UFC Chinese Digital and Community Building
Digital, Social Media, Community Management
Business Objectives
UFC were entering China across social media in 2014 with the view to becoming a mainstream sport. This coincided with the first event in Greater China with a major fight held in Macau. UFC were looking to engage an agency who knew the local sports media, sports communities and with capabilities to grow the community.
Our Approach
Mailman was engaged in 2014 initially to drive media engagement and fan engagement for the Macau event. The event was successful and it kicked off what is now a 5 year partnership. Mailman developed a strategy to drive short form video throughout Youku to drive interest and begin to tell local stories. Now managing over one hundred thousand fan communities across Weibo, WeChat, Douyin and Youku.
Results
100,000+ following on WeChat, 2nd only to Manchester United & NBA
Sold out areas in China