From Campus Buzz to Brand Loyalty: How BC Supercharged Taobao & Trip.com at O-Week

Seizing the O-Week Opportunity

For brands targeting university students, Australia’s biannual O-Week (Orientation Week) presents an unparalleled opportunity for high-impact, offline marketing. Recognizing the immense potential of this platform, Brand Catalyser orchestrated an immersive, multi-campus activation for Taobao and Trip.com, driving brand engagement and new user acquisition across Sydney and Melbourne over nearly two weeks. Our partnership with Taobao has been ongoing since 2017, encompassing strategy planning, digital paid ads, influencers, and offline campaigns, all aimed at driving awareness and establishing its presence in the Australian market. Likewise, our collaboration with Trip.com, a global leader in online travel services under the Ctrip Group, was built on a series of successful offline PR campaigns, reinforcing its position in the Australian market. To further amplify Taobao and Trip.com’s brand presence and consumer adoption, Brand Catalyser leveraged our expertise in offline activations—bringing these brands to life at O-Week through direct, high-energy engagement. This dynamic environment provided the perfect setting for Taobao to convert Australian students into active users and for Trip.com to position itself as the go-to travel platform for the student demographic. With a dedicated on-ground team, we executed a high-impact activation strategy, incorporating interactive experiences, tailored engagement tactics, and a data-driven approach to maximize conversions.

When Plans Meet Reality: Adapting on the Fly

student responses varied from campus to campus. Interest in reward-based incentives fluctuated, making it clear that a one-size-fits-all approach wouldn’t work.

Rather than sticking to a rigid plan, Brand Catalyser adopted a dynamic strategy—analysing student interactions daily and tweaking engagement methods in real time. This agility ensured that every activation was optimised to spark interest, drive interactions, and leave a lasting impression.

Winning Over the Next Generation of Consumers

Today’s students are fast-moving, trend-driven, and highly selective about the brands they engage with. Capturing their attention requires more than just flashy promotions; it demands real insight into their interests, behaviours, and motivations. The success of this campaign reinforced a crucial lesson—staying ahead in youth marketing means continuously evolving, experimenting, and adapting to what truly resonates.

Turning Moments into Measurable Impact

The campaigns generated over 50,000 brand impressions and more than 10,000 direct interactions. By combining strategic planning with real-time adaptability, Brand Catalyser transformed O-Week into a major win for Taobao and Trip.com, proving that with the right approach, a fleeting moment of engagement can turn into long-term brand loyalty.

At Brand Catalyser, we specialize in crafting marketing solutions that bridge global brands with local consumers through strategic online and offline activations. Whether through large-scale experiential campaigns, influencer collaborations, or digital-first engagement strategies, our team ensures that every brand we work with achieves sustainable market penetration and long-term consumer loyalty.

For brands seeking to establish a meaningful footprint in Australia, we offer tailored marketing solutions designed to create lasting impact and measurable success. Get in touch with us to unlock new possibilities for your brand!