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Xinhua Silk Road
CLASS

Milan Football Club is successful on Chinese social media, with 3 million followers on Weibo

September 24, 2020


Abstract : This performance has been reached thanks to the China Digital Summer Tour initiative, which started last August 25 and is still going on. The Club has also reached the highest engagement rate on Instagram during July (2.1%) and August (2.71%), taking the European football clubs into account.

MILAN, Sept. 22 (Class Editori) - Milan has reached the rate of 3 million followers on the digital platform Weibo, the main Chinese social network, thanks to the first China Digital Summer Tour, which started last August 25 and is still going on.

In order to overcome the traveling restrictions due to the COVID-19 emergency and stay close to its fans in the Eastern countries, the Milan Football Club has started an initiative during which Milan supporters in China can interact with football players and the team's stars, take pictures, ask for autographs, sightsee in Milan and win gadgets.

After the China Digital Tour, the Milan growth on Weibo recorded a peak by 50% compared to July 2019, when it could boast 2 million followers, by reaching 3 million in September 2020.

The Milan social growth has also reached the highest engagement rate on Instagram during July (2.1%) and August (2.71%), taking the European football clubs into account. Moreover, if we consider the last 6 months, the followers of the Milan Football Club official page have increased by 12%.

In addition, the Milan Football Club has recorded a strong growth in the last three months also on TikTok, with an increase in followers by 200%. The launch campaign of new Puma uniforms for the 2020/21 season has been successful: the new race kits have recorded 106 million exposures, a data four times higher than that of last season and they have generated an engagement level of +420% compared to last year.

"The success of Weibo confirms the positive trend of the previous months in terms of social network development", as Lamberto Siega- Marketing & Digital Director of AC Milan- has commented, by highlighting that "the Club strategy, always on the forefront in the digital industry, aims at increasingly reducing distances between the Milan Football Club and its million supporters worldwide, and results are encouraging".

Strangely, as for Asia, the Milan Football Club has no Academies in China, while it has established three of them in Japan and one in Vietnam

(Source:Class Editori)

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Keyword: Class Milan Football Club

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