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?

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 they are optimized together. Continuous testing of both content and advertising settings is often necessary to achieve the best performance.