• Business Objective

    Promote Roland Garros 2016 to become the #1 tennis event in China.

     

     

  • Results

    93 million Weibo reads

  • Our Approach

    During the first week of the tournament, our team was on the ground to capture content and bring the unique atmosphere and experience live to China. Videos included content around the stadia, the French and Chinese fans and the city of Paris.
    Our focus on the Chinese players through exclusive videos and interaction meant that we were able to inspire the nation to follow their progress throughout the tournament, resulting in a record level of engagement on Weibo.
    We mobilised the online tennis community to join in the conversation, working with the active tennis players online, 40 supporter clubs, KOLs and media to promote the #RG16# hashtag, as well as launching a live Q&A with Li Na. Our reach expanded outside of sports fans, as we worked with fashion, tourism and lifestyle social influencers to promote the Roland Garros brand outside of just the tournament.