Case Study

How York University worked with creators to promote its degree programs

Above engagement benchmarks
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.