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MAILMAN CASE STUDY:Tottenham Hotspur Football Club
Powered byScoring on Chinese Social Media
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...
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
Powered by
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.
