Bilibili (哔哩哔哩), often referred to as "China's YouTube," has rapidly evolved from an anime-centric platform to one of China’s leading video-sharing communities. Founded in 2009, Bilibili now caters to a diverse array of interests, including gaming, education, and lifestyle content. As of the second quarter of 2024, Bilibili boasts over 102 million daily active users (DAUs) and 336 million monthly active users (MAUs), with the average user spending around 99 minutes per day on the platform—an impressive metric that underscores its user engagement.

Sunrise Tours embarked on an exceptional recruitment tour across China in April, providing international recruiters with valuable insights into the latest developments in the country's education landscape. Visiting 6 captivating cities and 22 international schools over two weeks, the tour facilitated meaningful connections with prospective students and equipped recruiters with up-to-date knowledge of emerging admissions trends.

In today’s competitive landscape, universities are increasingly seeking innovative strategies to enhance their international recruitment efforts, particularly in key markets like China. Due to China's unique internet ecosystem, leveraging local platforms is essential for effective outreach.  Tulane University’s Freeman School of Business partnered with Sunrise to develop a targeted digital marketing strategy to attract Chinese students. This case study examines the multi-platform campaign and highlights how Sunrise's tailored approach delivered measurable results.