University of Dundee

Attracting and securing Chinese students with a bespoke four-step strategy

With our help, the University of Dundee secured unprecedented Chinese student interest during Covid-19 lockdowns.

The university had to go beyond the competition in its student recruitment strategy, to stand out in the UK’s rapidly growing and highly competitive market.

The Challenge

University of Dundee, renowned for world-leading research needed to grow its presence on Chinese social media channels significantly, to re-engage and re-inspire prospective students   

Our Strategy

To support the university’s goals, we created a bespoke four-step process to drive brand awareness, engagement and nurture leads. For optimum exposure, we performed in-depth analysis and developed communications and social media strategies across the board, while continually measuring KPIs  

What We Delivered

  • Launched mystery shopping initiatives and interviews with students and agents, conducted competitor analysis and reviewed existing Chinese student profiles. 
  • Performed in-depth audit and analysis of existing strategies to utilise competitive advantage and gaps in the market.  
  • Produced WeChat banner adverts and created post-graduate and undergraduate campaigns on Douyin. 
  • Adjusted Baidu PPC campaigns and budgets in line with student application timelines. 
  • Measured KPIs at every step of the sales funnel and monitored all activity across major social media channels.  
  • Collaborated with Chinese KOLs to create content that resonated with students and drove leads.

Our results

2.3 million







direct leads

Emerging Comms has completely transformed our Chinese digital marketing

The work we have done over the last year with Emerging Comms has completely transformed the way we look at our Chinese marketing and recruitment activity.  Understanding the applicant is at the core of everything we do now; using the right content on the right channels is key to our digital planning and adapting quickly to change is something our team have really embraced.  The audit process was also a crucial part of developing our strategy and I would encourage any HE institution to look at this first before launching any social media channels in China.  We are excited about what the future holds for our China recruitment in Dundee and look forward to more success stories with Emerging Comms.”  

Linda O’Neill

International Marketing Manager, External Relations, University of Dundee