MELBOURNE LAW SCHOOL AWARENESS CAMPAIGNS
Sina Education Advertorial:
In order to organically create strong brand awareness in China, China Social Solutions created an advertorial piece about student experience based on Melbourne Law School’s requirements and published the article on one of China’s largest education channel: Sina Education. The article was listed as recommended content on Sina Education’s homepage, as well as shared with 5 million Sina Education followers on Weibo.
Weibo Newsfeed Video Banner:
As Weibo has become the largest short video sharing platform in China, China Social Solutions recommended Melbourne Law School to use an engaging video to attract more organic shares and drive traffic to its Chinese landing page. The result was above expectation. Nearly 1,000 interactions (shares, comments and likes) and more than 1,500 clicks were generated within 7 days.
Weibo Search Keyword Takeover:
With more and more authentic and genuine contents are created on Weibo, an increasing number of people start to use Weibo as their preferred search engine for peer generated contents. Hence, China Social Solutions recommended Weibo Search Keyword Buyout for Melbourne Law School taking over the term “留学” (study overseas) for 3 months. Within the campaign period, more than 1.5 million users have searched the keyword on Weibo; each of them was greeted by Melbourne Law School’s banner, Weibo account recommendation and sponsored content as the top search result.
MELBOURNE BUSINESS SCHOOL WEIBO MANAGEMENT
Optimizing the background picture to make the University of Melbourne (Faculty of Business and Economics)’s Newsfeed stand out. Also adding a cover picture to show the Faculty’s psychical appearance.
Adding a slide show to link Weibo Home Page with the faculty’s website, web pages of current events and the faculty’s other social media presences (e.g. Instagram). Adding a promotional video to provide a comprehensive view for prospective students.
Integrating social identities:
We worked together with the faculty’s marketing team to localize their current social media marketing strategies and contents for Chinese audience, in order to create a consistent brand image across different platforms.
By opening up Fans Service Platform, students can easily find information they need by clicking options within the inbox window or simply inboxing the faculty’s Weibo account with a keyword. For example students can send “library” to the Weibo account and get library opening hours back immediately.