Best University Campaigns to Attract and Convert International Students

Studying abroad is no longer a luxury for the privileged few – it’s an increasingly mainstream choice. By 2025, over seven million students globally are expected to pursue their education across borders.

This upward trend in international mobility presents both an opportunity and a challenge for universities. With increased competition from global institutions and private pathway providers, how can universities stand out and connect with international candidates?

The answer lies in a smart, student-centric approach to marketing. Let’s explore some standout campaigns and strategies that institutions are using to engage, attract and convert international applicants.

University of Leeds – Telling Stories Through Video

Why it works: In an age dominated by visual content, video continues to be one of the most effective ways to connect with students emotionally.

The University of Leeds produced a compelling video that explores the life of an international student on campus. More than a simple tour, it weaves in personal stories, highlights the university’s international ambassador programme, and showcases a sense of belonging.

Lessons learned:

• Videos that tell real stories feel more authentic and persuasive.
• Short-form, mobile-optimised video is essential – over 80% of video views happen on mobile devices.
• Human connection matters – showing student life from the inside builds trust.

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University of New South Wales – Meeting Students Where They Are

Why it works: Successful international recruitment campaigns are never one-size-fits-all. Different regions use different platforms, and smart universities tailor their outreach accordingly.

The University of New South Wales maintains an active presence on Chinese platforms like Sina Weibo to engage with students in their preferred digital spaces. This multilingual, culturally aware approach is a prime example of marketing localisation done well.

Lessons learned:

• Know your target audience’s preferred channels and adapt.
• Keep language accessible and avoid idiomatic expressions that may confuse non-native speakers.
• Cultural relevance improves conversion.

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University of Copenhagen – Creating Interactive Virtual Experiences

Why it works: Virtual tours are invaluable for international students who can’t visit in person. But the best ones go beyond simple 360° visuals.

The University of Copenhagen’s Faculty of Health and Medical Sciences takes its virtual tour further by embedding interactive touchpoints – such as lab walkthroughs, video explainers, and research highlights – within the experience.

Lessons learned:

• Immersive virtual tours reduce uncertainty and increase engagement.
• Interactivity enhances recall and helps convey academic depth.
• Connect the campus with course content, not just buildings.

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University College Cork – Humanising Recruitment Through Events

Why it works: For many international students, face-to-face interactions remain a powerful decision-making tool – even in a digital world.

University College Cork’s presence at international fairs provides students with a personal connection to the institution. Admissions staff and alumni offer nuanced, real-time answers that a website simply can’t replicate.

Lessons learned:

• In-person events still matter, especially when supported by digital follow-up.
• Alumni involvement builds credibility and connection.
• Use international events as a way to test market interest across disciplines.

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Key Takeaways for Your International Strategy

No matter your institution’s size or location, there are consistent success factors when it comes to attracting and converting international students:

• Video content should showcase real stories, not just buildings.
• Social media strategy must be localised, multilingual and platform-aware.
• Virtual tours are no longer a nice-to-have – they’re essential for conversion.
• Human interaction, whether through ambassadors or events, builds trust faster than any brochure.
• Data and segmentation, powered by the right CRM, can help you tailor communication and improve ROI.

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From Inspiration to Implementation

Great international recruitment doesn’t happen in silos. It requires alignment between marketing, admissions and IT – supported by the right technology.

A modern admissions CRM enables universities to:

• Segment applicants by region, interest or lifecycle stage.
• Personalise communication at scale.
• Track campaign performance in real time.
• Collaborate across departments and geographies.