Client
Darlie HK
Fields
# Marketing Strategy
# Brand Collaboration
# Public Relations
# Corporate Social Responsibility
# Charity
# Celebrity
Smiles are contagious, and so is kindness. To spread both, we helped Darlie HK launch the “Smile-fie” Charity Campaign, leveraging the star power of singer Keung To to raise awareness and funds for a meaningful cause—without asking for direct donations.
As a brand that promotes oral health and confident smiles, Darlie partnered with the Hong Kong Association for Cleft Lip and Palate to support children in need of speech therapy services. Instead of traditional donations, we encouraged the public to contribute something priceless—their smiles.
We invited Hongkongers to take a “Smile-fie”— selfie with a smile—and submit it on our campaign website to be featured in a digital photo collage with Keung To on Hong Kong’s largest outdoor screen at SOGO. For every submission, Darlie donated HK$10 and a tube of toothpaste to the association, turning smiles into tangible support.
This campaign gained over 20k engagement from different channels. It seamlessly blended celebrity influence, community engagement, and corporate social responsibility, reinforcing Darlie’s brand identity while making a real difference.
