Los Angeles Lakers
Weibo social platform
Shanghai, China
We helped develop China-focused social media strategies and content schedules aligned with the various activity calendars we’d identified.
Developing and launching various campaigns on Weibo to engage fans, NBA league, and broadcasters in China, including Chinese New Year Greeting Videos. Posting real-time content before, during, and after the Lakers games to build a credible audience throughout the NBA seasons.
We developed comprehensive social media reports on a regular basis, including the key social metrics, fanbase demographics, and an overview of the Chinese digital landscape in general. Reports were used to refine and develop upcoming content and posts to further the reach and engagement of fans.
Outcome:
- Achieved an increase of 3.5 million new followers in 2 years (150% increase)
- Positioned the Lakers’ Weibo account as the official information outlet for Chinese fans
- Enriched and diversified the social content on Weibo
- Developed strong connections with key sports influencers and platforms in China
