Elevating online reputation for an educational institution through creative social media campaigns

The Chinese University of Hong Kong

Established in 1963, the Chinese University of Hong Kong (CUHK) has a proud heritage of outstanding research addressing some of humanity’s major challenges, with four areas of research focus spanning China studies, innovative biomedicine, information and automation technologies, as well as environment and sustainability.

CUHK’s Facebook, LinkedIn and Instagram accounts are used to communicate different kinds of school events and research achievements. To resonate with students and reach a wider international community, especially the business and higher-education industry, Sinclair was appointed to advise the social media content strategy with advertising campaigns and creative content, showcasing CUHK’s values.


Storytelling Crafted monthly thematic content campaigns to tell CUHK’s story from different perspectives, including personal stories, university life, culture and history.

Insight Delivered a comprehensive social media handbook covering best practices, visual templates, tone and manner and content creation to ensure CUHK keeps abreast of industry best practices.

Visual Developed sets of visual templates that align with brand colours. These templates create a distinctive look and feel, raise the audience’s awareness and provoke brand recall.

Engagement Boosted audience engagement by making good use of trending content formats including Reels, polls and bite-size videos. Some thematic campaigns also included giveaways and interactive Instagram stories to encourage audience participation.

Amplification Used advertising campaigns to increase reach, engagement, video views, profile visits and follows from targeted audiences at the lowest cost possible.

CUHK campus with a floral foreground
average monthly growth rate across LinkedIn, Facebook and Instagram
icon reach
9.6 million
accounts reached on average per month
reactions, comments and shares on average per month
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