We refreshed a major student accommodation brand on Red and increased followers by 163%

We worked closely with the client's sales team to ensure any leads generated got dealt with and were able to provide 69 leads, generated through organic content.

The Challenge

Urbanest were looking to refresh their identity on Chinese social media and turn the platform into one which would help support with their booking enquiries.

Our content audit on Urbanest’s RED (Xiaohongshu) account revealed that the existing content did not appeal to a Chinese Gen Z audience. The platform had an inconsistent visual identity with messaging that was too sales-focused.

We re-balanced accommodation content with educational and informative content that we knew would be popular with Chinese students who were due to study in the UK. As this content is valuable, we knew it would be shared widely online, promoting the client account as a source of trustworthy and engaging information.

We set up a Digital Creator network among residents, working with Chinese students to create authentic, peer-to-peer video content that showcased their lives in the properties and aligned with our overall content strategy.

Plus, we focussed on the social in social media by actively engaging with our audience, responding to comments and messages, and encouraging discussions on relevant topics.