Tottenham Hotspur Chinese New Year Campaign

Digital Engagement & eCommerce

Business Objectives

The main objectives of the club's Chinese New Year campaign were to build and develop the family club image which has been developing in China over the 7 years the club has been active in the country.

We were also focused on driving record levels of follower growth, awareness, and engagement across all social platforms, including Weibo, WeChat, Douyin, and Toutiao.

It was also key to utilise our complete fan journey, driving sales and awareness to the recently-launched eCommerce platform

Our Approach

We launched a CNY T-shirt design campaign, inviting fans to design a bespoke China-themed kit, submitting their entries through a new Mini-Program feature. Fans voted on their favourite which was then produced and worn by players in the warm-up to a game.

We also leveraged the popularity of star players, directly involving fans in the creation of a series of videos 'uniting' players with fans. Using a green screen, we made it appear that players were appearing at the Chinese family's door to wish them a happy new year.

Results

115K follower growth, 3.9M video views and 246K engagement across all platforms
We received over 30 high-quality submissions from fans and over 100k page views on the mini-program. The t-shirt was then launched on Tmall.

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