Manchester United Chinese Social Media Management
China Digital Strategy & Social Media
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.
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.
No.1 Followed WeChat account