Vijhay Vick: Content strategy for teams who win the league every year
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Vijhay Vick: Content strategy for teams who win the league every year
This episode of Sports Content Strategy is brought to you by the Digital Marketing & Analytics for Sports Professionals - Your road to digital excellence in sports. Online course starts August 31
It is the content strategy problem we would all like to have. How do you create a story about a team that has won the league seven seasons in a row (and an eighth is expected to follow soon)? Johor Darul Ta'zim (or JDT) are a team on a mission. They were re-formed in 2013 with a new nickname, the Southern Tigers, under the guidance of the Crown Prince of Johor. They won their first title a year later and the AFC Cup (the Asian version of the Europa League) 12 months after that. They have gone on to dominate Malaysian football. But their tone on social media has brought them as much attention as their success. Now they are looking to internationalise their brand and grow their partnership portfolio with the likes of Aston Martin and Unicef. Vijhay Vick, the Head of Content, is leading their strategy. In this podcast, he discusses his approach to JDT's unique position.
Vijhay Vick
TOPICS
The recent history of JDT
How they have grown on social media
Capitalising on the huge Indonesian market
Being brazen about their success
Why they are "the most hated team in Malaysia"
What would signing a world-renowned player like Radamel Falcao do for the league and the club?
Having a partnership with the likes of Aston Martin
The Malaysian League in general - crowds, TV audience, etc
The football audience is very split - some love foreign football, some love Malaysian football. They are very different groups.
How JDT's PR strategy has started to bridge the gap
JDT's social media strategy - "It's 80 per cent Facebook. The Twitter space is toxic."
Dealing with that toxicity on social media
The role of CSR in JDT’s strategy
The link with Unicef
His content and communications team at JDT
The kit reveal video that received a million views in two days
The crucial buy-in from the top
Being realistic about what JDT can achieve