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Nike Football China Digital Strategy

China Digital Strategy & Social Media

Business Objectives

Cristiano Ronaldo is the most recognised footballer in China, however his social media and brand in China has been largely ignored. His team engaged Mailman & KAWO to drive his audience building, deliver it with protection and accountability while exploring commercial opportunities.

Our Approach

Mailman activated CR7 Weibo account with a series of China localised posts, engaging other celebrities and recognising his admiring fans with direct communication. KAWO provided the platform for all planning, auditing and reporting.


Multiple top trending topics across Weibo
6M Followers leading overall football players (30% growth in 3 months)

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