Challenge:

University of Southern California (USC) enlisted the help of Hylink Digital to increase brand awareness and gain insights into the Chinese market. The school's goal was to use the Games Expo event to showcase its STEM program to potential students and their families through Chinese media, in an effort to attract international students. Hylink Digital was tasked with developing and implementing a strategy to achieve this goal.

Approach:

As the leader of a team of three, I took on the challenge of helping USC increase brand awareness and attract international students through the Games Expo event in China. I worked closely with a team member responsible for Chinese media communication to develop a three-phase campaign that included a pre-event press release, an event featuring a student's story, and an interview with a major Chinese publication. Given the political climate in China, I carefully targeted a media distribution ratio of 40% gaming and 60% mainstream to ensure the success of the campaign. I oversaw the execution of the strategy and negotiated with the media to achieve our goals.

Results:

11 published articles

3 media and influencer collaborations

116,153,900 total campaign reach

$55,375,475 media value of reads