Year of the Dog: Chinese National Philatelic Corporation

  • Chinese New Year Year of the Dog GlobalCom PR Network
  • Chinese New Year Year of the Dog GlobalCom PR Network
  • Chinese New Year Year of the Dog GlobalCom PR Network
  • Chinese New Year Year of the Dog GlobalCom PR Network
  • Chinese New Year Year of the Dog GlobalCom PR Network

Facts

The historical legacy of the Chinese zodiac remains an integral part of Chinese culture today. In 2017, to celebrate the Year of the Dog, the Chinese Philatelic Corporation designed over 40 stamp products. Zerone was tasked with increasing the CNPC’s brand awareness and building up its image as a leader in the culture industry.

How we worked together

  • Launch of a three-pronged campaign
  • Selection of 120 media outlets to reach the whole target audience
  • Product launch for the Year of the Dog stamp product line in a hotel with artistic and cultural feel
  • Arrangement of trendy activities such as 3D video display and live webcasting
  • Messages and fun quizzes integrating hot topics & Chinese New years for CNPC’s social media accounts

The Results

  • The campaign sparked 265 media reports
  • There were over 300,000 views of the live webcast and 710,000 playbacks of the product launch event
  • “Year of the Dog stamps” reached 2,080,000 related entries on Baidu (second largest search engine in the world)