Social media, photos and time zones: FC Porto's Korea plan for Hwang | OneFootball

“Inbeom Hwang is a Dragon until 2029.” That was how FC Porto announced, on Monday night, more precisely at 9 p.m., the signing of the South Korean midfielder from Feyenoord. The deal was made official in time for most Portuguese fans to learn all the details of the transfer, as well as the player’s first statements to the Dragons’ media outlets. However, in South Korea, Inbeom’s home country, it was already 5 a.m. due to the eight-hour time difference.

FC Porto took that time gap into account and, throughout the night, devised and carried out a communication and marketing plan aimed at maximizing the impact of Inbeom’s signing in his home country.

For example, between the transfer announcement and midnight in Portugal — 8 a.m. in Seoul, with all the usual activity of the start of a new day already underway — FC Porto published seven posts on its official X account, five on Facebook, another five on Instagram, and one on TikTok. The campaign included several photos of the midfielder in the Dragons’ new kits, as well as a quick-fire Q&A video featuring Inbeom, with references to Porto and South Korea.

During the early hours in Portugal, the club also published other content edited for the South Korean audience, in addition to a message from Inbeom, in his native language, addressed to his compatriots.

This article was translated into English by Artificial Intelligence. You can read the original version in 🇵🇹 here.