situation
Markor Home, as a high-end artistic home furnishings brand, has been committed to corporate social responsibility initiatives for a long time. These projects focused on the preservation and transmission of intangible cultural heritage, improving the level of art education and aesthetics for children in rural areas, and nurturing their imagination. After several years of dedicated effort, these projects had accumulated substantial achievements and assets. Markor Home aimed to enhance the brand influence of its corporate social responsibility initiatives, thus elevating its brand value.
Task
Our main task was to find an art project that is closely tied to everyday life, which could spark public interest and foster participation. This project would serve as the cornerstone of our brand communication. Furthermore, we needed to ascertain effective methods of dissemination and participation to convey a distinct brand value, thereby strengthening the brand impression.
Action
At that time, we decided to choose children's art education as the focal point of this project. Our approach was to use the theme of "New Year Wish" as an opportunity to collect paintings from primary school students sponsored by Markor Home. When submitting their artwork, these young creators also confirmed their wish list. The price of each piece of art would be the cost of the chosen gift.
We then collaborated with the UCCA Art Center in Beijing to plan a dedicated exhibit in their gallery. Visitors who came to the exhibition could choose and purchase the artwork they liked; the order amount would be paid directly to the foundation which would then buy and send the chosen gifts to these "young artists".
In addition, Markor Home also invested in new rural art education projects, contributing to their social responsibility and enhancing their brand's positive influence.
Result
During the project, we made use of various media outlets to promote the event and successfully attracted numerous visitors to the exhibition. These visitors interacted with the invited "young artists" and supported their wishes and art education by purchasing their artwork.
The children's art exhibition successfully granted many children's wish-list gifts and also helped convey Markor Home's brand values and sense of corporate social responsibility to a potential audience. This was a perfect union of commercial branding and charitable action.
