Scoring a 100% with Chinese Fans

Case Study GMAC

The Graduate Management Admission Council

(GMAC) is responsible for the graduate business

school entrance test, the GMAT. Accepted by nearly

6,000 programs worldwide, it is the most widely

accepted exam to measure the skills for a graduate-

level study of business and management.

As China’s business sector continues to expand,

Chinese nationals with an MBA are in high demand,

and the amount of Chinese people taking the exam

has risen dramatically. In 2013, Chinese nationals

accounted for 20% of all the GMAT tests taken

GMAC wanted to create a more social experience for a

Chinese customer on their China site and drive direct

conversions to the English site, while still maintaining

the fluency of the product

but because the GMAT is relatively

new in China

and there’s a language barrier...

你会说中文吗？

They turned to MAILMAN for help

150+questions posted

on the website

per month

The result75k

social media followers

across Sina and

Tencent Weibo

15k+Reposts and comments on

Sina Weibo in 1 year

Engagementused social media

channels to seed content

& start conversations

Campaignspromoted the GMAC

brand through apps,

resources, & contests

Websitecreated Chinese website

to educate & involve

the expanding fanbase

How we did it...

The site acts as a thought leader for graduate education while positioning the

GMAT exam as the premier graduate examination test

We harnessed the influence of Key Opinion Leaders

(KOLs) and posted relevant content on Chinese

social media to drive engagement

With Mailman’s help, GMAC now has over

75k social followers across Chinese social

media, an engaged Chinese website, and

most importantly, an established voice in

China

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Socializing Business

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