10. How we did it
education
before fans could
love the club, they
had to learn about it
localization
content, design, and
campaigns all were
localized to China
engagement
we created a two way
conversation, driving fans to
share and post content
11. education
we spent time
teaching fans
about Spurs’
history and the
origins of the club
with informative
posts
and worked with Key Opinion
Leaders (KOLs), sports websites,
platforms and microblogs to
increase exposure around key
events & campaigns
because the Spurs faced competition for fan
loyalty from other more established teams in
China...
12. Powered by
localization
and we reached out
to local fan clubs to
participate
all content was posted in Chinese &
relevant to China
we created videos with
either Chinese subtitles
or our players speaking
Chinese!
with regularly updated
profiles to make them
appealing & relevant
to China
13. Powered by
engagement
we made our fans feel part of the Spurs
family by encouraging them to join the
conversation
regular contests
brought to life the
competitive spirit of
our fans
while easily
shareable posts
drove engagement
14. By providing localized content from the
team & finding creative ways to engage fans,
Mailman was able to establish Spurs as a
major challenger in China’s increasingly
competitive online football market.
15. To learn more about football clubs on Chinese social
media, contact info@mailmangroup.com
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