Fullreach China has served as the official digital media agency in China for the Pac-12 since 2017, providing daily, professional operation of the conference’s official Weibo and WeChat accounts..
The Pac-12 Conference is one of the most preeminent and historic athletic conferences in the National Collegiate Athletic Association (NCAA). The conference has leaned into “going global,” and has made a strong commitment to the Chinese market. In 2015, the Pac-12 launched the “Pac-12 China Game,” an annual regular season contest, taking place in Shanghai, China, featuring the men’s basketball team of one Pac-12 member school and a worthy opponent.
On November 10th, 2018, the Pac-12 held the 4th annual Pac-12 China Game at the Baoshan Sports Center in Shanghai, featuring the University of California and Yale University.
KEY OBJECTIVES
The Pac-12 China Game is the signature event in China for the conference. From a digital media perspective, our objectives were to:
ADVERTISE AND PROMOTE TICKET SALES
WIDELY PUBLICIZE COVERAGE SURROUNDING ACTIVITIES DURING THE CHINA GAME WEEK
USE THE PERIOD TO INCREASE THE FOLLOWING OF PAC-12 ACCOUNTS IN CHINA
OUR APPROACH
KOL ENGAGEMENT
This is at the core of what Fullreach does. We partner with KOLs on the Chinese web by sharing content and resources, and have built up a core group of KOLs that regularly promote Pac-12 content. We organize these KOLs to execute special promotion and interaction for the month leading up to tip-off. This special engagement leads to maximizing impressions and content exposure to millions of new potential fans on Weibo.
LOCALIZED COVERAGE AND SOCIAL MEDIA INTEGRATION
During China week, our team was on hand on-the-ground with the client to produce content designed specifically for social media. We also ran a campaign to solicit questions from Weibo users for the chance to be seen on the official Pac-12 Weibo newsfeed and win merchandise.
STRATEGIC PAID PROMOTION
Our team developed and committed to a promotional budget for the period that was designed to be cost-effective and maximize the reach to Chinese basketball fans.
TICKET AND MERCHANDISE GIVEAWAYS
We partner with our client as well as the ticketing agent, Damai, to execute giveaway promotions of Pac-12 merchandise and game tickets to create a buzz around the game and acquire new followers.
KEY RESULTS
21% INCREASE IN FOLLOWERS ON WEIBO AND 16% INCREASE IN FOLLOWERS IN WECHAT
69% INCREASE IN INTERACTION ON WEIBO
COORDINATION OF 8 KOL PARTNERS AND INTERACTION WITH LARGE OFFICIAL NBA-AFFILIATED ACCOUNTS, INCLUDING THE OFFICIAL NBA WEIBO ACCOUNT WITH OVER 38 MILLION FOLLOWERS
OVER 9 MILLION POST VIEWS IN 30 DAYS
OVER 10 MILLION VIEWS OF THE OFFICIAL #PAC-CHINAGAME TOPIC PAGE
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