The 10th session of the “From Insight to Impact” Webinar series of Study in Greece featured PingPong Digital, a renowned international digital marketing agency specialising in the Chinese market and emerging digital platforms.
With the informative presentation titled “How Universities Can Effectively Reach, Engage and Convert Chinese Students in a Rapidly Evolving Digital Landscape,” the discussion provided a practical and up-to-date overview of China’s distinct digital environment and what it means for international student recruitment.
As China’s online ecosystem differs significantly from Western platforms, Greek universities must adopt tailored strategies to build trust, visibility, awareness and engagement. The webinar showcased points of entry into the local student population through social media and guidance on aligning digital activity in China with broader institutional recruitment objectives.
Participants gained actionable insights into platform selection and content development, supported by real examples from collaboration with UK and international universities. The Q&A session that followed the presentation provided meaningful information on how to shift existing content into Chinese social media standards, increasing visibility within the Chinese audience and the areas that Greek universities can focus on to engage with prospective students from the area.
Key Takeaways
- Overview of the Chinese digital ecosystem and how it differs from Western platforms
- Building brand trust and visibility on platforms such as WeChat, Weibo, Xiaohongshu (RED), and Douyin
- Best-practice approaches to organic content and lead generation
- Supporting offer-holders and improving conversion through targeted messaging and owned channels
- Common pitfalls in Chinese digital recruitment and how to avoid them
- Aligning China-focused campaigns with wider international recruitment strategies
Live Event on Youtube – Presentations
About PingPong Digital:
PingPong Digital is an international digital marketing agency specialising in the Chinese market and emerging digital platforms. The agency works with over 100 higher education institutions globally, supporting universities in developing student recruitment, brand positioning, and conversion strategies tailored specifically for China.
As an official partner agency of major Chinese platforms including WeChat, Weibo, ByteDance, and Baidu, PingPong Digital provides direct platform access, compliance-led campaign execution, and advanced performance optimisation. With established teams in the UK and China, the agency delivers structured, locally informed, and data-driven digital marketing solutions.
Speakers:
Toni Kostanic
Co-Founder, PingPong Digital
Toni Kostanic is Co-Founder of PingPong Digital and brings over a decade of experience supporting higher education institutions across Europe, the US, and Australia. He has led digital recruitment strategies tailored specifically for the Chinese market and works closely with major Chinese platforms to design effective engagement and conversion campaigns for universities worldwide.
Simon Lin
Senior Account Manager, PingPong Digital
Simon Lin works closely with universities on the planning and delivery of Chinese digital marketing campaigns. He oversees strategy execution across organic social media, paid media, and lead generation initiatives, ensuring alignment with recruitment cycles and measurable performance targets. His expertise includes student journey optimisation and cross-platform campaign management within China’s dynamic digital landscape.
