Case Study

Tencent Security

How to set off a national participation in the Anti-telecom network fraud?

Background: The Criminal Investigation Bureau of the Ministry of Public Security will unite with the Tencent Keeper Program to launch a one-month public welfare campaign throughout the country. The anti-telecom network fraud publicity campaign aims to effectively raise netizens’ awareness of network security through various forms of anti-fraud propaganda and education, and actively report and crack down on online fraud.

Achievements: During the event, the national police, government agencies, 25 celebrities and more than 100 companies jointly voiced an opinion across the border, advocating all-people about anti-fraud and reporting. Among them, the celebrity public interest video was viewed 60 million times a day. This set of a public anti-fraud campaign wherein everyone is responsible for the public interest.

Celebrities create pre-campaign topics ahead of the launch

The pre-launch videos recorded by well known celebrities reached 60 million views in one day, and the popularity of the anti-telecom network fraud publicity activities was launched.

100 companies join hands to support the campaign

More than 100 companies including China UnionPay, Microsoft, Sina, Sogou jointly voiced their efforts to promote anti-fraud propaganda, raise public awareness of network security, and set a new record for anti-fraud publicity.

Cross-platform cooperation reaches a million social accounts

The spread of video campaigns created by the police and KOLs in cooperation with the Betta platform received great attention. User interaction is very frequent. From the resources, the use of promotional resources to maximize the live broadcast was highly effective.