Social Media Case Study - Stanley Black & Decker and the CBA (Chinese Basketball Association) Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.

1. SOCIAL MEDIA
CASE STUDY
November 2013
Stanley – Black & Decker
CBA Sponsorship

2. BACKGROUND
Stanley Black & Decker is a Fortune 500 American manufacturer of industrial tools and household hardware
and provider of security products and locks.
Chinese Basketball Association – Season 2013-2014
Along with his worldwide image and reputation of sports enthusiast, SBD agreed with Infront Sport and Media
to sponsor the Chinese Basketball Association.
Infront company undertook a total re-branding and marketing exercise for the properties which are now the
most popular sports platforms in Asia. 330 games will be played between November and April this year –
including the CBA All-Star Game as a special highlight. Plus, the growing appeal of the league is reflected in the
high number of international players.

3. CHALLENGE
How to leverage Stanley and Black Decker CBA sponsorship from offline to online?
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How to split the ressources among SBD family brands?
How to increase awareness and engage with final users?
How to strenghen relationship with distributors and employees from different departments?

4. SOLUTION
•Resource Optimization:
Make use of CBA image,
identity and players rights to
design Stanley and Dewalt KV.
•Outdoor Game Events
Design and plan one interactive
event per basketball game.
Take advantage of unique
incentives to increase the
number of fans on the official
Wechat & Weibo account.

5. RESULTS
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More than 3000 participants joined our activities to win game tickets and SBD tools.
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The number of fans increased by +20% on Weibo and around +15% on Wechat in only few games.
Thanks to this sponsorship, Stanley will have increased significantly its awareness in China
and will achieve a cumulative TV audience of over 720 million with a total of 3,429 hours
of coverage.

6. Uncle Advertising is a full service agency providing
creative advertising solutions, digital marketing and
social connectivity strategies. We provide ‘creative
solutions’ which build brands and businesses in China.
We help brands to listen, understand and engage in
conversations in chinese social media: Weibo and
Wechat.
For more information, please visit our linkedin
company page Uncle Advertising (Scan our QR code),
follow us on Twitter @ShanghaiUncleAd or drop us an
email at josselin@uncle-ad.com.
Contributors: Elsa Bouillot, Josselin Roulet