• Business Objective

    Grow exposure, following and engagement of the Grizzlies’ Chinese social profiles and to differentiate them from the other NBA teams.

     

     

  • Results

    3.5M+ Weibo reads in the first week.

  • Our Approach

    We relaunched the team’s Weibo profile with a focus on engaging, interactive and shareable video and graphic content. We also introduced detailed and comprehensive live coverage of every Grizzlies game.

    The most popular post was about a Chinese primary school teacher who journeyed to the USA specifically to watch and hopefully meet, her favourite player – Vince Carter. Following the third game she went to, her dream was realised when she was taken courtside to meet the superstar. The photos from the encounter gained over 3 million Weibo reads and the video 50,000+ views.