Gallery: Rednote Ads

What Did We Do?

The client’s goal was to increase the number of qualified inquiries from Chinese students and ultimately generate more enrollments.

Content Strategy Support

Camino Barcelona created its own Rednote content, and we provided recommendations on content topics and formats based on what we’d seen work for other educational institutions advertising in China. 

This included suggestions for content introducing 

• the school, 
• student experiences, 
• Spanish language learning, 
• cultural topics, and 
• videos tailored to Chinese user interests (e.g., discounts for Chinese holidays).

Rednote Advertising

Rednote Advertising was the campaign’s core focus.

We tested different types of content, including school introductions, trial lessons, student reviews, and promotional offers. We also experimented with different advertising formats and campaign settings to identify the most effective approach for generating inquiries and lead submissions.

Throughout the campaign, we continuously monitored performance and adjusted the strategy based on the results.

Chinese-Language Customer Support

We provided Chinese-language customer support during China business hours for prospective students to ask questions about courses, pricing, accommodation, visas, and life in Barcelona.

To help ensure timely responses, customer support responsibilities were shared between Nanjing Marketing Group and Camino Barcelona. Our team handled inquiries during China business hours, while Camino’s team continued responding outside of those hours. 

This created a seamless support process and helped reduce the risk of losing potential students due to delayed replies.

What Can We Learn From This Campaign?

Students Need More Context When Considering Overseas Language Schools

For many Chinese students, travelling to Barcelona to learn Spanish involves a significant investment of time, money, and international travel.

Spanish language learning is also still relatively niche in China, meaning many prospective students have limited familiarity with language schools in Spain. As a result, detailed content about the school, its facilities, teachers, student life, and location can help build trust and reduce uncertainty. 

Before comparing courses, many users simply want to understand what the school is like and whether it feels like a good fit for them.

Brands Should Identify Both Direct Needs and Hidden Motivations

When promoting a product or service, brands should not only focus on the user’s direct need but also consider the deeper motivations behind that need.

In this campaign, many prospective students initially asked about course fees, schedules, or visa requirements. Through ongoing conversations, we found that they were also interested in broader questions such as travel opportunities, cultural experiences, and daily life in Spain.

For similar campaigns, this means marketing should not stop at explaining the product itself. If a brand can address both the user’s immediate questions and their underlying motivations, it will be better positioned to earn trust and move users closer to conversion.

Customer support also plays an important role here. Advertising can bring in inquiries, but direct conversations help uncover what potential customers are really thinking.

Rednote Advertising Success Depends on More Than Just Advertising

Unlike many advertising platforms, Rednote Advertising relies heavily on the content itself.

The quality of the content, the format, the topic selection, and the advertising setup can all influence campaign performance. 

Rather than treating advertising and content as separate activities, they both work best when optimized together. Continuous testing of both content and advertising settings is often necessary to achieve the best performance.

What Did We Do?

We managed the full Rednote marketing process for Saint Mary’s, from content planning and creation to advertising campaigns.

Our team created original posts based on the interests and concerns of Chinese families, while also localizing content from Saint Mary’s global channels, such as adapting Instagram videos to feature Chinese-language thumbnails. We then promoted selected content through Rednote ads to reach more prospective students and parents.

What Can We Learn From These Ads?

International Schools Can Build Their Own Audience Beyond Education Agents

Many international schools rely on education agents to introduce them to Chinese families. However, agents usually represent multiple schools, meaning prospective students may be introduced to several competing institutions, and families may not develop a strong connection with any single institution.

By building their own presence on Rednote, schools can directly reach parents who are already interested in their programs. This allows schools to communicate their own strengths, answer questions, and build trust before the application process begins.

Parents Care About Student Safety as Much as Academic Outcomes

Throughout the campaign, we found that parents were especially interested in student safety, campus life, and how schools support students living away from home. 

Concerns such as bullying, personal safety, and adapting to a new environment are particularly important when parents are sending teenagers overseas.

Content featuring student experiences, campus activities, and admissions staff answering questions helps families better understand what life at the school would actually be like and build trust before making such an important decision.

Different Platforms Work Better for Different Customer Journeys

Baidu is effective when users already have a clear problem or question and are actively searching for a solution. However, choosing an international school is a longer decision process. Families research different schools and compare experiences before submitting an application.

In many Chinese families, mothers are often closely involved in education decisions. Rednote is particularly relevant for reaching this audience, with women accounting for around 70% of its users.

As a platform built around sharing experiences and discovering recommendations, it fits naturally with how families research overseas education. 

In this campaign, Rednote generated stronger results than Baidu for reaching prospective families. During one admissions season, Rednote brought six qualified leads, compared with one from Baidu advertising.

Authentic Voices Help International Schools Build Trust

For high-consideration decisions like international education, authentic voices can be more valuable than traditional promotional content.

As AI-generated content becomes increasingly common, real people and real experiences have become stronger trust signals. During this campaign, we prepared a series of interview questions before meeting with Saint Mary’s team in China. We then turned the admissions team’s answers into short videos and promoted them on Rednote.

These videos allow prospective families to hear their concerns and questions answered directly by school representatives, and the content helped build trust and encouraged parents to start conversations.

What Did We Do?

In October 2022, we started building Lizenzero’s Rednote presence, before launching advertising campaigns in 2024 to further expand its reach.

We combined insights from Chinese customer support with Rednote content and advertising, creating practical tutorials, legal updates, and compliance guides based on the questions and problems sellers were actually facing.

We also adjusted advertising investment according to seasonal demand, increasing budgets during peak periods and reducing spend during quieter months.

The account has since grown from zero to 1,695 followers, 15,000 likes, and 5,063 saves across 96 posts.

A five-step guide for Lizenzero

What Can We Learn From This Campaign?

The Best B2B Content Starts with Real Customer Insights

Through managing Lizenzero’s Chinese customer support, we gained direct insight into what sellers needed most.

We found that many users needed clear guidance on how to complete the compliance process. While these steps may seem simple to industry professionals, they were exactly what many Chinese sellers needed to navigate unfamiliar regulations.

These insights provided opportunities for practical Rednote content, including step-by-step image guides and video tutorials explaining the compliance process. These tutorials are updated annually as industry requirements change and promoted through Rednote Advertising.

The results have been strong. As of now, the video version achieved the highest number of views and likes among all content published on the account, generating 178,299 views, over 11,000 likes, and 1,099 saves.

Rednote Ads Can Give Existing Content a Second Life

Content on Rednote does not necessarily lose its value after publication. Advertising can help older posts reach a wider, more relevant audience, even if they did not generate significant results organically. 

From October 2025 to April 2026, Rednote was used to promote Lizenzero’s video tutorial (originally published in January 2025). During this period, the video’s performance grew significantly, surpassing 170,000 views and 10,000 likes.

Timely Chinese-Language Updates Can Build Trust in Complex Markets

When new regulations create demand for specialized services, markets can quickly become crowded with providers.

German Packaging Law creates a challenge for Chinese sellers because much of the official information is not easily accessible in Chinese. By providing timely Chinese-language explanations of regulatory changes, Lizenzero could become a trusted source of information for sellers navigating the compliance process.

This was also an opportunity to include Lizenzero’s company introduction and official endorsements at the end of each Rednote post, which helped users better understand the brand behind the service.

More importantly, the localized content attracted users actively seeking solutions and helped establish Lizenzero as a trusted choice among Chinese sellers.

Great Content Turns Customer Concerns into Action

One successful Rednote post addressed a specific concern among Chinese sellers: warning emails from the German Central Agency Packaging Register (ZSVR).

The post helped users understand what the email meant, highlighted the potential risks, and provided clear guidance on what to do next. 

By turning a potential threat into clear, actionable information, the post generated strong engagement and was further promoted through Rednote Advertising, generating 1,944 likes, 1,726 saves, and 37 comments.

This shows how content can turn customer concerns into action: explain the risk clearly, then give people a practical next step.