Chinese Zodiac Animal LinkedIn Series
China Telecom (Europe)
︎︎︎As part of our efforts to enhance China Telecom Europe’s brand presence and cultural relevance in the European market, the marketing team launched a strategic campaign for Chinese New Year 2024. The initiative aimed to engage UK-based businesses looking to enter the Chinese market while helping local employees within Chinese companies better understand cultural nuances.
The campaign was inspired by the Chinese zodiac, a 12-year cycle in which each year is represented by a different animal, each embodying unique personality traits and cultural significance. The 12 zodiac animals are: Mouse, Ox, Tiger, Rabbit, Dragon, Snake, Horse, Goat, Monkey, Rooster, Dog, and Pig. Each animal is associated with specific characteristics, such as the Mouse’s intelligence and adaptability, the Ox’s strength and reliability, and the Dragon’s ambition and charisma. These symbolic traits provide a meaningful cultural touchpoint that resonates with diverse audiences.
The campaign was inspired by the Chinese zodiac, a 12-year cycle in which each year is represented by a different animal, each embodying unique personality traits and cultural significance.
The 12 zodiac animals are: Mouse, Ox, Tiger, Rabbit, Dragon, Snake, Horse, Goat, Monkey, Rooster, Dog, and Pig. Each animal is associated with specific characteristics, such as the Mouse’s intelligence and adaptability, the Ox’s strength and reliability, and the Dragon’s ambition and charisma. These symbolic traits provide a meaningful cultural touchpoint that resonates with diverse audiences.
Approach and Implementation
The campaign used the Chinese zodiac as a way to connect with audiences and introduce China Telecom Europe’s services in a more engaging and relatable way.
Each month, a different zodiac animal was featured in LinkedIn posts, with visuals designed to reflect the shape of the company logo. The campaign tied the traits of each animal—such as the Rabbit’s agility and speed—to key offerings like high-speed connectivity and low-latency solutions, making cultural references relevant to our business.
This approach allowed us to present our brand in a way that felt natural and meaningful to both Western and Chinese audiences. The visuals incorporated colors and elements inspired by traditional Chinese culture while maintaining a modern, professional look. This balance helped reinforce China Telecom Europe’s presence and strengthen our connection with customers across different markets.
︎︎︎Other Resources
Examples of Published Posts: China Telecom Europe
My role in this project included creating essential visual assets, developing brand campaigns and initiatives, designing key visual elements—including illustrations of the zodiac animals, producing templates for future use, managing social media marketing efforts, handled content creation and copywriting, and conducted data tracking to measure campaign performance and engagement.
This case study is for informational purposes only. All content, including text and images, is the property of China Telecom (Europe) Ltd. Unauthorized use, reproduction, or distribution is strictly prohibited.