Background

Today's Chinese students are spoilt for choice and with closed borders, and fears over Covid Safety, video has become a critical part of attracting, engaging with, and converting potential Chinese students.

China's live-streaming market is anticipated to reach US$76.42 billion in 2025, experiencing growth at a CAGR of 35.29% during the period spanning from 2021 to 2025. Live-streaming allows university brands to open up interactive Q and A sessions, as well as campus tours, to an audience in China who can’t visit in person.

Weibo education fair, a seasonal campaign when Weibo actively promotes overseas education institutions to their 550m users, is a key opportunity for UK universities to leverage a live streaming format, something that is usually blocked for Western brands.


Live-streaming gives a university a unique opportunity to bring the brand, campus, and student experience to life, especially with closed borders. Safety, pastoral care, and support are increasingly important in post-COVID China and the University of Portsmouth is superb at looking after international students and this is a testament to that.

 

What We Did

The Weibo Fair is highly competitive and to ensure the live stream gained the recommended audience and interaction, we worked with the University of Portsmouth on creating the right narrative.
Warm-up week:
Owned and paid traffic
• Trigger expectations and sign-ups of the live-streaming event from multiple comms angles that bring out the university USPs.
• Boost the outreach via Weibo feed ads.
• Engage with alumni for brand endorsement and advocacy.

During Live-streaming
• Increase the earned traffic, six official Weibo accounts forwarded live-streaming links.
• Bring the university to life, demonstrating life through the eyes of a Chinese student, creating high levels of engagement, shares, and questions.
• Our highly experienced live-streaming project team provided end-to-end execution and additional support to ensure the quality and performance of the live streaming session.

 

Our Campaign Results

• Over 30,000 attendees
• Over 232 comments and questions
• Exposure of 4 million

 

  • Quote Icon

    This live streaming opportunity reaches targeted audience and raises awareness in a way that we hadn't been able to in the past. This was even more important in the cur-rent climate.
    A big thank you to Emerging Communications' expert guidance we need to continue to be successful in China.

    Bobby Mehta

    Director of UoP Global

    Schedule a China Strategy Call

    Our consulting team is experienced in working with businesses at all stages of growth. We have a clear view of the steps needed for success in China, and we'll help you find your next step.

    Schedule a strategy call here.
     
     

    Schedule a China Strategy Call

    Our consulting team is experienced in working with businesses at all stages of growth. We have a clear view of the steps needed for success in China, and we'll help you find your next step.

    Schedule a strategy call here.