BRIEF
The Associated Board of the Royal Schools of Music (ABRSM) is one of the world’s leading music examination boards. Established in the UK, the organisation would like to expand their presence into the China market. Comms8 was entrusted to raise brand awareness through social media.
STRATEGY
Social media management: With WeChat being one of the most popular social and communication channels amongst the Chinese, we took the lead in setting up an official account on WeChat for the brand to optimise content promotion and managing daily posting.
Targeted content marketing: Targeting niche music learners and exam takers, we developed social media content aligned with the brand identity, including exam-oriented content, short instrument playing clips and exam details.
Associated Board of the Royal Schools of Music (ABRSM) WeChat content management
RESULT
The campaign acquired an average of 20,000-30,000 views on posts, and strengthened the brand’s awareness, particularly amongst the Chinese music industry.