UNIVERSITY OF HULL

The University of Hull needed a clear picture of how its brand was being represented across China's social media landscape — who was talking about them, on which platforms, and what was being said.

 

Before AI-powered monitoring tools became mainstream, Grandpro conducted a comprehensive manual audit of the university's presence across WeChat, Weibo, Youku, Tencent Video, Douyin, and Little Red Book. We identified key accounts and content creators amplifying the university's brand, analyzed the nature and tone of their content, and — critically — flagged a negative narrative that had gone undetected. Our findings and recommendations gave the university a clear, actionable understanding of its China brand presence for the first time.