Campaign extension - Grow your brand through Chinese social media: Participate in the Why Study UK poster campaign

Opportunity

The British Council is currently running a very successful ‘Why Study UK’ poster campaign on the Chinese social media site Sina Weibo.

The campaign is a series of posters documenting successful Chinese alumni and their most positive reason for why to study in the UK. The campaign has generated excellent momentum, reaching over three million Weibo users on our dedicated topic page and generating over 8,000 direct engagements through Weibo users. 

The posters are popular amongst the younger generation of students, easy to read and share and when brought together form a collage of reasons to study in the UK all joined by the hashtag #WhyStudyUK#.

Given the success so far, the British Council would now like to include specific institutions in the campaign. The British Council will work with institutions to create posters which include the most positive reason for choosing to study at their institution. In order to leverage the wider campaign’s success, the posters will be included under the same hashtag and receive priority placement on the site.

Compilations of the posters will be shared across our StudyUK WeChat and StudyUK Weibo account as well as our Alumni UK Weibo account to further the reach of the campaign.

The package:

• One poster published across two Sina Weibo accounts with a combined 150,000 followers
• One integrated post shared across our StudyUK WeChat account with 110,000 followers

Benefits to UK institutions:

• Leverage the success of an on-going social media campaign
• Highlight the most positive reason to study at your institution
• Exposure to a targeted audience with an interest in UK study
• Simple and effective way to increase your brand awareness

To see the campaign in full, please visit the link found here.
To see the Weibo Topic Page, please visit the link found here.

To see examples of the posters please download the PDF attachment.

Participation fee

The cost for UK institutions to participate in the campaign, including one poster published on two Sina Weibo accounts and one integrated post shared across our StudyUK WeChat account is GBP 500.