Conteny & Localisation | Performance Marketing | Social Media
Deakin University is a public university in Victoria, Australia with multiple campuses. Being one of the top 1% of universities worldwide and ranked among Australia's top 10 universities, Deakin is also one of the fastest growing research universities in Australia. Deakin University Chinese Solutions required Brand Catalyser to help expand the university's international support.
With its top-notch teaching quality and consistently high student satisfaction, Deakin is extremely popular to students and one of top options for international students in Australia. Brand Catalyser was tasked to provide Chinese channels for students both onshore and offshore.
To increase its awareness and raise its profile in Chinese-speaking regions, Brand Catalyser adopted a comprehensive performance marketing plan to engage with its target audience through highlighting Deakin's competitive strengths.
The performance marketing plan for Deakin University Chinese Solutions prioritised potential students and students who are showing interest towards studying overseas. Brand Catalyser selected English-learning channels when targeting offshore students, such as YouDao to appeal to students who are keen to study abroad. We also implement a mix of search engine optimisation and marketing (SEO & SEM) on Chinese search channel, Baidu to drive leads and interest.
When targeting onshore students, Brand Catalyser adopted Weibo and WeChat as our primary drivers for our social messages and key offerings. Weibo and WeChat remain very popular in Chinese students overseas, hence we opted for programmatic buying on these channels to drive further mileage.
We have strategically selected WeChat Moments Ad and Youdao advertising as part of Deakin University's programmatic marketing campaigns. With that, Deakin became the very first Australian University to run WeChat Moments Ads targeting on onshore students. With Youdao’s comprehensive marketing channels, we have created campaigns to target Chinese domestic students on its educational platforms, especially English learning Apps.
Campaign Period: 2 weeks Impressions from YouDao: 30,204,032 Leads Gain from YouDao: 486 WeChat Impressions: 3,046,668 WeChat Clicks: 17,289