The French  Education Fair is an annual  flagship event connecting French higher education institutions with prospective Chinese students. For the 2025 Guangzhou edition, I led the end-to-end communication strategy during the Fall season, transforming how the event engaged with student audiences across South China. From October to December 2025, I built and managed a campus ambassador network of 10+ student leaders across 45+ universities in the region, guiding them in creating authentic content on WeChat and Xiaohongshu rather than simply distributing posters. I led the creation of brand-aligned promotional materials—posters, copywriting, and video content—ensuring every piece reflected the Consulate’s tone: professional yet approachable, international yet relatable. 

The results: 400+ valid registrations converted to 200+ on-site attendees (50% attendance rate), deep engagement across 45+ key universities in South China. This project encompassed multi-channel content strategy, campus ambassador management, institutional partnership coordination, and brand communications standardization.