crowdsourcing | storytelling | citizenship
People’s Insights: Volume 1, Issue 34
Alpenliebe Kindness Movement
Alpenliebe Kindness Movement in China In 2011, Alpenliebe launched a year-long initiative to catalyze a kindness movement and inspire millions of Chinese youth to appreciate, share stories about and engage in everyday acts of kindness.
page.renren.com/alpenliebekindness
Importance for Alpenliebe The kindness movement coincided with Alpenliebe’s 15th anniversary in China, and was the first step in reviving the brand and helping it stand out in an increasingly competitive market.
Photo: keystothemagictravel.com/2012/08/epcots-mitsukoshi-department-store-or.html
Why kindness? Kindness provided urban Chinese youth with a natural outlet for the relentless pressures of China’s economic progress, and an opportunity to connect with people in an increasingly solitary life.
Marketers should approach customers as whole human beings with mind, hearts, and spirits, because consumers are looking for solutions to their anxieties about making the globalized world a better place. - Philip Kotler, Marketing 3.0
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China Daily
Acts of kindness define people Social standing and wealth are important aspects that define people in China. People without these aspects shared that their actions served to define them, and that acts of love and kindness increased their dignity.
“We might not have prominent status or earn less than others, but love makes our life more dignified.�
Stories that inspire & shape the world People shared stories that inspired them believe in positivity and love, as well stories that inspired them to make a difference and shape the world they live in.
“Thank you all for sharing the happiness and sweetness with me, and thank you all for letting me witness love and believe in love.� blog.sina.com.cn/lanyudesign
Rich collection of stories By the end of the campaign, Alpenliebe had collected a rich database of personal stories, stories that resembled old wives tales, and stories picked up from the internet.
“A six year old American girl named Elena Desserich, was suffering from brain cancer. During the last 9 months of her life, she left many notes with paintings and words like I love you and hid them in her father's briefcase and mother's handbag without their notice.�
Local stories, local pride A theme of local pride emerged as people shared kindness stories from smaller towns and cities, where local communities had rallied together to make a difference.
1) A friend in need is a friend indeed - Kind Wenzhou people 2) The city of love - Changchun: Traffic officer helps vegetable farmer sell green onions.
Inspiration from animals Several participants in the kindness movement shared inspiring stories of kindness amongst animals. People from the greater online community pointed out that humans should learn compassion from these stories.
The people in the water found out a group of shark were closing to them after seeing the dolphins' aggressive behavior. The kindness dolphins were protecting human being in their own way at the desperate hours.
The Kindness Bible The most popular of the stories shared were compiled to create Kindness Bibles. 300,000 copies of the book were distributed during Alpenliebe’s seasonal sales promotion around the Chinese New year.
youtube.com/watch?v=r1CiQ6Ckysg
Candy and kindness Alpenliebe encouraged people to share their “sweet moments� with Alpenliebe during the movement, and also received stories in which candy was used to spread kindness.
1) Photos of Alpenliebe candy shared at page.renren.com/alpenliebekindness 2) A small kindness during overtime
Impact The emotional connect with kindness, and the campaign’s widespread reach translated into a 16% increase in sales revenue. 151,000 kindness stories were shared, and 8.7 million people touched.
youtube.com/watch?v=r1CiQ6Ckysg
Trend: crowdsourcing kindness and cheer Alpenliebe’s success with its Kindness Movement in China shows that kindness is an attribute that is in demand globally, and one that can lead to an increase in sales.
guardian.co.uk/money/2012/apr/13/better-business-acts-of-kindness
More People’s Insights Weekly reports Every week, we dive into one topic for discussion on the MSLGROUP Insight’s Network and discuss insights and foresights, in three key areas: crowdsourcing, storytelling and citizenship.
Crowdsourcing
Storytelling:
Citizenship
Mahindra Spark the Rise
@MarsCuriosity
#Kony2012
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/
Read People’s Lab insights and foresights The People’s Lab team shares the insights and foresights from the MSLGROUP Insights Network on the People’s Insights weekly blog and the People’s Insights Quarterly magazine.
MSLGROUP Insights Network
People’s Insights weekly blog
People’s Insights Quarterly magazine
50+ MSLGROUP planners share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling.
We deep dive into conversations around one project -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights.
Every quarter, we will compile the best insights from the network and the blog in the iPad-friendly magazine, as a showcase of our capabilities.
For more, visit http://peopleslab.mslgroup.com
Coming soon: People’s Insights Annual Report In early January 2013 we will publish the People’s Insights Annual Report, in which we synthesize our insights from throughout 2012 and provide foresights for business leaders and change-makers for 2013.
People’s Lab: Crowdsourcing Insights & Innovation People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and approach that helps organizations tap into people’s insight for innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com
For People’s Lab solutions, contact pascal.beucler@mslgroup.com