Manchester United Chinese Social Media Management

China Digital Strategy & Social Media

Business Objectives

Manchester United is recognised as the most influential football club 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. These efforts led to the club becoming the most followed WeChat account of any football team in China. Manchester United also gained an enormous following on Weibo where the account is 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
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Singapore 

Mailman Pte. Ltd..

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


(+65) 90263042
Janna@mailmangroup.com

Los Angeles

Gideon Clark
 

+1 216 456 7782 

gideon@mailmangroup.com

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Case Studies

Consulting

Agency

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About

Careers

Red Cards

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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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