Manchester United Chinese Social Media Management

China Digital Strategy & Social Media

Business Objectives

Manchester United are recognised as the most influential football in China. They have a unique ownership structure which retains most of the management, and the brand is most important for the organisation. The goal was to build a sophisticated social media and community strategy to develop a deeper relationship with Chinese fans while setting the gold standard in social media following.

Our Approach

Over the course of 5 years, Mailman developed Manchester United social media following across Weibo & WeChat with an offline component featuring frequent viewing parties and activation for sponsors. The net result was the most followed WeChat account of any football team in China and an enormous Weibo following now being activated with corporate partners.

Results

No.1 Followed WeChat account
10m followers

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Global HQ, China 

1199 Middle Fuxing Road, Building A, 301, Shanghai 200025

+86 21 6445 9899

Info@mailmangroup.com

London

1st Floor, The Windsor Centre

15-29 Windsor Street, London

N1 8QG

+44 203 637 7447

Info@sevenleague.co.uk

APAC HQ
Singapore 

Mailman Pte. Ltd..

5 Shenton Way, UIC Building, #11-S1103 Singapore 068808


edoardo@mailmangroup.com
Tel: (+65) 81620913

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Case Studies

Consulting

Agency

Regions

About

Careers

Red Cards

Blog

Contact 

Case Studies

Consulting

Agency

Regions

About

Careers

Red Cards

Blog

Contact 

Case Studies

Consulting

Agency

Regions

About

Careers

Red Cards

Blog

Contact 

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