Chapter offers stylish living to students in prime central London locations. Their proposition is unique with a focus on stylish living, membership and a programme of events designed to maximise a resident’s student experience.
Being particularly attractive to international students, Chapter wanted to actively explore direct marketing into one of their biggest international markets, China. We created a Chinese language microsite with Chinese content focusing on the key questions around international student decision-making. We focused on 3 channels for the campaign across Paid Search, Social &Paid Social favouring Baidu, Wechat and Weibo communities.
As well as introducing the brand to the Chinese market, the campaigns resulted in the capture of significant leads. To service this we initiated local live chat to further capture interested prospects at point of intent.