FC Barcelona's first influencer campaign in Southeast Asia
FC Barcelona launches a social campaign across Indonesia, Vietnam, and Thailand, blending challenges and fan interactions by leveraging influencers and digital platforms.
Social media campaigns are the lifeblood of modern marketing, and FC Barcelona is taking this to the next level with its first influencer campaign in Southeast Asia.
This article dives into FC Barcelona’s strategy to strengthen its presence in Southeast Asia. Here you will also find examples of similar efforts by other top football clubs, like Manchester United, Real Madrid, Bayern Munich, and Paris Saint-Germain.
For marketers, this campaign shows just how important it is to adapt to cultural trends, work with influencers, and customize content to fit new markets. Whether you’re after fresh ideas or practical advice, this article has plenty of useful tips on how to connect with audiences in different parts of the world.
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What is the campaign all about?
FC Barcelona has launched its first social media influencer campaign in Southeast Asia, targeting fans in Indonesia, Vietnam, and Thailand. Running from December 2024 to March 2025, the campaign will feature creative challenges on Instagram and TikTok, enabling fans to interact with FC Barcelona players while showcasing their creativity and engagement.
“With more than 529 million followers on social media worldwide, the Club always strives to seek for innovative ways to foster a closer relationship with our supporters, partners and Culers through sports,” said FC Barcelona in their official statement.
The campaign is divided into two phases of interactive games and challenges. Fans will have the opportunity to engage with FC Barcelona’s men’s team players through exciting interactions on digital platforms. Winners will be judged on their creativity, participation, and overall engagement, as the Club looks to deepen its connection with Southeast Asian fans and pave the way for similar campaigns in other parts of the world.
This campaign aligns with FC Barcelona’s strategy of strengthening its presence in Asia. Last year, the club solidified its partnership with Maybank, leveraging its expansive reach to market co-branded products like the Maybank FC Barcelona cards in Malaysia and Singapore. Maybank’s campaigns often include exclusive experiences, such as prize draws and trips to meet FC Barcelona legends in Spain.
You can catch the campaign in action through the hashtags #BarçaSEA2025 and #BarçaCHALLENGE2025 on FC Barcelona’s official Instagram and TikTok channels. To participate, head over to this link and follow the steps to submit your entry. Don’t forget to make your social media accounts public to ensure your videos are visible and count toward the challenge!
4 campaigns from other teams like FC Barcelona
1. Manchester United's "UnitedandMe" Campaign
Manchester United launched a fan-focused campaign celebrating their global community. It included user-generated content challenges that allowed fans to share personal moments, from matchday experiences to their football-inspired hobbies. Winners received signed merchandise and the chance to meet players during virtual sessions.
2. Real Madrid’s "Do you want to meet your idols?"
Real Madrid’s interactive campaigns often involve exclusive meet-and-greet opportunities with players. In one recent initiative, Real Madrid members and Madridistas Premium with more than 10 years of membership were given an opportunity to do an exclusive draw to win a spot at the meet and greet event of the First Team players at Real Madrid City.
3. Bayern Munich’s “Fans First” Initiative
Bayern Munich has engaged with international fans through pre-season tours in Asia, including visits to Japan, Singapore, and South Korea, featuring friendly matches and fan events.
4. Paris Saint-Germain’s Influencer Collaborations
PSG has partnered with global influencers to expand its brand, particularly in Asia and the Middle East. By integrating influencers into campaigns, the Club extended its reach on platforms like TikTok.
For marketers, FC Barcelona’s campaign underscores the importance of creating localized campaigns. By using influencer marketing—an approach that is very popular in Southeast Asia—the Club can tap into the cultural and digital trends of this region.
Other tips for brands looking to expand into new markets include understanding and respecting cultural differences. For example, incorporating local games or traditions, using regional languages or slang, and personalizing content to match cultural norms can make campaigns feel more personal and appealing to the audience. These small adjustments can make a big difference if we look at it from a different perspective.
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