Case Study

Queen’s University Belfast – Boosting Chinese Student Enrolment

Queen's University Belfast Chinese student enrolment

Queen’s University Belfast Chinese Student Enrolment

Objective and Background

Management school of Queen’s University Belfast was struggling to engage with Chinese students and differentiate itself from management/business schools amongst Russell Group Universities.

The digital campaigns they previously ran failed to achieve the expected result in application numbers.

Approach

Engage with influencers & potential customers in Chinese New Year themed event.

  • Weibo Strategy & Management
  • Community Management
  • KOL Outreach & Campaigns
  • Brand Ambassador Recruitment & Management

Results

  • 260 Weibo Posts acquired 250 million impressions
  • Weibo engagements: 1305 reposts, 1059 comments, 5329 likes
  • Solved nearly 300 queries via Weibo private chat
  • 44% YoY growth on applications from China

For more information on our China digital marketing services please click here.

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