At CHE, our mission is to offer actionable insights that help you successfully navigate the dynamic Chinese market. Leveraging our experience and success stories from leading universities, we present the best practices for enhancing your digital campaigns in China. Discover how to connect more effectively with Chinese students and optimize your strategy for memorable outcomes.
Case Highlights
Partner A: Campaigns that Combine Legacy and Emerging Ad Properties in China
- PPC Platforms: Bilibili, Douyin, Little Red Book, Zhihu
- Our collaboration with Partner A has yielded impressive results, showcasing the effectiveness of our strategic marketing approach in China. The joint efforts of admissions, OCP, and marketing teams led to a significant 9.62% increase in applications in December, with a remarkable 19% rise in January. Early application trends now facilitate better yield and enrollment forecasts.
- Partner A’s online presence remains positive, attributed to organic engagement through the .CN website, SEO, and PR activities. Initiatives for SEO and advertising in China began in November 2022, with planned optimizations for 2023-2024.
- Increased ad spend targeting parents has notably boosted parent-facing engagement.
Partner B: Gen Z Targeted Campaigns on Bilibili
- PPC Platform: Bilibili
- Partner B capitalized on Bilibili's popularity among Gen Z for a targeted student campaign. Running from December 26 to January 5, the campaign featured a promotional video that directed viewers to a dedicated Chinese landing page.
- The campaign achieved an average of 112,374 impressions and 685 clicks daily, totaling 1,236,119 impressions and 7,539 clicks over 11 days.
Partner C: Utilizing Little Red Book for Engagement
- PPC Platform: Little Red Book
- With 70% of users born after 1980, Little Red Book is a great tool for university recruitment in China.
- Using 60-second short videos and photos, Partner C’s campaign on Little Red Book boosted engagement and lead generation, directing users to Partner C’s Chinese website, WeChat account, and in-platform native lead form.
- The Little Red Book platform campaign lasted 52 days, with daily metrics averaging 27,347 impressions and 2,428 clicks. It generated a cumulative 1,423,482 impressions and 126,290 clicks.
Partner D: Douyin Video Campaigns Using Vertical Aspect Ratio Videos
- PPC Platform: Douyin
- Partner D utilized Douyin videos along with an H5 form to engage users from May 17 to June 22, 2022. The campaign achieved 431,590 impressions and 5,394 clicks, reflecting a click-through rate of 1.25%.
- Interest tags related to education, college life, and US universities refined the targeting.
- For Douyin video campaigns, it is strongly recommended to use a vertical aspect ratio to ensure optimal engagement and results.
Partner E: Leveraging Zhihu for Optimal Impressions
- PPC Platform: Zhihu
- Partner E’s 12-day digital campaign on Zhihu employed a Video + H5 form ad format, targeting users interested in international education, studying abroad, Western cultures, and English language learning.
- The campaign achieved 6,806,530 total impressions and 21,387 clicks, with a click rate of 0.31%. The Chinese landing page saw 8,360 unique users, and 30,139 website actions, indicating strong visitor engagement.
Conclusion
To maximize your digital campaign's success in China, consider these best practices:
- Tailor Your Strategy: Utilize the most relevant PPC platforms for your target audience.
- Engage Creatively: Leverage popular social media platforms and interactive content to capture attention.
- Refine Targeting: Use detailed interest tags and data-driven insights to reach the right audience.
- Monitor and Optimize: Continuously assess campaign performance and adjust strategies to enhance results.
By implementing these practices, you can significantly enhance your digital campaigns and forge stronger connections with the Chinese student market. Let CHE guide you in improving your digital marketing in China. Cick here to request a free web presence report from us.