With the help of the KAWO (www.kawo.com) platform, The International Table Tennis Federation (ITTF) increased their fans in China by over 300,000 in 90 days.

1. CASE STUDY
International Table Tennis Federation
Acing Chinese Social Media

2. COPYRIGHT 2013 KAWO

3. Although table tennis is one of the most
popular sports in China there was no
awareness of the International Table Tennis
Federation (ITTF) brand.
www.kawo.com
www.kawo.com

4. However, they have a very active Facebook profile,
filled with content that was both rich and engaging.
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5. 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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www.kawo.com

6. With Facebook &
Twitter blocked in
China…
How could ITTF
bridge the gap?
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www.kawo.com

7. That’s where
came in
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8. In only 90 days...
>300
+300k
75
posts translated
into Chinese
new followers across
Sina & Tencent
average number of
reposts per post
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9. ●
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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10. How we did it...
KOLs
Design
Contests
engaged key
opinion leaders
redesigned profiles
on Sina & Tencent
ran contests to
engage fans
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www.kawo.com

11. 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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www.kawo.com

12. Designed profile and background images to make ITTF
more appealing and relevant to China for Sina Weibo
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13. Rebranded and relaunched ITTF on Tencent Weibo
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14. 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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www.kawo.com

15. 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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www.kawo.com

16. Discover if your brand is popular in China,
get a FREE personalised report:
kawo.com/free-report
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