• Business objective

    Utilise the occasion to maximise exposure and drive follower growth for Juventus

     

  • Results
    • Fastest growing Italian team on Weibo,
    • 14,000,000+ video views across all platforms
    • 23.3 million hashtag reads
  • Our Approach

    To kick start the build-up, a Chinese/Juventus-themed ‘road to Cardiff’ countdown was initiated, building up excitement towards the final. This was then added to with a hashtag (#ITSTIME#) campaign whereby fans were encouraged to repost and promise to be in Cardiff for a chance of winning a ticket for the final, it received 23.3 million hashtag reads.

    Chinese fans love to test their knowledge of their team, we launched a live Q&A with Juventus legend David Trezeguet. It was hosted by a Chinese speaking Italian KOL which made for smooth execution and increased exposure by including the host’s fans.

    The inclusion of well-placed paid media promotion and numerous live stream events, such as the official press conference, maintained interest in Juve and made them the fastest growing Italian team on Weibo.