Despite global uncertainties and stricter policies around international student visas, our PBSA and student housing portfolio has continued to grow, working with a growing range of leading providers in the sector and doubling our portfolio this year.
This growth has been powered by innovative marketing approaches and technologies, including WeChat and Xiaohongshu (Rednote) Mini Programs, alongside new advertising channels that enable our clients to better connect with Chinese international students. Strengthening relationships with key partners in the sector and influential members of the UK Chinese community has further amplified the reach and cultural relevance of our campaigns.
Key Highlights from Our Client Work
iQ Student Accommodation – An 8-Year Partnership
For over eight years, we have led iQ Student Accommodation’s China market strategy, spanning digital marketing, customer journeys, community engagement, and strategic partnerships. A standout initiative is the Chinese Student Social Club (CSSC), launched six years ago and now boasting 6,000+ members. In March 2025, we ran a testimonial campaign encouraging students to share their experiences on Chinese social platforms, generating 70+ pieces of user-generated content, reaching 15,000+ views, and directly driving conversions.
We also secured key partnerships with platforms and organisations such as Hungry Panda, Fantuan, China Telecom, Trinity CineAsia, Uhomes, and student unions at Glasgow, UAL, and Imperial College. One particularly impactful initiative was the iQ x Uhomes UK Roadshow, which brought together Chinese students and professionals across sectors including finance, tech, and luxury retail, becoming one of iQ’s largest ever Chinese student engagement campaigns.
In June 2025, a targeted influencer campaign delivered a record-breaking 3 million+ impressions, marking the brand’s best performance to date.
HousingAnywhere – Reaching New Audiences
To increase awareness among Chinese international students, we introduced Bilibili, China’s leading Gen-Z video platform, as a new advertising channel for HousingAnywhere. The campaign achieved 28 million impressions and 100,000+ click-throughs, making it one of the most successful digital activations we’ve run for an accommodation provider.
Thought Leadership and Industry Contribution
We also actively contributes to shaping best practices in the student accommodation sector. Over the past year, we hosted 4 webinars and released 1 industry report, including our 2024 “Chinese Student Life in the UK: Insights and Trends” report. The report provided valuable insights from our survey of Chinese students, offering guidance to providers on understanding and supporting this important yet often underserved demographic.
