case study on chinese social media: tottenham hotspur fc

MAILMAN CASE STUDY:Tottenham Hotspur Football Club

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With the recent success of several high

profile Tottenham Hotspur players, the club

is rapidly developing a strong online fan

base.

Football is China’s #1 watched sport

But in addition to high-profile competitors

and the language barrier...

你会说中文吗？

& are blocked in

China... ...making it impossible to reach Chinese fans.

That’s where MAILMAN came in

We created official accounts

across China’s top 3 social media platforms

Sina Weibo Tencent Weibo WeChat

1,500posts translated

into Chinese

They now have...1.5m+

new followers across Sina & Tencent

500+average number of

reposts/comments per day

How we did iteducation before fans could love the club, they

had to learn about it

localizationcontent, design, and campaigns all were localized to China

engagementwe created a two way

conversation, driving fans to share and post content

educationwe 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...

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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

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engagementwe 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

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.

To learn more about football clubs on Chinese social

media, contact info@mailmangroup.com

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