Roland Garros China Digital Strategy
China's Digital Strategy & Community Build
Business Objectives
RG is one of 4 grand slam tennis events around the world. The challenge was to deliver a compelling digital strategy and influencer campaign to ignite passion and interest in the event above other grand slams.
Our Approach
Mailman developed a multi-faceted digital strategy including influencers on-site, rich social media content, fan engagement and a major celebrity tour ensuring maximum exposure across online and traditional media. In addition, we created over 3 hours of short video content for distribution across online streaming platforms. The results were impactful, with the 2019 year delivering a 50% increase in hashtag reads and over $5.8m of social media value.
Results
Hashtag reads #RG19: 500 million (the highest among the 4 Grand Slam events)
Follower growth: 130k
Media value: 5.8+ million USD