Скачать или смотреть How Wavemaker's Positive Provocation attitude delivers better growth for clients

Jason Yang works in our Shanghai office, splitting his time between two accounts: Beats by Dre and Under Armour (UA). His team recently helped UA to establish an ‘out of box’ win-win cooperation with China’s largest basketball vertical on sports-crazed social media platform ‘Hupu’ to host a campaign for Stephen Curry’s birthday (the American professional basketball player for the Golden State Warriors of the NBA). UA offered Hupu rights to be an official partner along with UA’s owned channel exposure and Hupu supported on media and production expenses.

The campaign achieved incredible mass exposure (over 100m impressions), lots of fan hype on social channels with people joining in to create their own content around the initiative. So much UGC was uploaded that a mosaic portrait of Stephen Curry’s face was created.

“Under Armour is extremely satisfied with our ideation, efforts in negotiation to achieve such campaign results with minimal cost incurred.”

Jason Yang, Strategic Planning Associate Director, Wavemaker China