The Ministry of Government Legislation (MOLEG) has been one of our big-name clients in online PR area for 4 years from year 2017 to 2018 through year 2020 to 2021 season.
Over the past few years, people have grown more involved in law-making process, turning some cases including the “Yoon Chang-Ho Act” and the “Min-Shik Act” into major social issues and filing petitions which have later become new laws. Still, 7 out of every 10 people find legal terminology to be “difficult to understand” while only 28% say that they have ever searched laws, indicating that the ministry’s legal affairs services are yet to be used broadly.
To shorten the emotional distance between MOLEG and the general public and to invite people to use the ministry’s services, we turned to “character marketing” derived from Pengsoo, a penguin character which became a major issue online from 2019 through 2020, and created the ministry’s own character “Saeryong-ee” and ran Youtube-centered SNS channels featuring the unique character.
With Saeryong-ee, we have reached many significant milestones, including more than 1.8 million YouTube views and more than 500 comments per post on average. Outside Youtube, we also fared well in SNS channels in overall, winning more than 100,000 subscribers, 8.4 million views for each major content and more than 70,000 participants in events.
Prain Global also helped MOLEG to deliver its messages to more people besides its regular subscribers based on high-quality contents by exposing the content on the main page of Naver by 138 times including Legal Pan, while working closely with other government agencies such as Blue House and the Korea Centers for Disease Control and Prevention.
In 2021, we remain committed to producing and planning more friendly statutory content to be closer to the people, leveraging our various resources.