Use the occasion to boost fan engagement
1 million+ total views, WeChat: 14,797 reads, 1,147 shares (AC Milan records)
We put together a compilation video celebrating the rich history of the club with clips of famous moments and club greats. At the end of the video, a selection of fan submissions wishing the club happy birthday, collected at fan events and via online submission, were included.
On the day, along with the posting of the video on Weibo and WeChat, we shared details about how various club legends were celebrating the day. There was also a competition launched where fans could be in with a chance of winning one of three prizes by sharing an official post along with a personal birthday message for the club.
The benefit of this campaign was well demonstrated by a post promoting AC’s online store the following day which performed measurably better than previous similar posts.