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Chelsea FC China Digital & APAC Strategy

China Digital Strategy & APAC Digital & Social Media

Business Objectives

Chelsea was seeking an agency to develop first a China strategy to significantly life followers in China. This growth would fuel value across sponsorships and help lift renewals for better activation in China. Chelsea were at tier 1 team, however a tier 2 team across digital in China. Following this Chelsea caught Mailman services to expand the program across APAC, launching in July 2019.

Our Approach

Mailman developed a multi-faceted​ approach using rich social media content and a first of its kind local video series to drive greater engagement with it’s core audience, while creating new content opening up the club to a younger demographic. We used KOLs and media to amplify the content and developed a strategic marketing with Weibo Sports. Following a successful program Chelsea then commission Mailman to expand the program to APAC.


150% follower growth in 9 months
10m views across video series

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