How The Arrival Of Wu Lei Has Boosted LaLiga’s Digital Presence In China

January 28th, 2019 was significant for LaLiga’s relationship with football fans in China. The day that RCD Espanyol de Barcelona completed the transfer of Wu Lei from Shanghai SIPG saw the arrival of a new hero to Spanish football, who could form a central part of the league’s strategy for growth in the country. The subsequent increase in followers and levels of engagement that LaLiga has seen suggests that its approach is paying off.

After the arrival of Wu Lei, LaLiga began a digital content strategy that would create a series of memorable events for Chinese fans throughout the season. In order to keep fans up to date with the striker’s progress in Spain, every event involving the player, from his first start to his goal on the final day of the season, was promoted via posts on all of LaLiga’s Chinese social media profiles, on Sina Weibo, WeChat, Toutiao and Douyin.

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