How We Built Visibility for the University of Melbourne among Mainland China
The University of Melbourne aimed to effectively reach and engage prospective international students and their parents based in mainland China to increase registrations for its ABP programme. However, standing out from a highly competitive education market required external strategic expertise. To address this, a targeted, multi-channel approach utilising broad display advertising and premium programmatic display placements was deployed across major Chinese digital ecosystems. As a result, the strategy successfully delivered a CTR that was 20% higher than expected.
WHAT WERE THE CHALLENGES?
The brand sought to drive broad awareness and increase registrations for the ABP programme among prospective international students and their parents in Tier 1 cities across mainland China. However, establishing strong visibility within a highly competitive international education market proved difficult. Relying primarily on existing search-led activity restricted overall audience reach, creating operational friction in effectively isolating, identifying, and engaging the target demographic across diverse digital environments.
WHAT HAVE WE ACHIEVED?
HOW WE DID IT?
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As Founder and CEO of EternityX Marketing Technology, Charlene is a pioneering leader in the digital marketing landscape, dedicated to driving growth and innovation. Her role encompasses overseeing the strategic direction of the company, with a strong emphasis on connecting brands to the Chinese market and enhancing their engagement with diverse audiences. Charlene’s unique expertise in digital business allows her to identify key opportunities and efficiently allocate resources, ensuring that brands not only thrive but also build authentic connections with their target markets.