Case Study: Pace University Short Video Strategies
China’s international education market is changing quickly. Families are no longer looking only at rankings, they want programs with clear career value and strong return on investment. A recent 2025 Global Student Recruitment Report by Keystone found that 45% of students prioritize “programs,” 35% focus on “universities,” and only 20% put “destination country” first. Research from the Western Returned Scholars Association and the Center for China and Globalization (CCG) also shows that more Chinese students are choosing fields like STEM, AI, and environmental technology.
To meet this demand, Pace University partnered with Sunrise to launch a series of digital campaigns. At the core was a short video strategy built for China’s mobile-first platforms.
The idea was simple: deliver messages where students already spend their time, and tailor them to the unique style of each platform. The result was a multi-platform campaign that boosted awareness, sparked engagement, and connected with families in both top-tier and emerging cities.
Douyin: Telling the STEM Story
Douyin is China’s leading short video platform, with more than 540 million daily active users. For Pace, Sunrise produced a 7-day campaign focused on STEM programs, one of the most in-demand topics among Chinese students.
The creative design matched Pace’s brand identity. Videos featured Pace’s signature blue, paired with a bold title: “Pace University Launches New STEM Programs: Your Gateway to High-Paying Careers.” Iconic campus buildings anchored the visuals, making the content instantly recognizable.
The campaign generated over 45,000 impressions, performing especially well in cities like Zhengzhou, Xi’an, and Chengdu. It gave Pace new visibility in high-potential markets beyond the traditional recruitment hubs.
Bilibili: Reaching Younger Generation
If Douyin is about discovery, Bilibili is about community. It has become a hub for Gen Z students who value authentic, interactive content.
For Pace, Sunrise created H5 posters and short videos tailored to Bilibili’s culture, complete with built-in lead collection forms. The campaign achieved 1.23 million impressions, over 7,500 clicks, and more than 4,000 landing page visits—nearly doubling the number of new visitors compared to earlier efforts.
Why Baidu Still Matters
Short video drives discovery, but search remains critical when families make final decisions. Baidu, China’s largest search engine with more than 735 million monthly active users, was the logical next step.
Over 11 days, Sunrise ran a targeted campaign aimed at 18–30 year olds. The results were clear: 220,000+ impressions and nearly 7,000 clicks. Engagement was especially strong in education-driven provinces such as Guangdong, Jiangsu, and Shandong. By appearing in key searches, Pace reinforced its brand presence exactly when families were actively researching study abroad options.
What It Means for the University
Visibility alone isn’t enough. What worked for Pace was matching the right story to the unique strengths of each platform. Short videos made STEM programs stand out. Bilibili turned interest into real leads. And search ensured families could verify what they saw.
In the end, success wasn’t about pushing messages out. It was about joining the conversation in real time, on the platforms that matter most. Contact us at contact@sunriseinspires.com to learn more about our digital campaigns in China and explore additional university case studies.