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.
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
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.
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.
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.
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.
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