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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