UCLA needs to advertise its Application of Nanoscience summer camp program to high school students, including those from China. This is a new program from UCLA’s California NanoScience Institute (CNSI) to teach current high school students nanoscience and scientific methodology.
The program intends to:
- teach students how to approach a problem scientifically
- give students a basic understanding of nanoscience so that they can determine if it would be a major in college
- present a great opportunity for students to learn and interact with peers from around the world, and become a team player
In addition to having a very pressing deadline, the campaign had a limited budget as the client wanted to evaluate how this program would appeal to Chinese students before investing to develop a fully-baked strategy.
They had approached us because what Marcetable aimed to deliver – using a cost-effective marketing budget to perform a quick proof-of-concept in China.
For this campaign, Marcetable developed a three-prone approach to promote the summer program with the given budget:
- Social media – using Wechat (aka. Chinese Facebook) to send high school students program materials with an animated html 5 presentation in order to result interactions and develop awareness. (see examples below)
- Email campaign – spending a smaller budget to send out emails (~1 Million), we wanted to let as many Chinese know about the program as possible, and evaluate their interests by examining key metrics: email open rate/click rate.
- Facebook campaign – we understood that many Chinese parents would actually use VPN services to suppress the great “China Firewall”. We believed they could be a very good customer demographic to target because they were actively searching for new information.
The campaign lasted for about 4 weeks. We started with the email campaign first to develop awareness and to evaluate interests through reviewing metrics, and then staged more targeted campaigns to convert.
In four weeks, we informed over 60K people in China about this summer program. We observed an open/click rate exceeding those from comparable campaigns. In the end, we brought over +1K interested audiences to the program’s webpage.
Additionally, throughout the email campaign, we were contacted numerously by high schools and education agencies in China for future partnership opportunities.