University of Newcastle

Big in Shanghai

How do you get famous without facebook? This was the challenge dealt to us by the University of Newcastle’s School of Architecture and Built Environment. With the most satisfied graduates in all of NSW, their potential to attract more international students is huge.

We started with research, interviewing current international students and stakeholders from UON Global in Beijing and Sydney. Their insights as well as market trends told us that China was the biggest untapped market for the school, but with our main social media channels being blocked in China, how do you recruit students without using facebook… or twitter… or Instagram? Use the Chinese equivalent of course… little old WeChat with 889 million active users.

We prepared a marketing strategy providing direction on what, when, and how to communicate with prospective architecture students in China, the key being authentic student stories – real and sharable with humour and personality. This video we created showed a day in the life of Yen Yin, a Chinese Malaysian UON architecture student. Coffee, beach, studio, repeat.

Results: the video launched on WeChat earlier this month and will be presented by UON architecture staff during their Chinese visits, watch this space!

Check it out here.

Direction: Katherine Williams

Editing: Josh Bruce

Production: Ben Matthews

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