some of our projects
FC Bayern Munich
We conducted a detailed regulatory, technological and use case on behalf of the FC Bayern team. Based on the analysis, we crafted a platform, editorial and UI strategy for a localized web and mobile presence that is deeply integrated into the club’s Chinese online shop. Asked to oversee its implementation, we approached and briefed local developers and negotiated co-operation agreements with one of China’s leading sports portals. Both Website and mobile app launched very successfully within only 4 months of inception.
BVB asked us to analyze existing brand perceptions about the club in China and to assess their existing digital real estate. Using big-data analyses, we were able to present them with a detailed picture of the team’s current brand perceptions and to craft a new, local brand positioning, including suggestion for the exploration of new target groups. Moreover, we devised a detailed game-plan for improved social media, e-commerce, web and mobile channels in the short and medium term.
When we first sat down with the club three years ago, we jointly drew up a comprehensive branding, market entry and digital strategy for China. We have since set up and activated the team’s Weibo, WeChat, YouKu, Nice and Toutiao accounts. This entails text and video localization, engaging influencers, PR and co-operations with sports and lifestyle portals on an ongoing basis. We also oversee e-commerce integrations and activations for the club’s six Chinese sponsors. The channels have consistently had the third-highest engagement rates of all Bundesliga clubs accounts in the PRC.
DFL Deutsche Fußball Liga (Bundesliga)
DFL asked us to draft a comprehensive digital China strategy and to oversee all aspects of its implementation on the ground. Once the content and platform strategy were in place, we pre-selected and pitched activation and monitoring agencies and accompanied the set-up of Weibo, WeChat and YouKu accounts. DFL’s Weibo channel reached 1 Mio. (real) followers within 6 months. This is the fastest any soccer league has ever grown digitally in the PRC. Moreover, we drafted and helped launch a locally hosted website and advised the leage all technical and commercial aspects . Ongoing consulting for the league includes benchmarking reports, sponsorship activations and research related to the DFL’s TV rights tenders.
City of Munich
When we were first approached by the tourism board last year, we jointly decided on a two-tiered approach. In the current initial phase, we operate and edit the Simply Munich Weibo channel, organize influencer events and spread topics across travel and recommendation sites. The account reached 50.000 followers within the first eight months, making it the fastest growing tourism channel in the DACH region and the 03rd largest city account in Central Europe in terms of engagement and reach. WeChat and Toutiao accounts will be added in phase two in the coming months.
One of China’s leading airlines aimed to activate their new Europe-bound air-routes with their domestic audience. We helped them devise a “Dreamtrip” campaign, involving 10 top-tier Chinese influencers, a celebrity ambassador trip to German football clubs as well as ample use of video and live-streams. The campaign reached 1.5 million video views across 5 online vide portals, posts in 40 sports and lifestyle-media and more than 8 million views on Weibo and WeChat in the course of five days.