People’s Insights Volume 1, Issue 34: Alpenliebe Kindness Movement


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(Updated: Oct 2012) This week, we distill insights around Alpenliebe Kindness Movement - a movement that crowdsourced stories of kindness in China.

50+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing and storytelling on the MSLGROUP Insights Network.

Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.

For more, see:

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People’s Insights Volume 1, Issue 34: Alpenliebe Kindness Movement

  1. 1. crowdsourcing | storytelling | citizenshipPeople’s Insights: Volume 1, Issue 34AlpenliebeKindnessMovement
  2. 2. Alpenliebe Kindness Movement in ChinaIn 2011, Alpenliebe launched a year-long initiative to catalyze akindness movement and inspire millions of Chinese youth to appreciate,share stories about and engage in everyday acts of
  3. 3. Importance for AlpenliebeThe kindness movement coincided with Alpenliebe’s 15th anniversary inChina, and was the first step in reviving the brand and helping it standout in an increasingly competitive market.Photo:
  4. 4. Why kindness?Kindness provided urban Chinese youth with a natural outlet for therelentless pressures of China’s economic progress, and an opportunityto connect with people in an increasingly solitary life. China Daily ““ 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
  5. 5. Acts of kindness define peopleSocial standing and wealth are important aspects that define people inChina. People without these aspects shared that their actions served todefine them, and that acts of love and kindness increased their dignity.“We might not have prominent status or earn less than others, but love makesour life more dignified.”
  6. 6. Stories that inspire & shape the worldPeople shared stories that inspired them believe in positivity and love,as well stories that inspired them to make a difference and shape theworld they live in.“Thank you all for sharing the happiness and sweetness with me, and thank youall for letting me witness love and believe in love.”
  7. 7. Rich collection of storiesBy the end of the campaign, Alpenliebe had collected a rich database ofpersonal stories, stories that resembled old wives tales, and storiespicked up from the internet.“A six year old American girl named Elena Desserich, was suffering from braincancer. During the last 9 months of her life, she left many notes with paintingsand words like I love you and hid them in her fathers briefcase and mothershandbag without their notice.”
  8. 8. Local stories, local prideA theme of local pride emerged as people shared kindness stories fromsmaller towns and cities, where local communities had rallied togetherto make a difference.1) A friend in need is a friend indeed - Kind Wenzhou people2) The city of love - Changchun: Traffic officer helps vegetable farmer sell green onions.
  9. 9. Inspiration from animalsSeveral participants in the kindness movement shared inspiring storiesof kindness amongst animals. People from the greater online communitypointed out that humans should learn compassion from these stories.The people in the water found out a group of shark were closing to them afterseeing the dolphins aggressive behavior. The kindness dolphins were protectinghuman being in their own way at the desperate hours.
  10. 10. The Kindness BibleThe most popular of the stories shared were compiled to createKindness Bibles. 300,000 copies of the book were distributed duringAlpenliebe’s seasonal sales promotion around the Chinese New
  11. 11. Candy and kindnessAlpenliebe encouraged people to share their “sweet moments” withAlpenliebe during the movement, and also received stories in whichcandy was used to spread kindness.1) Photos of Alpenliebe candy shared at A small kindness during overtime
  12. 12. ImpactThe emotional connect with kindness, and the campaign’s widespreadreach translated into a 16% increase in sales revenue. 151,000kindness stories were shared, and 8.7 million people
  13. 13. Trend: crowdsourcing kindness and cheerAlpenliebe’s success with its Kindness Movement in China shows thatkindness is an attribute that is in demand globally, and one that can leadto an increase in
  14. 14. More People’s Insights Weekly reportsEvery week, we dive into one topic for discussion on the MSLGROUPInsight’s Network and discuss insights and foresights, in three keyareas: crowdsourcing, storytelling and citizenship. Crowdsourcing Storytelling: Citizenship Mahindra Spark the Rise @MarsCuriosity #Kony2012For more reports, visit:
  15. 15. Read People’s Lab insights and foresightsThe People’s Lab team shares the insights and foresights from theMSLGROUP Insights Network on the People’s Insights weekly blog andthe People’s Insights Quarterly magazine. MSLGROUP Insights People’s Insights People’s Insights Network weekly blog Quarterly magazine 50+ MSLGROUP planners We deep dive into Every quarter, we will compile share and discuss inspiring conversations around one the best insights from the projects on corporate project -- on the MSLGROUP network and the blog in the citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a storytelling. on the broader social web -- to showcase of our capabilities. distill insights and foresights.For more, visit
  16. 16. Coming soon: People’s Insights AnnualReportIn early January 2013 we will publish the People’s Insights AnnualReport, in which we synthesize our insights from throughout 2012 andprovide foresights for business leaders and change-makers for 2013.
  17. 17. People’s Lab: Crowdsourcing Insights &InnovationPeople’s Lab is MSLGROUP’s proprietary crowdsourcing platform andapproach that helps organizations tap into people’s insight forinnovation, storytelling and change.For more, visit
  18. 18. For People’s Labsolutions,