The Harlem Globetrotters are one of the world’s most famous and iconic basketball teams. They combine athleticism, theater, and comedy in their style of play. Over the years they have played more than 26,000 exhibition games in 123 countries and territories.
In 2018, the Globetrotters set off for their first tour in China since 2013, and became focused on building their brand in country.
Fullreach China became the digital media agency in China prior to the tour to help the Globetrotters build a social media presence and an audience of loyal fans in China.
KEY OBJECTIVES
While the Harlem Globetrotters have achieved fame across the world over many decades, the team was relatively unknown in the Chinese market that is unfamiliar with the team’s style of basketball.
From day one, Fullreach was tasked with establishing an official Weibo and WeChat account to grow followers in preparation for the 2018 Globetrotters China Tour and ultimately support the brand’s long-term development in China.
OUR APPROACH
Primarily focusing on Weibo in the early stages, we partnered with Chinese Key Opinion Leaders to promote content and execute giveaway promotions to grow the account following quickly. We also worked with the Globetrotters to create special content and interaction directly with Chinese fans on Weibo and WeChat.
KEY RESULTS
GREW WEIBO ACCOUNT FOLLOWING FROM ZERO TO NEARLY 2,000 FOLLOWERS IN LESS THAN 8 MONTHS OF OPERATION
EXECUTED SPECIAL COVERAGE OF 2018 CHINA TOUR
ACHIEVED OVER 6 MILLION CONTENT VIEWS ON THE HARLEM GLOBETROTTERS TOPIC PAGE
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