The Brief
Bring the DFB back to the most followed and seen national team across Chinese social media platforms. Leverage the various assets such as the Men’s & Women’s national team, the DFB Pokal and Women’s Bundesliga.
The Implementation
After taking over the brand in Autumn 2023, we restarted the brand from the basic. Changing the brands tone of voice, look and feel. The goal was to find a balance between local relevance and global strategic alignment. Differentiate this for the different competitions such as the national team, the DFB Pokal and the Women’s. We launched on Douyin with a new channel.https://www.lobeco.de/wp-content/uploads/2024/05/Video_DFB_2024CNY.mp4
The Results
#1
most followed National Team on Chinese Social Media
6.4M
total followers (200K+ new)
100M
video views & impressions
800K+
interactions
172K
unique live viewers on 1st stream of public training
Services
Digital Brand Positioning
Creation & Video
Content & Community Management
