Objective

Maximum activation of Liverpool’s Chinese fans around one of the most anticipated matches of the season.

 

RESULTS

#1 most engaged European football club. 41M+ hashtag reads.

 

Our Approach

We started building hype for the match one week before kick-off. After weeks of tireless honing by our content team, we released the full Chinese subtitled version of Liverpool’s 48-minute epic documentary ‘This Is Anfield’. The fan response was phenomenal, with over 935,000 total views and 4200 total fan engagement. Zhan Jun, one of the most reputable football commentators in China (9.21M followers) also shared our original Weibo post.

Throughout the week, we had a variety of countdown posts featuring past Liverpool players, including Steven Gerrard, Xabi Alonso, and Luis Garcia, before launching our main pep rally campaign online, which involved over 1,700 contenders.