University of West of England, Bristol (UWE Bristol)

the
challenge

Our focus was to attract more Chinese students to study at UWE Bristol and Higher National Diploma (HND) students were the primary target audience.  Our task was to help UWE Bristol to build more brand awareness and increase enrolment at the university by students from China. 

the
approach

According to our data, one of the biggest anxieties of Chinese students, when considering studying in the UK, was would they adapt to the local culture?  And would they receive enough support locally to help them to settle in?  As students from China rely heavily on digital in their daily lives, we focussed on using a digital campaign to reach out to them; creating an innovative and bespoke strategy to connect Chinese students to the University.  Our big idea was to convey the key message of  “The University you are looking for is looking for you too” to the potential students. Using live-stream technology, we created a comprehensive campaign (online/offline) that connects potential students from China with current Chinese students at UWE Bristol to make them understand the local culture better and build stronger connections with the university. The campaign included an online teaser game, online & offline events and online conversions to help to influence their decision when choosing a university. 

the results

Results for the campaign were really strong. For the live streaming broadcast, we have garnered over 70,000 likes, 35,000 page views and 2,000 conversations.  For the campaign site,  we have accumulated over 70,000 page views, 45,000 unique visits with over one minute average time spent on site.

What UWE Bristol said:

“Bray Leino’s local market expertise was insightful, their approach was well-considered and innovative, and their campaign management was organised, responsive and reassuring. It was a pleasure working with the whole the team.”

 - Natalie Welch, Marketing Campaigns Manager, International