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Case Studies

Explore ground-breaking stories told in China

Steve Nash Douyin Launch

Social Media, Digital Strategy, and Commercialisation

As the first player to kick off MORE SPORTS Douyin MCN, Steve Nash's Douyin account was launched on March 9th. The goal is to grow Nash’s branding across China social and provide commercialization opportunities for both Nash and MORE Sports

Tottenham Hotspur Chinese New Year Campaign

Digital Engagement & eCommerce

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

Chelsea on the Road

Football & Tourism & KOL Video Series in SEA

Chelsea invited Roxana, a popular football TV program commentator, as a KOL, to visit three Chelsea fan clubs in southeast Asia and attend the pre-season match in Perth Australia shooting a 20 episode video serial.

Chelsea First Ever Studio Show

Bi-Weekly Studio Show & KOL Integration

Chelsea produced fifteen 10-minute episodes of ‘The Chelsea Report’ for the 2018/19 season, which includes a variety of segments including match analysis, updates, a man of the match, official video highlights, fan activation activities and more.

Chelsea Europa League Win

Digital Campaign & KOL Collaboration

We launched a Final Hashtag in corporation with Weibo Sports, created a series of original cartoons for winning moments such as the trophy win and a post-match giveaway (10K engagement). On Douyin, four topic related videos got over 350K likes.

“LaLiga & Friends” Video Series in SEA

Community Management & Content Production & Distribution

Weekly video series featuring local fan leaders and influencers to share their passion and thoughts on LaLiga onto the accounts social channels in Thailand and Indonesia.

LaLiga Celebrates Hari Kartini

Video Production & Distribution

LaLiga celebrated Indonesia’s women’s empowerment day (aka Hari Kartini) with a series of original videos

Weidenfeller China Tour

Fan Event Organisation

Former German footballer Roman Weidenfeller visited China as a BVB ambassador. Our aim was to grow his and the club's name in China through media interviews, fan event visits, and social content creation.

BMG China Tour 2019

Digital Activation

Grow and engage the BMG fanbase in China by leveraging off having the team in China while no other European football clubs were touring. BMG made the decision to visit China post-season, rather than pre-season, like most other European teams. This gave the club the advantage of being able to approach hardcore and casual fans. We were able to utilise this unique opportunity to and bring the club closer to the football communities across China.

Managing NFL 32 Teams Across Chinese Social Media

Multi Account​ Management

The NFL face a difficult task of developing a audience for the entire NFL roster of teams. They each have their own brand personality, values, and content strategy they wish to deploy in China. The challenge is how do you develop a team who has the knowledge of NFL football in China, and can build and deliver on content strategies across all 32 tams without create a large team.

Patriots​ ‘TOM BRADY’ China Show

Digital Production

Entering into the beginning of the 2018-2019 NFL season the Patriots had yet to create a significant play in China. They were in the top 5 followed teams across social media and wanted to create a tentpole campaign to galvanise a community following. They offered up to 25 minutes per month with Tom Brady as a talent who could participate in something.

NBA Douyin Video Production

Digital Production

The NBA China have been moving to a business model to outsource most of the production and marketing work and reduce team size. In doing this they needed a highly experience agency who could manage the increase demand fo video for production and distribution on Chinese video and social platforms.

FIFA Global Fan Movement

Global Social Media & Community Building

FIFA was regarded as an official organisation online across the world and did not have an authentic connection with its fans. The federation wanted to create a new global community of micro-influencers that would generate new content sources and amplify existing FIFA social content.

Kobe Bryant Digital Strategy

China Digital Strategy & Social Media

An icon for over 20 years in the NBA, Kobe Bryant has become a symbol of success and hard work for a generations in China. Add by young people, respected by older, Kobe Bryant is the most desired global athlete in China. The challenge moving forward was transitioning his profile from current player to mentor, coach and creator, while also developing commercial opportunities.

China Digital Strategy & Social Media

China Digital Strategy & Social Media

Tottenham Hotspur is one of the most highly regarded football clubs in the world. Yet in China, the number of Spurs fans were not on par with other top-tier clubs. Hence, the club wanted to invest in a holistic digital strategy to develop a new band of followers, targeting a new generation of fans who would grow with the club.

Tottenham Hotspur China Ecommerce

China Ecommerce

Tottenham Hotspur was eager to move aggressively into China with a ecommerce store hosted on the largest online retailer in China Tmall. The goal was to align with Mailman and develop a new e-commerce strategy, driven by Mailman’s marketing team and close relationships with fans.

NHL China Digital Strategy

China Digital Strategy and Community Build

The NHL are considered a top 4 sport in the USA, and with the Winter Olympics coming to China in 2022 they have made a clear statement to invest from the ground up in China. The challenge was to position NHL as the authority in all things Ice Hockey and develop a local following for the league, to one day inspire future stars and drive value for TV rights.

2018 China NHL Games

Ticketing & Marketing

The 2017 NHL Games was considered successful, however the NHL were not happy with the total engagement of fans and the marketing / tickets sold by the promotor. They wished to engage Mailman to develop a grassroots ticketing sales strategy to drive sell out areas in Beijing and Shenzhen.

UFC Chinese Digital and Community Building

Digital, Social Media, Community Management

UFC were entering China across social media in 2014 with the view to becoming a mainstream sport. This coincided with the first event in Greater China with a major fight held in Macau. UFC were looking to engage an agency who knew the local sports media, sports communities and with capabilities to grow the community.

Nike Football China Digital Strategy

China Digital Strategy & Social Media

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.

Cristiano Ronaldo China Social Media

China Digital Strategy & Social Media

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.

LaLiga APAC Social Media Management

APAC Digital Strategy & Social Media

LaLiga was aggressively expanding it’s business across the APAC region. The goals were to grow LaLiga fanbase and drive engagement across key markets Thailand and Indonesia; reward and foster greater relationships with fan communities and drive the LaLiga brand as the leading European football league to enjoy

Manchester United Chinese Social Media Management

China Digital Strategy & Social Media

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.


Sponsor Activation & Studio Show

Bodog are a leading global sports gaming and online poker company. Headquartered in Canada. They were seeking a China based agency to create a brand strategy to grow the profile of Bodog in China, while not directly promoting gambling. This included social media activation, content and conversion led programs.

FIFA China Sponsor Digital Activation

China Digital Sponsorship Activation

FIFA had secured 5 Chinese sponsors as global partners. To better provide value to those sponsors and to engage Chinese consumers FIFA engaged Mailman to provide digital solutions, creative campaigns and production to deliver measured digital media value and engagement to sponsors.

Lakers Nation Comes Alive In China

China Digital Strategy & Community Build

For the first time in a decade the Lakers were returning to China for the 2019 China Games. Lakers engaged Mailman to develop a campaign and ongoing social media management to build anticipation for the games and unite the Lakers fan communities.

AIB/MORE Digital Platform

China Digital Strategy

AIB is a newly funded NBA athlete media channel driving a new platform in China housing 100’s off high-quality​ athlete videos. AIB wished to grow a user base of downloads, expand to ecommerce and branded partnerships. They wished to engage an agency who could drive marketing, brand, social media and support with on the ground team for brand partnerships.

PSG China Digital Strategy and Social Media

China Digital Strategy & APAC Digital & Social Media

PSG had began developing a brand which blended lifestyle and football. With the recruitment of Neymar they were eager to engage a younger audience across China and then APAC. PSG engaged Mailman to build a clear digital strategy, grow social media following and galvanise the community ahead of the 2019 summer tour across APAC.

Chelsea FC China Digital & APAC Strategy

China Digital Strategy & APAC Digital & Social Media

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.

Roland Garros China Digital Strategy

China's Digital Strategy & Community Build

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.

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