DRIVING CHINA SUCCESS ON TMALL

01. The Business Needs

Ahead of the new season Real Madrid Home Kit Launch, Fanatics partnered with Hot Pot China to build awareness, drive engagement with Chinese football fans, and secure an uplift in Tmall sales.

02. Our Approach

Hot Pot China identified that although Chinese fans respected the success of Real Madrid, many felt distant from the “superstar” team of Bale, Marcelo and Ronaldo.

We invited Chinese fans to “be one of the royals” and picture themselves forming part of the Real Madrid starting lineup – literally.

  • Built a dedicated campaign H5 site, where users could upload a photo of themselves and “try on” the new season Real Madrid kit
  • Users then proceeded to create their own football card, featuring special skills such as speed, attacking and defending ability
  • Fans were encouraged to share their cards on social,
  • Each card contained QR codes directing fans’ extended social networkd to the Real Madrid Tmall store where they could redeem a small discount against their purchase
  • Campaign promotion via leading KOLs, including Zhang Jike 张继科 – China’s legendary table tennis Olympian and lifelong Real Madrid fan

03. Results

27% YoY Increase in Tmall Sales

76% YoY Increase in conversions from Tmall Unique Visitors

29m in earned reach from influencer collaborations

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