How to make IED’s educational offering more accessible and relevant for Chinese students
The Istituto Europeo di Design set out to enhance its visibility and appeal among Chinese audiences, particularly among students interested in international educational programs in the fields of design, fashion, communication, visual arts, art & restoration, and cinema. To achieve this, it was essential to improve digital communication by optimizing channels and content to address the concerns, needs, and expectations of Chinese students.
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The challenge
The project was born out of the need to address strategic gaps in communication with the Chinese market:
The lack of official and verified channels dedicated to Chinese audiences
Fragmented access to reliable information for Chinese students interested in IED
A misalignment between the brand’s global identity and the expectations of Chinese users
A perceived distance or inaccessibility of the educational offering, due to linguistic, cultural, and procedural barriers
These challenges made it difficult for IED to establish a direct and engaging dialogue with prospective Chinese students, limiting the effectiveness of promotional and guidance activities.
The solution
To address these needs, we implemented a multichannel strategy aimed at potential Chinese students interested in international design programs.
Presence on WeChat: Informative content designed to provide clear and direct answers to the questions of potential Chinese students and their parents.
Xiaohongshu (REDnote): Showcasing the IED experience through visual storytelling, mini-guides, and lifestyle content dedicated to the campus and student life.
Video Shooting & Editing: Production of a series of videos optimized for different social formats, developed together with Chinese students and focused on authentically narrating their daily life and academic journey at IED.
Advertising Campaigns: Targeted advertising campaigns on WeChat and Xiaohongshu (REDnote) increased IED’s visibility among a well-defined audience.
Focus on: Video Shooting & editing
In collaboration with a Chinese student from the Jewelry Design program, we produced two videos showcasing a typical day in his life and his educational journey in Milan. The videos feature Chinese subtitles and an immersive direction aimed at creating an emotional connection with the target audience. The shoot was designed to reflect IED’s multicultural identity, using a compelling visual narrative aligned with the expectations of the Chinese audience.