CASE STUDY
HOW DAVID BECKHAM GETS IT RIGHT
David Beckham is the most successful Western footballer across digital platforms in China. Hard work, but mostly also an acute understanding of the market and a willingness to adapt content to Chinese styles and preferences, contribute to his success.
A CONSISTENT FORMULA:
PEER-TO-PEER ENGAGEMENT:
For his brand-partners, David engages with Chinese influencers and celebrities and consistently tries to speak Mandarin with them.
CONTENT THAT IS RELEVANT:
David constantly covers topics
that Chinese fans can relate to.
APPRECIATING CHINESE CULTURE:
David recognises the important cultural and historical moments in the Chinese calendar. Far just beyond the Chinese New Year, he and his team are tuned in to what matters for Chinese fans.
