180 has unique insights into the relationship between charity and business. Charity and business are not opposites but can be mutually integrated and mutually reinforcing. The key is to find the inherent connection between charity and business. This advertisement combines the storytelling of literary writers with the characteristics of agricultural products to create a brand image that resonates emotionally with consumers. It attracts consumer attention through warm storytelling and brand-building with a sense of social responsibility, encouraging them to participate in and support agricultural aid activities.
On one hand, it invites renowned writers to write copy for agricultural products, allowing the writers to deeply understand the stories behind these specialty products. They then convey these stories to consumers using the unique literary language of the writers. By combining the writers' experiences and their emotions towards their hometowns and agricultural products, more storytelling and emotional value is added to the agricultural products. This method increases product recognition and reputation, strengthens the brand image, and resonates emotionally with the audience, establishing a new emotional connection with consumers and attracting a broader audience.
On the other hand, the advertisement expresses the brand's social values. JD.com closely integrates business with social responsibility, aiming to promote the sales and promotion of agricultural products through the brand's influence and resources while making a contribution to society. This sense of social responsibility can enhance the brand image, build trust, and earn consumer loyalty because they identify with the brand's values.
This charitable marketing strategy not only enhances brand influence and reputation but also achieves a win-win for charity and business. It not only helps achieve the brand's business goals but also has a positive impact on society.