With an established fan base among fans locally and globally, Vancouver Whitecaps FC aims to enhance overall awareness in the local Chinese community. Starting in 2022, our targeted campaign included content development, Chinese media buy strategy, influencer outreach, and Chinese community engagement, while exploring opportunities to drive ticket sales. 

Journey with Vancouver Whitecaps FC includes: 

• Strategy: Establish and refine overall branding strategy, including consultation on overall strategies, community sentiment, cultural elements, as well as community engagement.
• Chinese Media Buy Strategy: Establish a short-term Chinese media buy strategy, including identifying major Chinese media outlets, platforms, establishing an overall timeline, and refining the brand messages.
• Chinese Media Buy Content: Coordinate with major Chinese media outlets, including establishing content direction, developing story pitches that resonate with the Chinese audience for each media outlet, as well as content writing and visual development for WeChat articles.
• Influencer Collaboration: Activate and coordinate with key Chinese influencers to develop content featuring match day experiences, including overseeing content creation process.
• Chinese Community Outreach and Engagement: Connect with prominent members of the community, including arranging suites, delivering educational info, sharing key brand messages, and potential marketing opportunities.
• Chinese Landing Page: Develop content for landing page, including establishing  structure and key messaging to align with campaign objectives, providing professional Chinese copywriting, overseeing overall visuals, developing QR codes for Chinese media buys.

Results:

• Generated added awareness touch points with the Chinese audience and brought educational value regarding the team. 
• Increased presence on Chinese media and social media platforms over a 3-month period, with 9,900+ WeChat article views and 75,000+ combined impressions.
• Activated and coordinated with 4 key Chinese influencers for content creation on Chinese social media sites resulting in 41,000+ views and 1,200+ post interactions.
• Coordinated with 3 major Chinese outlets for WeChat media buys and created all articles, incorporating different messaging, direction and visuals that resonate with the community.
• Arranged 2 VIP Suite exclusive events for 13 members of prominent Chinese organizations such as Chinese Canadian Museum Society of BC, Canada Chinese Business Council, Sungiven Foods, Tri-Proto International Capital & Trade Co. Ltd and more.
• Developed content for Whitecaps Chinese landing page, while implementing best practices to create layout, copy and visuals that resonate with the community
• Provided Chinese media and social media monitoring, highlighting media mentions and user-generated content.