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.
