
6X Enrollments for Cambrian College During a Pandemic
Cambrian College is one of 24 public colleges in Ontario, Canada.
Cambrian College reached out to NMG in 2019 to build a strong brand presence in China to drive up the number of applications coming from Chinese students.
Before working with NMG, Cambrian College had no official profiles on Chinese social media platforms. On top of this, there was no brand recognition in China, which meant there was a limited amount of online content accessible on the Mainland. Therefore, students had little chance to learn about the college.
We started marketing on two key platforms first: WeChat and Weibo. Our task was to place the content in front of students interested in studying in Canada, as well as their parents who were also considered key decision-makers.
We helped increase Cambrian College’s enrollments of Chinese international students by 600% from 2019–2021, DURING A PANDEMIC.
“NMG is a productive team to work with. They provide professional marketing services to us, which is essential for us to build our branding in China market.”
– Becky Xu, International Manager at Cambrian College

Increasing Inquires and Conversions: Building CrimsonLogic Brand in China
CrimsonLogic is a leading SaaS company providing trade, supply chain, and digital government solutions. Combining innovative new tech and expert knowledge of global trade laws and regulations, CrimsonLogic provides trade compliance logistics solutions to trading companies. It has a great reputation internationally, and wanted to replicate its success in the emerging industry in mainland China.
CrimsonLogic’s goal was to increase the number of inquiries and brand awareness in China. To help them achieve this, we built a Chinese version of their website to improve the conversion rate and provide users with all the important information. We then installed an online chat tool and synced it with Chinese customer support, so users can submit their queries and get answers faster than leaving a message through a contact form. On top of all this, we created accounts for—and managed—key social media platforms (e.g., WeChat, Zhihu, and Bilibili), created content regularly, and posted it across different platforms. Overall, our content marketing strategy plays a significant role in building the CrimsonLogic brand in China.
In just three months, the number of inquiries went from zero to 70 leads/month, and is constantly increasing.

Driving On-Site Purchases for Microsoft
US search marketing agency Point It was running a successful global search campaign for Microsoft Store, but the only country they needed to activate was China.
They reached out to Nanjing Marketing Group, and we planned and operated the campaign for Chinese search engines Baidu, 360 Search and Sogou.
We met and exceeded the 400% return-on-ad-spend targets we were given, reaching peak returns of 1,200%.
“NMG has been a great partner to complement Microsoft Store’s global paid search efforts in an otherwise challenging market.
NMG is able to quickly adapt to changes with consistent results, while their knowledgeable staff is quick to respond, willing to help, and always on the lookout for testing and growth opportunities.”
– Ben Carson, Global SEM Manager, Microsoft

Driving Student Applications for UNSW Global
UNSW Global provides a pathway program for international students to enter the University of New South Wales.
With the help of Nanjing Marketing Group they built a huge social media following. As one of the first universities to blaze a trail on Weibo, they harnessed the power of Chinese social marketing and generate over 400 inquiries per month.
The returns on this type of marketing are from five to ten times more efficient than the equivalent of paying commissions to education agents.
Plus, by controlling their brand on Chinese social media, it makes it easier for agents to sell UNSW Global.

Generating Enterprise Leads for Palo Alto Networks
Multinational cybersecurity company Palo Alto Networks wanted to grow their business in China, but their SEM department knew it would be hard to run search campaigns in the country. Language obstacles aside, all the search engines are different, which makes even routine operation a challenge. We also knew it would be a challenge to target the ads to focus on the right type of buyer, because Palo Alto Networks sells large, complex enterprise solutions.
We launched and have implemented Chinese search marketing campaigns for Palo Alto Networks, generating 1,700+ leads for enterprise firewall solutions since 2013.

Ramping Up Online Sales for Concept2
Concept2 sells high quality exercise machines. They already had some presence within China and a strong knowledge of how to operate. They just needed some help increasing the traffic and sales for their existing online stores on Tmall and JD.
We launched a Tmall and Baidu ad campaign in 2019. Like most of our projects, it’s important that we cut out the less useful traffic and focus in on the most relevant. We avoided channels, keywords and demographics that were less likely to drive purchases.
They reached profitable return-on-ad-spend within one month.

Selling Pizza for Papa John’s
How can you sell millions of yuan’s worth of pizza at an ROI of 1,000 to 2,000%?
Papa John’s wanted to launch search ads in China, but they wanted to focus on measuring results.
Before starting ads, we helped create a plan to analyse traffic from Baidu ads in Google Analytics’ e-commerce module as well as Baidu’s analytics tool. This allowed the US team and Chinese team to share what we learned and improve results. Then we set out the best-targeted keywords and created tasty campaigns that kept customers coming back.
It became easy to attract both new and returning customers to purchase on-site which helped push up the ROI to between 1,000 to 2,000% on a regular basis.

Generating User Sign-ups for Clicks Research
Clicks Research is a survey company that helps major brands collect anonymous feedback. They work with industries such as beauty & skincare, baby care, food & beverage, pet products, and more. Clicks Research didn’t understand the Chinese market and had difficulty getting feedback in China, so they approached NMG.
The first issue we identified was that, while the free-trial model was popular in other markets, it didn’t encourage users in China to sign up—and it also made them suspect it’s a scam.
Taking this into consideration, we increased the reach of the platform to multiple channels, which in turn, improved its familiarity to Chinese users and raised the level of trust. It also allowed us to gather more information about users of all age groups and their preferences. To ensure we achieve our client’s objectives, we constantly test different approaches to reach out to the target audience.
Our main goal has been to have enough registered users to generate 100–200 participants per product tested. We achieve this through Weibo advertisements, which match specific products to users based on their preferences. We not only generate enough registrations from the campaigns, but have also built an interactive follower base on Weibo.
“Nanjing Marketing Group have been nothing but professional since we began working with their team. The team have been extremely helpful and amenable, considering there is a massive time difference between ourselves. We are ever so pleased with the results that Nanjing Marketing Group have helped us to achieve and in such a short space of time. We shall certainly continue to use Nanjing Marketing Group for future lead generation and online advertising. Thank you!”
– Robert Ayton, Director of Ayton Global Research

Bazaart is a photo editor and graphic design app that helps you easily create beautiful photo collages, professional designs, and stunning collage art.
We created the Chinese name “百色特 Bai-se-te” for the app. The name brings to mind “a hundred colours.”
“We were very satisfied with the service and process and felt that you were very responsive and professional. We also loved the app name options!”
– Gili Golander, Founder and CMO at Bazaart
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