Driving Student Recruitment for a Foreign University

Wow Effect Communication
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FPT University in Hanoi, Vietnam, engaged us to run a campaign to drive Nigerian students to enroll in their master’s program.


FPT University, Hanoi, Vietnam wanted to grow their foreign student population and they identified Nigeria as a likely source for foreign students. The university engaged us to run a campaign to drive Nigerian students to enroll in their software engineering and computer science programs.


We designed an integrated digital marketing strategy. The first issue we confronted was the fact that Vietnam was not a country that Nigerians were familiar with and the few that knew about the country only knew about the Vietnam war.

We developed a two-pronged marketing strategy:

  1. Promoting Vietnam as a fast-growing, peaceful and black-friendly country.
  2. Positioning FPT University as a cutting-edge university with global renown.

Sponsored stories were placed on relevant educational platforms. We deployed targeted banner ads on Facebook and Google display network. Clicks were directed to a dedicated and highly optimized landing page. Marketing automation via Mailchimp was used to nurture the leads through the funnel.


  • 60,000+ leads generated
  • 200+ Nigerian students enrolled at FPT University