Los Angeles Lakers
Amplifying Fan Engagement in China Through Weibo
Shanghai, China
Challenges:
- Localised Content Strategy: Crafting content that resonates with Chinese cultural nuances and aligns with the Lakers' brand identity.
- Real-Time Engagement: Maintaining active and timely interactions with fans during games and events across different time zones.
- Data-Driven Optimization: Analyzing social media metrics to continually refine strategies and enhance fan engagement.
Solutions:
- China-Focused Social Media Strategies: Developed content schedules aligned with identified activity calendars, ensuring relevance and consistency.
- Interactive Campaigns: Launched various campaigns on Weibo to engage fans, the NBA league, and broadcasters in China, including Chinese New Year Greeting Videos.
- Real-Time Content Posting: Posted content before, during, and after Lakers games to build a credible audience throughout the NBA seasons.
- Comprehensive Social Media Reporting: Developed regular reports including key social metrics, fanbase demographics, and an overview of the Chinese digital landscape to refine and develop upcoming content.
Outcomes:
- Significant Follower Growth: Achieved an increase of 3.5 million new followers in 2 years, marking a 150% increase.
- Official Information Outlet: Positioned the Lakers' Weibo account as the official information outlet for Chinese fans.
- Diverse Content Portfolio: Enriched and diversified the social content on Weibo.
- Enhanced Influencer Relations: Developed strong connections with key sports influencers and platforms in China.
