• Andrew Collins

Tottenham Hotspur Debut Exclusive Chinese New Year WeChat Stickers

Updated: Jun 10, 2019

Last year, we partnered with Tottenham Hotspur to take full advantage of one of China’s most important national holidays, Spring Festival, by launching a unique Chinese New Year mini-site with competitions, exclusive content, and a host of downloads. Using our local expertise, we were confident that we could create a digital experience that highly engaged Tottenham followers in China, while keeping with Hotspur team values and culture.

After the success of last year’s campaign in terms of web-traffic and downloads, the club once again decided to make the most out of this opportunity. We’ve always taken pride in ourselves for keeping with the latest digital trends, so this year, our team partnered with the club once again to launch something new. Seeing how WeChat use has gone through the roof in the last 2 years, we thought it prudent to come out with a range of Spurs-themed stickers that were specially designed for China. The set was made available for download via the newly launched Tottenham Hotspur Chinese language website and through the club’s official WeChat account.

The stickers proved to be quite a smart decision, especially in conjunction with other Chinese New Year efforts. Following a great reaction from China’s Spurs fans, the stickers had an impressive 2,000 downloads within the first 12 hours.

Stickers are massively popular in China as each represents a unique emotion, thought, or social situation and are often communicated through a series of animations, which sometimes hearken back to beloved characters or cinematic memes. WeChat and QQ have been the most successful when it comes to sticker usage, typically launching new sticker collections every month to hundreds of millions of users. Branded stickers have become increasingly popular on WeChat with the NBA and Barcelona FC being the first two sports organizations to feature their designs on the digital insignias.

Here’s quick look at what we learned from the Spurs WeChat stickers launch:

1. Perfect Timing: We launched this set of stickers alongside a Chinese New Year campaign with cross-channel promotion driving downloads from multiple platforms. It was clearly the move and paid huge dividends.

2. Localized Design: the stickers feature Spurs players, the mascot, and even an animated version of the logo. Each delivers a different message in both Chinese and English with popular online phrases attached to each player.

3. Easy-to-Use: This set of the stickers has been put on WeChat, Weibo, and Tottenham’s Chinese-language website. Fans can conveniently find, download, and share with their friends.

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