 Alpen Liba, the flagship brand of Perfetti Van Mele, the third largest confectionary company in the world, is positioned around the proposition of sweetness in the mouth, kindness in the heart in China. In 2011, Alpen Liba decided to convert kindness into a shared purpose of social heartbeat and catalyze a movement to inspire, organize and energize millions of Chinese youth to share, appreciate and engage in everyday acts of kindness. To garner strength for the campaign, Alpen Liba created a series of kindness videos on Tudou and a TV series with its celebrity kindness ambassador. Crowd sourced kindness stories on a RenRen mini-site, partnered with Key Opinion Leaders, created conversations across the social web, organized kindness trips with non-profit partners, compiled the most inspiring stories into a kindness Bible, and honored them on World Kindness Day. In response, an engaged community shared more than 150,000 kindness stories and more than 3 million shares and comments across social networks, and the success of the campaign led to more than 330 print articles and TV reports. In 2012, Alpen Liba continued to engage the community with the 365 Days of Kindness campaign and now Alpen Liba is the third most influential brand on CineWeibo. The Alpen Liba Kindness movement is one of the best examples of purpose-inspired movement marketing from China because it inspired behavioral change in Chinese youth through a sustained integrated marketing program across two years. And we look forward to what that brings in 2013.