@LosBulls Launch – Chicago Bulls

ABOUT THIS ENTRY

As part of the Chicago Bulls focus on connecting with our global fanbase, we launched a Spanish-language Instagram, @LosBulls, in September 2024 ahead of the NBA season and in conjunction with Hispanic Heritage Month.

The goal of the @LosBulls account is not to simply translate our main @ChicagoBulls account into Spanish. Rather, we look to connect with our Spanish-speaking fans in Chicago, across the U.S. and around the world in a way that is authentic and relevant to them. The launch of @LosBulls has also advanced the Chicago Bulls continued international growth strategy by creating compelling digital and in-person experiences and opening doors for new strategic brand partnerships.

The account has quickly grown to over 75,000 followers in less than 6 months and is ranked sixth in total followers across all NBA teams’ international Instagram accounts.

How does this represent "Excellence in Engagement"?

An authentic effort to speak the language, coupled with a priority to move at the speed of Hispanic and Latiné culture, consistently places @LosBulls as a leading international account across the NBA. In this, we believe our @LosBulls launch shows the benefit of making content for international fans a priority rather than an afterthought. Instead of recycling the same content that international fans already see, @LosBulls content is made specifically with them in mind. All efforts continue to keep @LosBulls a meaningful and permanent fixture in the Bulls growing content ecosystem and further cultivate our international fanbase.

@LosBulls content not only represents a best-in-class example of how to connect with a diverse fan base online, but it is supported by broader community efforts in Chicago itself. This holistic approach represents excellence in engagement, as the Bulls commitment to celebrating and connecting with our Spanish-speaking audience extends far beyond the team’s new social channels. Whether it is hosting an annual Los Bulls game or year-round community programming, our fans are excited to interact with our brand around key milestones throughout the season.

Objective

One of the Chicago Bulls strategic priorities is to cultivate our fanbase both locally and globally.

With 170 million global fans and over 70% of our social media followers based outside the U.S., the Bulls have a unique opportunity as a global brand to build deeper relationships with our international fans and better connect with them in their preferred languages. 

Additionally, we have an active and passionate Spanish-speaking fanbase. According to YouGov, the Bulls have nearly 22 million such fans across Latin America, Spain and the United States. With about 12% of our social media followers identifying as Spanish speakers, there was a need to launch an official Bulls Spanish language account and create more authentic and compelling content for our fans.

International content is nothing new for the Bulls. Ahead of our 2023 NBA Paris Game, we successfully launched our first international language Instagram account in French with @LesChicagoBulls, which is currently the fourth most followed international Instagram account in the NBA. We also maintain a presence on Chinese social media platforms.

Strategy & Execution

Our strategy centered around building authentic social experiences for all our Spanish-speaking Bulls fans. In partnership with our agency partner, SPORTFIVE, which included a team of Spanish speakers based in Latin America, we created a compelling content plan that would meet our fans where they are. Our launch content included:
 
_Custom content from Spanish-speaking Bulls:_ We worked with Bulls alumni and fan-favorites Pau Gasol and Andrés Nocioni to welcome fans to the account, and with then-current Bull Chris Duarte to film bespoke content.

_Custom graphics:_ We created Spanish-first graphics featuring beloved former and current Bulls. 

_Amplification:_ At launch, we looked for intentional collaboration opportunities with the Chicago Bulls English- and French-language accounts, as well as Spanish football club Atlético Madrid. 

_Culture:_ We tapped into cultural icons to better relate to our audience, highlighting content from Lionel Messi and Ronaldinho, and sharing new content from artists Peso Pluma and Carin León. We also shared never-before-seen photos of Argentine football legend Diego Maradona training in a Michael Jordan jersey. 

_Local community spotlight:_ We highlighted our outdoor basketball court redesign in partnership with a Chicago nonprofit that serves Little Village, a predominantly Spanish-speaking community.

Organizations

• Chicago Bulls
• SPORTFIVE

Links

•   Website

Credits

Susan Goodenow
Executive Vice President, Brand & Public Affairs
Chicago Bulls

Luka Dukich
Vice President, Content
Chicago Bulls

Joe Pinchin
Director, Digital Content
Chicago Bulls

Serena Yeh
Senior Manager, Digital Partnerships
Chicago Bulls

Eunbee Kim
Manager, International Content
Chicago Bulls

Jimmy Mitchell
Manager, Content Design
Chicago Bulls

Mark Levitt
Vice President, Business Development
Chicago Bulls

Caroline Mattingly
Director, Brand Communications
Chicago Bulls

Aaron Carter
Manager, Brand Communications
Chicago Bulls

Sarah Smith
Executive Director, Marketing
Chicago Bulls

Kayla King
Manager, Brand & Fan Development
Chicago Bulls

Alex Compton
Manager, Integrated Marketing
Chicago Bulls

Valentin Manigot
Head of Social Media
SPORTFIVE

Etienne Catalan
Social Creative
SPORTFIVE

Pablo Schatzky
Digital Account Manager
SPORTFIVE

Franco Mariani
Social Media Manager
SPORTFIVE

Nicolás Paluch
Social Media Manager
SPORTFIVE

Franco Carabajal
Graphic Designer
SPORTFIVE

Luke Donaldson
Director, International Sales
Chicago Bulls