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 These Ads?

Baidu Ads Are a High-Intent Environment

Unlike social media platforms, Baidu Ads operate in a high-intent search environment. Users are already actively searching for services, and decisions occur almost instantly once they feel they’ve found what they’re looking for. 

On Baidu search pages, the user journey is usually:

Stop → Evaluate → Click

Because of this, the role of creative design is very direct: Capture attention quickly, establish trust immediately, and guide users toward action.

Strong Visual Impact

On Baidu search pages, image ads are relatively small, so strong visuals are essential for capturing attention early on.

Clear Value Proposition

Capturing attention is only the first step. Once users notice an ad, they need to understand its value immediately.

For search ads, a clear value proposition often matters more than clever copywriting. Users want to know what the service is, why it is relevant to them, and what benefits they will receive.