RISS
Driving enrolment for RISS - Rotterdam International Secondary School's IBCP course through a targeted 3-week Instagram campaign. Developing and executing an organic content strategy reaching 13-17 year-olds the in Netherlands.
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The Challenge
Develop a comprehensive short Instagram campaign emphasising authentic student experiences and educational opportunities with a "people-first" content strategy.
• Limited organic reach on Instagram
• Engage with 13-17 year olds in Rotterdam/Netherlands
• Competition from other international schools
• No paid media budget
What we did
Created a comprehensive 3-week Instagram campaign using student experiences with a "people-first" content strategy. Developed multi-format content mix tested different approaches to identify what resonates with our audience.
Execution:
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Created 21 pieces of content
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Focused on student-visible content with authentic campus life
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Emphasised IBCP benefits: career preparation, confidence, real-world learning
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Implemented concentrated publishing strategy during peak engagement periods
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The Results
18.5k
Impressions
Local awareness and above average for the channel
505
Total engagements
Building a meaningful, engaged audience
14.1k
Story Views
Across 11 content pieces - that's 1.3k views per story
64%
From the Netherlands
Our content was reaching the right audience
Carousel content drove 65% of total engagement despite being only 10% of output, proving strategic content format selection drives results.
The RISS campaign proved targeted organic content drives measurable enrolment results for the education sector. Despite no paid budget, the authentic student storytelling angle generated qualified leads while successfully reaching a difficult-to-reach teenage demographic. Collaborative working with the RISS team ensured authentic representation of school values while achieving business objectives.
