Business Objective

Leverage exposure of Kobe’s final NBA appearance to drive traffic to the newly opened #KB20 online store.

Results

First hashtag ever to reach 1 billion reads in China.

Our Approach

We supported the global team by developing a content strategy around Kobe’s final game that was specifically targeting his Chinese fans. This bespoke social content, as well as forwarding and interacting with several social influencers, ensured that the topic was the #1 trending hashtag on Weibo.

The media and KOLs played a vital role in driving exposure for this campaign, and through utilising our relationships with Tencent and Sina Sports, we were able to create shareable content that resonated with each account. We also connected with top sports stars online on Weibo to encourage them to join the conversation and share their passion message with Kobe.