The Start
We were tasked with engaging both parents of potential students and the students themselves in China and encouraging them to come and study UG and PGT courses at Birkbeck College from January 2023.
The Middle
We partnered with some of the biggest internet giants, popular with Chinese students, in China, offering a wide range of benefits and advantages.
- WECHAT: The most popular social media platform and portal in China. Similar to Facebook and WhatsApp.
- TOUTIAO: The largest mobile news portal in China, similar to Apple News in the West.
- DOUYIN: Short video streaming app. Favourited among the younger generations.
- ZHIHIU: The most popular Quara-like knowledge sharing platform in China.
- XIAOHONGSHU: Sometimes described as China’s answer to Instagram.
The End
The campaign drove over 4.5 million impressions and generated just under 57,000 clicks. The key measure to date is that Chinese applications have exceeded 42 compared to 7 last year.
If you need help recruiting from China, then please get in touch – we’d love to help. Contact nick.friend@hunterlodge.co.uk