• Business objective

    Position Li Jingliang as the face of UFC Singapore for the Chinese sports community.

  • Results
    • 16.5 million Weibo hashtag reads
    • 6.9 million total video views
    • #3 trending sports topic on Weibo
    • 15,000 new followers during Fight Week
  • Our approach

    The Mailman team was on the ground for the full Fight Week in Singapore, covering each fighter, sponsor and media event. Li Jingliang was the only Chinese fighter and was the focus of the attention in China. Our goal was to produce as much high-quality content around his Fight Week as possible to ensure that we could inspire a nation of casual sports lovers to support him on Fight Night. This included live stream content on his journey to Singapore, video content around his Fight Night preparation and an interview following his victory in the Octagon.

    We also worked closely with Sina Sports, one of UFC’s China media partners, to bring the Fight Week alive online and increase awareness amongst casual sports fans. This included using their Sina Weibo account to live stream the Weigh Ins to their 10 million followers, as well as producing content around the Octagon Girls to be published on their channels.