Client Challenge:

• A world-renowned Russell Group institution, sought to strengthen its presence and attract high-caliber students to its prestigious part-time Master's programs across Hong Kong, the Greater Bay Area, and key East Asian markets including Japan, Taiwan, and South Korea.
• With its dedicated East Asia Centre in Hong Kong serving as a regional hub, the University faced the challenge of navigating diverse digital landscapes, building brand visibility in competitive education markets, and launching impactful campaigns that resonate with ambitious professionals

Our Solution:

As a specialized digital consultancy, Decoder partnered with the University to deliver an integrated, multi-channel strategy focused on recruitment for its Master's programs. Leveraging our expertise in regional digital marketing, creative branding, and OOH execution, we provided end-to-end support including:

• Digital Social Media & Ads Management: Comprehensive management of organic and paid campaigns on Facebook, Instagram, WeChat, and Xiaohongshu, with tailored content strategies, audience targeting, and performance optimization to reach professionals in Hong Kong, the Greater Bay Area, Japan, Taiwan, and Korea.
• Rebranding & Key Visual Design: Developed a refreshed key visual identity that harmonized the University's global prestige with culturally resonant elements for East Asian audiences, including updated graphics, photography guidelines, and campaign assets to enhance brand consistency across all touchpoints.
• OOH Advertising Campaign: Designed and executed a dynamic out-of-home campaign featuring Tram Shelter Wraps, Tram Digital Channels, and Bus Digital Panels in high-traffic areas of Hong Kong, creating immersive, high-impact visibility to complement digital efforts and drive offline-to-online conversions.
• Integrated Analytics & Optimization: Implemented advanced tracking and reporting tools to monitor engagement, lead generation, and ROI across digital and OOH channels, enabling data-driven refinements for maximum effectiveness.

Outcome:

• Enhanced Digital Reach & Engagement: Significant growth in platform followers, impressions, and interactions on WeChat and Xiaohongshu, with paid ads achieving high conversion rates for program inquiries and applications.
• Strengthened Brand Perception: The rebranded key visuals received positive feedback for their modern, aspirational appeal, reinforcing the University's position as a top choice for flexible, world-class postgraduate education.
• Impactful OOH Visibility: The October 2025 campaign generated widespread buzz in Hong Kong, contributing to increased website traffic, event registrations, and enrollment interest from target regions.
• Overall Recruitment Boost: Higher-quality leads, with improved ROI on marketing spend, positioning the University for sustained growth in East Asian student recruitment.