SHEIN plans to hold a charity music festival on May 2 and live broadcast it through the App

Recently, SHEIN announced that it will hold its second annual virtual music festival called SHEIN TOGETHER FEST on May 2 and will broadcast it live through SHEIN's free app.

The SHEIN TOGETHER FEST music festival will be hosted by Erin Lim Rhodes, and Nick Jonas, Steve Aoki, Maren Morris, Tinashe and Lunay will perform as guest performers. SHEIN will also donate $300,000 to three charities chosen by its fan base in its "Light-A-Wish" event. Some media said that this will be the first large-scale charity event initiated by a brand since the beginning of 2021.

Last year, SHEIN's virtual concert was an unprecedented success, inviting big stars including Katy Perry, and more than 1.8 million viewers watched the event worldwide, raising funds for the WHO COVID19 Solidarity Response Fund sponsored by the United Nations. In addition, more than 10 million users visited SHEIN's "Make-A-Wish" page, and voted highly for the issues of "racism", "high-risk children" and "climate", so SHEIN donated $100,000 to each partner including NAACP (LDF), Together We Rise and Ecologi.

“Last year, SHEIN united 1.8 million fans to raise awareness and funds for COVID-19 relief, which inspired us to continue advancing our philanthropy and giving back to the community,” said Molly Miao, Chief Marketing Officer at SHEIN . “This year, we’re thrilled to have such a diverse lineup of talent to help us bring Make-A-Wish together.”

According to the specific content of SHEIN's concert marketing, it can be characterized as a cause-related marketing campaign associated with charity . A survey last year showed that cause-related marketing has become a key component of corporate social responsibility ( CSR) work. 80% of consumers worldwide said that they believe that companies should play a role in solving social problems, and marketing expenditures related to this marketing method have increased from US$816 million in 2002 to US$2.14 billion in 2018.

Such investment has a very good effect on improving the social image of the company. Studies have shown that cause-related marketing activities can improve consumers' attitudes toward a company and increase the likelihood that they will purchase its products and services.

However, a large-scale, high-profile marketing campaign like the one SHEIN is planning to hold cannot be carried out without some financial resources. But sellers don't need to be discouraged. There are many other ways to participate in similar charity activities, including participating in tag campaigns launched on special holidays on social media platforms such as Instagram, or cooperating with charities on social media platforms to launch small charity fundraising activities . These are all feasible solutions.

Since it is a charity event, sincerity is definitely the first element. With sincerity, all subsequent problems can be easily solved!

SHEIN

Cause-Related Marketing