To build the clubs mascot Jay into an icon for Juventus Football Club and leverage his popularity to celebrate the CNY with his visit to China
1.5 million Hashtag Reads, 420,000 Video Views, 28,000+ New Followers
To celebrate the Chinese New Year, Jay the mascot carried out a series of fun, light hearted videos interacting with the Chinese locals and their culture throughout the duration of the festive period.
As well as wishing everyone a Happy new year with Chun Lian (traditional CNY Chinese character calligraphy), Jay took a tour around Shanghai, visiting some of the popular and iconic locations of the city such as Yuyuan Garden and Lujiazui. Jay engaged with fans by taking photos and joining in traditional activities such as playing instruments and eating local food.
Playing on the bringing in the year of the Dog, Jay was also captured taking his dog for a walk through the streets of Shanghai. The public reacted very positively to the on the ground activations and the videos were a great hit with the fans online, leading to Juventus becoming the fastest growing team over the CNY period.