Case In Point – UCLA CNSI

Situation:

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

Challenge:

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.

Action:

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)

         Screen Shot 2016-05-14 at 5.00.20 PM

  • 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.Screen Shot 2016-05-14 at 5.10.21 PM
  • 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.

         Screen Shot 2016-05-14 at 5.11.58 PM

 

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.

Result:

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.

 

JD

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