From Clicks to Campus: Elevating Deakin University’s International Student Recruitment in China and Vietnam with Brand Catalyser
In China, RED emerged as the highest-performing platform in terms of cost efficiency and conversion quality. Native feed ads resonated strongly with female Gen Z audiences, integrating lifestyle storytelling that aligned with Deakin’s academic image and Australian campus experience. Search ads on RED played a crucial role in capturing high-intent users actively searching for terms such as “澳洲留学” (Studying abroad in Australia), “迪肯大学” (Deakin University) and “留学城市推荐” (Recommended city for overseas studies), leading to high-quality leads with strong engagement rates.
Baidu SEM served as a key bottom-funnel component, capturing broader organic search behaviour and driving additional conversion opportunities. This complemented RED’s high-intent audience, reinforcing Deakin’s presence during the final stages of student research and application consideration.
WeChat was deployed for nurturing and deeper storytelling. Through curated official account articles and interactive carousel Moments ads, Deakin was able to sustain ongoing engagement and build trust with students and parents throughout the application timeline.
Douyin, China’s leading short video platform, was used strategically to amplify awareness during key campaign milestones such as application deadlines and global rankings announcements. The platform’s wide reach helped expand visibility among younger audiences who were not yet considering Australia or Deakin specifically.
A consistent thread across both markets was the use of native storytelling – content that seamlessly blended into users’ daily media consumption. Rather than relying on generic promotional messages, the campaign featured authentic student voices, lifestyle imagery and programme highlights delivered in a format that felt personal and trustworthy.
Success in both markets stemmed from a deep understanding of platform culture, content preferences and audience motivations. By trusting local platforms and embracing cultural nuance in both creative and execution, Deakin was able to move beyond basic visibility and achieve genuine engagement and trust.
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