Hult Business School is a globally recognised institution with campuses in London, Boston, and beyond. The school partnered with Terrier Agency to grow its Instagram presence and spotlight its distinctive courses and international campus network to prospective students.
We recruited 101 influencers aligned with the student demographic and distributed branded Hult sweatshirts as a tangible incentive for authentic content creation. Creators published a blend of Instagram posts and stories reflecting their educational journeys, reaching a total audience of 408,123.
The campaign showed how higher education brands can use peer influence to reach prospective students where they already spend time — producing credible, personal content that generic paid advertising cannot match.
Recruiting Students to Recruit Students
Prospective students weigh a peer’s account of student life differently to a prospectus, which is the logic behind running this as an influencer campaign rather than paid advertising alone: 101 creators aligned with the student demographic, given a branded sweatshirt as a tangible incentive, and asked to share their own educational journey rather than a scripted pitch for the school. A mix of posts and stories let creators cover both a considered account of campus life and the more everyday, in-the-moment content that reads as authentic to a prospective applicant scrolling their own feed.
What 408,123 in Reach Means for an Admissions Campaign
A combined audience of 408,123 describes how many people the campaign put Hult’s courses and campus network in front of, not how many applied — an awareness figure for an institution whose actual outcome (enrolment) sits well beyond what social reach can measure. What it does show is that peer content reached a prospective-student audience at a scale that generic paid advertising, aimed at the same audience, could not replicate on its own.
