About Duke Kunshan University

Duke Kunshan University (DKU) is a Chinese-American partnership between Duke University and Wuhan University, offering globally recognized programs to students from around the world.

As DKU prepared to grow its international undergraduate population, they needed a way to reach and engage prospective students beyond their existing channels.

That meant not just increasing visibility, but attracting the right audience across multiple regions and turning that interest into action

The Challenge

DKU had a clear goal:
increase awareness of their undergraduate programs and generate qualified leads from international markets.

But the challenge wasn’t just reach. It was precision.

They needed to:

• Connect with students, parents, and educators across multiple countries
• Tailor messaging to different regions and audiences
• Guide users from first click to conversion in a way that felt seamless
  
  

All within a limited recruitment window.

Our Approach

We started with discovery.

Working closely with DKU, we mapped out their programs, audiences, and existing content to understand how prospective students were currently engaging and where gaps existed.

From there, we built a campaign strategy focused on clarity, relevance, and conversion.

This included:

• Defining target audiences across Asia, North America, Europe, and Oceania
• Conducting keyword research aligned with student intent
• Mapping user journeys from search to application

Rather than sending all traffic to a single destination, we created tailored paths designed to meet users where they were in their decision-making process.

What We Delivered

To support the campaign, we developed a full ecosystem of landing pages and ads designed to work together.

• 20+ unique landing pages, each aligned to specific audiences and messaging
• Multiple variations for A/B testing and ongoing optimization
• 700+ ads across tightly structured campaigns and ad groups
  
  

Each element was built to reinforce the next, creating a consistent and focused experience from first click to conversion.

Implementation & Optimization

With a tight 3-month recruitment window, the campaign required continuous attention.

We monitored performance closely and adjusted in real time to improve results.

Over the course of the campaign, we:

• Increased click-through rates
• Reduced cost per click
• Refined messaging based on performance data
  
  

This iterative approach ensured DKU was getting the most value from their ad spend while maintaining momentum throughout the recruitment period.

The Results

In just three months, the campaign delivered strong, measurable outcomes:

• 55,771 clicks from targeted international audiences
• 878 conversions from prospective students
• 6.13% click-through rate across campaigns
• 20+ landing pages and 700+ ads working together as a cohesive system
  
  

More importantly, DKU gained a scalable digital approach to reaching and converting international students.

Looking Ahead

This campaign laid the groundwork for ongoing digital recruitment efforts.

By combining targeted advertising with tailored landing experiences, DKU was able to move beyond broad awareness and create meaningful engagement with prospective students worldwide.