Happy New Year Training

Culturally-driven Chinese New Year campaign reinforcing football as a core brand pillar in China. Translated local insight (youth athletes sacrificing reunion for training) into an emotionally resonant narrative, integrating a nostalgic “Happy New Year” motif to deepen cultural relevance and audience connection. Delivered strong cross-platform performance, generating 620K+ engagements and high organic reach across Douyin, Xiaohongshu, and WeChat, strengthening brand affinity among younger football audiences.