Fullreach China was appointed as the official digital media agency in China for the NBL, for the 2016/17 and 2017/18 seasons.
The National Basketball League is Australia’s preeminent professional basketball league.
In 2016, the NBL set it sites on building its market presence in China, securing agreements to broadcast live NBL games in China for the 2016/17 season with both Sina Sports and AliSports, respectively.
KEY OBJECTIVES
The NBL was a completely new brand in China. From day one, Fullreach was tasked with establishing an official Weibo account and growing followers quickly, as well as to support the NBL’s overall goals in China.
LAUNCHING AND MAXIMIZING FOLLOWER GROWTH FOR THE OFFICIAL NBL WEIBO ACCOUNT
LOCALIZING NBL CONTENT AND DISTRIBUTING TO NBL MEDIA PARTNERS IN CHINA, SINA SPORTS AND ALISPO SPORTS
OUR APPROACH
We utilized our special relationship with Sina Sports to ensure that there were strong links and interaction between the NBL and Sina Sports’ Weibo accounts. This was key to develop a large following quickly.
We also engaged strategic basketball-related KOLs to introduce them to the NBL and to secure cross-promotional posting schedules.
KEY RESULTS
GREW ACCOUNT FOLLOWING FROM ZERO TO OVER 22,000 FOLLOWERS
PROVIDED LOCALIZED COVERAGE OF THE 2017 AND 2018 CHINA TOURS OF THE NBL ALL-STAR TEAM, AS WELL AS THE 2017 CHINA TOUR OF NBL TEAM, MELBOURNE UNITED
SECURED LOCALIZED COVERAGE OF EACH NBL GAME DURING THE NBL SEASON
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