Emerging Communications

We are a leading-edge China-facing marketing consultancy and agency based in London and Shanghai serving B2B, Education, Property, FMCG, retail and other consumer brands.

Kingston upon Thames, United Kingdom
Founded: 2015
Staff: 23
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Skills

Consultancy
Strategy & Analytics
Market Research
Channel Marketing
Content Marketing
Chinese Digital Marketing
Social Media
Paid Search
Programmatic Advertising

Clients

Foxtons
Ladybird
Great Ormond Street Hospital
Unite Students
Surrey University
Greenwich Peninsula

Sector Experience

Education
b2b
medical services
Retail
FMCG
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Influencer Marketing Campaign for University of Surrey

by Rocky CHI

Background & Objectives

Video has never been more important for universities as a way to showcase student life, campus facilities and the unique prospect they can offer Chinese students.

The UK is now the Number 1 student destination for Chinese students. However, with that opportunity comes increased competition, making cutting through the noise harder than ever.

Firstly, Chinese students are more sophisticated when it comes to making their decisions, researching on average 15+ channels, as well as sourcing third-party reviews as part of their process. Secondly, and more importantly, Chinese students want content that not only meets their needs for inspiration and information but also resonates with them on an emotional level, motivating them to act and ultimately apply.

Video is a critical component in attracting Chinese students, but significant thought needs to be placed on storyboarding.

The University of Surrey, a UK institution dedicated to life-changing education and research, was looking to:

  • Build strong brand awareness among Chinese students and their parents, as they start their university selection process.
  • Generate positive User Generated Content & social buzz to help boost Feb & Sep 2021 intake applications in a unique environment.

Our Strategy

In order to generate the best possible ROI for a GenZ focused campaign , we sourced a KOL with a talent for storytelling who had an authentic connection with the University. , we focused on targeting potential student audiences, by:

  • Create a video highlighting strategic talking points, taking advantage of high impact storytelling content styles. Showcasing Surrey student life, facilities and the campus.
  • Leverage video as the core asset in a digital campaign targeting Chinese prospective students.

What We Did

To stand out in a competitive market and achieve strong top-of-mind awareness, we needed to give the University of Surrey a unique and comprehensive brand story, and a campaign that filtered through multiple channels and touchpoints. We achieved this by:

  • Sourcing and booking of KOLs that matched Surrey’s brand, target audience, and objectives, with authentic brand connections wherever possible.
  • Creation of an “on campus” video, including storyboarding, management, and distribution.
  • Creation of assets and campaign content for Chinese social media platforms.

Results

  • Video views 2.7 million
  • Total Engagements: 4,795+
  • Shared: 1,748 times
  • Comments: 800+
  • 75+ positive student reviews have been posted online as a result of the campaign, building student confidence in choosing the University of Surrey.

Tags

video marketing
Influencer Campaign
China
social media
Video Promo

Clients

University of Surrey