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York University

How York University worked with creators to promote its degree programs

How York University worked with creators to promote its degree programsA list of offline usage options.
75%

Above engagement benchmarks

88%

Below cost-per-engagement benchmark

7.2 million

Impressions across Facebook, Instagram, and TikTok

York University is Canada’s fourth largest university, located in the heart of Toronto. York University has close to 56,000 students, 7,000 faculty and staff, and more than 325,000 alumni worldwide. They are no stranger to social media either, in fact, they have a Twitter following of 21K, Instagram following of 63K, and a TikTok following of 11K. York University has been leveraging social media and the power of creator marketing for some time 

The Goal

The goal of the creator marketing campaign was to encourage high school students and young adults to consider attending York University for their undergraduate or postgraduate degrees. 

The Campaign Strategy

Knowing the target audience was young adults aged 18 to 24, partnering with influential students and alumni for the campaign would be a surefire way to drive consideration. York University worked with #paid to find four mid-sized creators, both students and alumni, to highlight the experience of studying at York University and where a degree might take you. The campaign involved Instagram posts, stories, reels, and TikTok videos, which were then amplified for three weeks using creator licensing.

The Results

York University’s creator campaign resonated really well with students, reaching a whopping 7.2 million impressions and 216,000 post engagements, exceeding the engagement goal by 75%. York University partnered with 4 creators, had 14 pieces of content created, and ran three weeks of creator licensing campaigns achieving a CPE that was 88% below the campaign benchmark. The campaign was a hit among students excited about the possibility of a future at York University.

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General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers.

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General Mills worked with #paid to leverage some of the top health and wellness creators across Canada to grow their voice in the healthy cereal space and change perceptions around whole grains being a healthy cereal option. To ensure their message would resonate, they targeted women between 25 and 54, partnering with four creators on Instagram.

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General Mills was looking to improve consumers’ health perceptions around the Whole Grain product family as a healthier cereal option—particularly among its primary target group of mothers. 

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