Chinese Social Media Case Study: The International Table Tennis Federation
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Transcript of Chinese Social Media Case Study: The International Table Tennis Federation
Acing Chinese Social Media
CASE STUDYInternational Table Tennis Federation
COPYRIGHT 2013 KAWO
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Although table tennis is one of the most
popular sports in China there was no
awareness of the International Table Tennis
Federation (ITTF) brand.
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However, they have a very active Facebook profile,filled with content that was both rich and engaging.
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China usually wins all the Olympic gold
medals and the majority of the World
Championships, so there is a big pool of
potential followers.
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With Facebook & Twitter blocked in China…
How could ITTF bridge the gap?
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>300posts translated
into Chinese
In only 90 days...
+300knew followers across
Sina & Tencent
75average number of
reposts per post
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● KAWO translated and broadcast over
300 posts (averaging 3 posts a day),
syndicated from Facebook to Chinese
social media from the KAWO platform.
● Fans numbers increased from 0 to
190,000 on Sina Weibo.
● Fans numbers increased from 30,000 to
100,000 on Tencent QQ Weibo.
● Engagement on both platforms
dramatically increased.
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KOLsengaged key
opinion leaders
How we did it...
Designredesigned profileson Sina & Tencent
Contestsran contests to
engage fans
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Launched contests and campaigns to drive awareness
and gain virality.
Translated & aggregated Facebook content and
uploaded videos & pictures to drive and grow social
engagement.
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Designed profile and background images to make ITTF
more appealing and relevant to China for Sina Weibo
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Worked with Key Opinion
Leaders (KOLs), influential
websites, platforms and
microblogs to build
exposure and to drive
legitimacy around the
brand.
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By bridging the Chinese social media gap,
KAWO was able to establish ITTF as the
official body in China, boost their followers,
and engage with them!
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Discover if your brand is popular in China,
get a FREE personalised report:
kawo.com/free-report