Social media, photos and time zones: FC Porto's plan for Hwang in Korea | 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 channels. 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, designed 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 announcement of the transfer and midnight in Portugal — 8 a.m. in Seoul, with all the activity typical 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 wearing the Dragons’ new kits, as well as a quick-fire Q&A video with Inbeom, featuring references to Porto and South Korea.

During the early hours of the morning in Portugal, the club also published more content with South Korean editing, in addition to a message from Inbeom, in his mother tongue, addressed to his fellow countrymen.

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