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Published on

December 11, 2020


Baidu, China, digital marketing, WeChat Marketing

TEAM LEWIS China took home top honours at the renowned Golden Flag Awards by 17PR for Marketing Effectiveness for a digital marketing campaign for client UNSW Sydney. The campaign which stood out from hundreds of others was recognised by the jury for its differentiated content, tailored media tactics, excellent execution and effective communication results.

UNSW Sydney is a founding member of the Group of Eight, a coalition of Australia’s leading research-intensive universities, and was ranked 44th globally in the 2020 QS World University Rankings®. UNSW Sydney is a long-time client and partner of LEWIS.

In order to raise UNSW Sydney’s profile among potential applicants, as well as increase completion rates for applications, the agency built a results-oriented campaign centered around the core demands of potential applicants, analysed their recognition and application paths, , identified relevant channels at each phase of its STDC (See-Think-Do-Care) strategy, and customised content for multiple platforms including Baidu, Douban, Google, LinkedIn, WeChat and Zhihu .

Related: How Much Do You Really Know About Chinese Social Media?

Through continuous optimisation of channels, proactive tracking of the conversion funnel, the campaign achieved results beyond expectation, with the steady increase of two key performance indicators – “start of application” and “completed application” –  recorded during the period. The campaign achieved a total reach of 298 million, 1.4 million clicks on the UNSW Sydney website, and resulted in an eleven-fold increase in enrolment applications for the first term of 2020 in comparison with the last term.

Established by 17PR, the Golden Flag Awards is the industry’s most widely recognised brand communications award in China. In the past 11 years of its history, the Golden Flag campaigns have gone beyond borders and become examples for the progress of communications in China.

The award win signifies the industry’s recognition for the agency’s professionalism and excellence in brand communications and digital marketing.

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