Just came back from China after a busy and rewarding trip with Dr Michael Gray and 袁歆 Zoe Dillow
18 months ago, when we started developing a Xiaohongshu presence around Dr Gray's voice and perspective as a Head, the aim was simple: to create a more direct connection between a UK school and Chinese families.
Over the months, there were videos to film, livestreams to host, messages to answer, parent questions to respond to, and communities to build. Like most long-term projects, progress often felt gradual.
This trip felt different.
Traditionally, when UK schools visit China, they do so as participants—attending exhibitions, joining agent events, or meeting families through third-party platforms.
This time, the school wasn’t joining someone else’s event.
The school was the reason people came.
In Chengdu and Guangzhou, we met families who had been following the account for months. We also spoke with school leaders interested in future collaboration and student programmes.
What made these conversations possible wasn’t a single event or marketing campaign. It was the trust built through months of consistent communication.
That was the real takeaway for me.
A school’s social media presence is not simply a marketing channel. At its best, it becomes an asset that allows the school to build direct relationships with families and partners—without relying entirely on intermediaries.
When that happens, opportunities begin to emerge naturally: student recruitment, school partnerships, and meaningful conversations that may develop into something bigger.
This trip felt like a small but significant example of what that can look like in practice.
A huge thank you to Dr Gray for his trust and commitment throughout the process, and to everyone we met along the way.
I'm excited to see what comes next.