- 93K+combined Facebook and TikTok followers by February 2025
- 52.8Mpeak monthly Facebook reach
- 27.2Mpeak monthly TikTok views
About the client
Mansion Sports & Entertainment Group (MSEG) is a UK-based investment group with interests in sports media, facilities and entertainment. As part of its move into Vietnam, it launched Mansion Sports News Vietnam, a digital sports media brand for local fans.
- Client
- Mansion Sports & Entertainment Group
- Industry
- Sports, Media & Entertainment
- Market
- Vietnam
- Services
- Content strategy, editorial management, social media management, creative campaigns, content production, SEO and digital publishing
- Timeframe
- 2023–2025
The challenge
Breaking into Vietnam's fiercely competitive sports media landscape
A crowded market
Vietnam loves football, and its online sports media is already crowded with established publishers, popular creators and active fan communities. As a newcomer, Mansion Sports had to earn both attention and trust.
Feeling local, not imported
Translating international news or posting match results wasn't going to be enough. Vietnamese fans wanted breaking news, debate, humour, behind-the-scenes access and stories about the players they follow.
To win them over, the brand had to sound like it belonged in that conversation, not like a foreign outlet.
The goal
WCC's job was to build a fast, credible sports newsroom with its own voice, and turn Mansion Sports from an unknown international name into a page Vietnamese fans chose to follow.
What we did
A newsroom built for the speed of social media
A full newsroom team
WCC put together a team of sports journalists, editors, content creators, designers and video editors to run Mansion Sports News Vietnam on Facebook, TikTok and a Vietnamese-language website.
The approach paired the credibility of sports journalism with the speed and humour of social media.
Daily news and on-the-ground reporting
The team published daily news, live event coverage, SEO articles, interviews and short videos on a set schedule, and moved quickly when a story broke or a topic started trending.
Our reporters also went to matches, press conferences and major events. That gave us first-hand stories and footage that pages reposting the news couldn't get.
A clear role for each platform
Facebook was for conversation and community around the country's biggest sports stories. TikTok brought fans closer to players with fun, personality-led videos and behind-the-scenes clips. The website carried news, features and articles written to rank in search.
Original ideas beyond the daily news
On top of the daily news, WCC created original series that gave Mansion Sports its own identity, mixing sport with entertainment.
Campaign spotlights
Three ways to connect with Vietnam's sports fans
Every idea started with the same question: what do fans care about, and what would they want to watch and share?
Hot Girl of the Month: beyond the game
Hot Girl of the Month became one of Mansion Sports Vietnam's main series, combining sport, fashion and personal stories.
WCC created the concept to show sides of female athletes and public figures that fans rarely saw. Each profile focused on the person's ambitions, achievements and life outside sport, not only their looks.
The series used interviews, styled photoshoots, makeover videos, quickfire Q&As and long-form articles. WCC produced 20 profiles in total.
Through Mansion Sports' partnership with the sports newspaper Bóng Đá Plus, the stories and photos were also published there, reaching readers outside Mansion's own channels.
Facebook: speaking the language of sports fans
In a crowded newsfeed, another page of football updates wouldn't stand out. Mansion Sports needed to be part of the conversation.
WCC built the page around the moments fans were already arguing about, such as refereeing calls, rivalries and strange incidents on the pitch, and covered them with humour, memes and sharp captions.
We wrote the way Vietnamese fans talk about football, which got people commenting, debating and sharing.
- 62,241followers by February 2025
- 52.8Mpeak monthly reach
- ~638,000engagements in the strongest month
TikTok: bringing fans beyond the pitch
Vietnamese fans follow players' lives as closely as their matches, so WCC built Mansion Sports' TikTok around domestic football and the players themselves.
When Vietnamese stars Nguyễn Quang Hải and Đoàn Văn Hậu got married, WCC reporters were at both weddings, filming famous footballer guests and candid moments fans rarely get to see.
We cut this reporting into short, funny videos made for TikTok.
- 31,000followers
- 27.2Mpeak monthly video views
Featured work
Stories worth watching, sharing and remembering
A mix of original personality features and football content from the project.
Hot Girl of the Month: Phí Thanh Thảo
A profile of the SEA Games gold medallist and her switch from diving to shooting, told through an interview and a fashion shoot.
Read the story ↗
Hot Girl of the Month: Lê Tuyết Anh
An interview with a young billiards personality about turning her passion into professional ambitions.
Read the story ↗
The refereeing controversy that sparked debate
A Facebook post that turned a controversial refereeing call into a fan debate. Posted in February 2025.
- 415,261reach
- 2,965engagements
Nguyễn Xuân Son: the humorous football edit
A funny TikTok edit about one of Vietnamese football's most talked-about players. Posted in February 2025.
- 608,000views
- 17,329engagements
The results
From a new entrant to a multi-platform sports audience
The Facebook page launched in October 2023 and grew to 62,241 followers by February 2025. Reach peaked in May 2024, and engagement peaked at about 638,000 in June 2024.
TikTok grew from 1,600 followers in September 2024 to about 31,000 by February 2025. Its biggest month was January 2025, with 27.2 million video views and 1.08 million likes.
The Vietnamese-language website built up search traffic too, with about 42,900 page views and 24,200 users in February 2025.
WCC also set up a way of working the team could repeat every day: newsroom routines, original reporting and creative series. Hot Girl of the Month showed how one strong idea could reach a wider audience through a media partner.
Mansion Sports later closed its Vietnam operations. The project shows how WCC can build a media brand from scratch and grow an audience around local football culture.
- 62,241Facebook followers by February 2025
- 52.8Mpeak monthly Facebook reach
- 27.2Mpeak monthly TikTok views
- 20original Hot Girl of the Month profiles
