Columbia University

In 2019, Columbia University recognised the need to do more when it came to their online Chinese comms. They wanted to reconnect with their alumni network, improve communication with their existing students and focus on thought leadership to attract better quality applicants.

When we launched Columbia’s WeChat account, they had the most successful launch for an education account that we had seen, really highlighting how high the demand for Chinese platforms was. We have also assisted the University navigate some of the more difficult nuances and sensitivities that can have serious repercussions for any business when dealing with China. We are a trusted partner of the University for anything China related.

 One of the biggest challenges for Columbia University was reconnecting with alumni, many of whom had returned to China and no longer used their U.S. mobile number or gmail accounts. A lack of experience and resources internally made it difficult for any change to take place without an experienced agency on hand.

Using our expertise, we quickly identified the most suitable platforms that Columbia University needed to establish themselves in China. As the official and trusted partner of Weibo and WeChat, we were able to set up and verify their social accounts in just a few weeks.

We laid out a detailed social media content strategy that included story telling for all their Chinese audience tribes. We helped coordinate internal stakeholders, ensuring streamlined communication and trust was built.