Project Background
HKU Business School aimed to expand the international reach of its specialised Master's programmes and attract highly qualified prospective students across important overseas markets.
The Challenge
The challenge was to scale international acquisition without sacrificing lead quality. Media activity needed to identify candidates with genuine academic and enrolment intent while supporting high-value conversion events.
Our Strategy
We moved beyond generic application advertising and built a full-funnel lead generation strategy around Webinars, Coffee Chats and Master Classes. Google, LinkedIn and Meta were coordinated across different stages of the decision journey.
Proven Results
- International Pipeline: Expanded the pool of qualified overseas prospects.
- Media Efficiency: Ongoing optimisation and testing improved cost-per-lead performance.
- Event Attendance: Campaign activity supported stronger registration and attendance for high-value recruitment events.