Club wins award in China for innovative New Year campaign

At the 10th annual TopDigital awards, the club clinched the TopDigital Special Award in the Art and Culture Marketing Category for its special Chinese New Year Paper-Cutting Themed Campaign.

The campaign, which featured first-team players attempting the traditional Chinese New Year activity, beat over 2,900 participating cases from 633 different companies – with its 6.8 million views and 26,000 engagements during the Chinese New Year period earning it recognition from the judges.

To celebrate the 2022 Spring Festival of 2022, the club used the traditional Chinese paper-cutting culture as a way to interact more authentically with fans in the Chinese community.

The campaign featured three distinct strands: "The Player Portrait Paper-cut", "Paper-cut Theme Special Print" and the “New Balance Luna Capsule Collection”, with a series of videos and creative materials to accompany all three aspects, all of which resonated with fans in the country.

To date the campaign has cumulatively received almost 8 million views, and more than 38,000 engagements.

The TopDigital Innovative Marketing Awards focus on marketing work that helps companies grow in any innovative form, and recognizes the most innovative brands, companies and personalities.

For the 10th consecutive year, TopDigital has been held in Shanghai, the international capital of innovation, and has become an authoritative award in its field.

TopDigital is committed to helping brands achieve digital growth, focusing on brand growth cases and methodologies under new marketing, new traffic, new channels and new consumption trends, and helping the innovative development of products, categories and brands.