Context & Challenges
When housing brands Here! and Kampus approached TONG to launch their China market campaigns, our creative team was tasked with interpreting and localising two distinct brand experiences for different audiences.
A key challenge was ensuring that the differing identities of the PBSA (Purpose Built Student Accommodation) and BTR (Built to Rent) offers was communicated effectively, highlighting the USPs and distinct offers of each. Meanwhile the core KPI being securing bookings meant that a focused approach to all marketing spend was critical.
Strategy & Execution
Our first step was branding. For PBSA operator Here!, we built a China-facing brand proposition that resonated with younger social media users on RED, Douyin, and Bilibili. We developed a Mandarin brand bible and Tone of Voice guide, launched official Chinese social channels, and created a China-hosted Mandarin website. As the Y2K aesthetic began trending on Chinese social media, we integrated this style into giveaways and advertising creative, quickly generating thousands of engagements among our target student audience.
For both Here! and Kampus, we crafted comprehensive media strategies to amplify content and drive reach across key platforms. Campaigns featured brand videos with Chinese models and influencers, ensuring authentic representation.
Recognising the importance of community, we complemented online activity with offline touchpoints such as airport pickups and resident parties during cultural moments like Chinese New Year, reinforcing the welcoming atmosphere international students could expect.
We carefully differentiated positioning:
- For Here!, our tone was playful, youthful, and fun — designed to attract undergraduate and postgraduate students.
- For Kampus, we applied a more mature, aspirational approach to appeal to young professionals and students seeking a premium BTR lifestyle.
This nuanced strategy paid off. Kampus achieved such demand that enquiries continued into the second year even after selling out, with recognition in China strong enough that a Shanghai estate agent compared local apartments to Kampus in Manchester. For Here!, localised branding and targeted campaigns translated into increased enquiries and direct bookings throughout the cycle.
Results
Through tailored localisation strategies, TONG successfully built distinct brand presences for both Here! and Kampus in China, delivering measurable sales results while shaping long-term brand equity.
