Already a football star, Kylian Mbappé has taken on a new dimension by joining the ranks of Real Madrid this summer. With the key to new extra-sporting solicitations, in terms of marketing and sponsorship in particular.
Anticipating the turn taken by the ex-Parisian in his career, the social network Xiaohongshu, also known as RED, was able to use the image of the captain of the Blues at the end of April to promote its brand on the international scene.
Interest in China welcomed
An advertising clip of a handful of seconds has caused a sensation since its publication on Monday. The realization of a new collaboration that on the Web does not fail to get people talking – Kylian Mbappé trying to pronounce his partner’s name in Mandarin. All smiles.
” Unlike Lionel Messi, who was criticized for not paying attention to his Chinese fans during his trip to Hong Kong this year, Mbappe and his team are actively integrating into the Chinese internet world. “, recently greeted the Chinese media Dao Insights.
” Mbappé has his own fan community on Weibo
(the equivalent of X (ex-Twitter) in China), with 68,000 followers and 1.04 billion post views. But Mbappe and his team chose to be first on Xiaohongshu, which has a predominantly female user base. This can be attributed to Xiaohongshu’s strategy of growing the sports content space “, Dao Insights also emphasizes.
