SWISS EDUCATION GROUP

Swiss Education Group increased customer inquiries by 3.2X by using engaging ads for Instagram feed and Stories to promote its culinary diploma program and motivate prospective students to request more information.

THE STORY
The home of hospitality

Swiss Education Group is one of the most esteemed hospitality management educators in Europe, offering degree programs, professional courses and summer schools across five locations. It attracts students from all over the world, with 96% of alumni going on to work in luxury hotels.

3.2X

more inquiries, compared to previous campaign

51%

lower cost per conversion, compared to previous campaign

2.7X

higher click-through rate for ads in Stories, compared to feed

Instagram is very effective for reaching prospective students for our culinary school and we wanted to make sure that our campaign was delivering relevant, useful information to the audiences we aimed to reach. We knew that we were on the right track with this campaign, but the actual results surpassed our expectations.
PATRICIA IINUMA, EXECUTIVE DIRECTOR OF MARKETING & COMMUNICATION, SWISS EDUCATION GROUP
THE GOAL
Encouraging student inquiries

Swiss Education Group, in collaboration with digital agency The Reference, wanted to promote its newly launched Swiss Grand Diploma culinary program and prompt prospective students in 19 priority countries to contact the school for more information or download a brochure.

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THE SOLUTION
Getting creative with ads in Stories

Swiss Education Group wanted to use Instagram to reach its core target audience of people aged 17–30 who were interested in hospitality, culinary arts, sommelier training, further study and professional qualifications.

Using professionally produced images and video, Swiss Education Group created four carousel ads for Instagram Stories that shared an inspiring account of what student life is like while studying for the Swiss Grand Diploma qualification, while reinforcing the brand identity through text and visuals. It also created several different video ads and photo ads for Instagram feed. It tested all the ads and used campaign budget optimization, allowed Instagram to automatically select the best version of the ad to display.

Swiss Education Group discovered that the young audience it wanted to reach responded especially well to the ads in Stories format. The April 8–28, 2019 campaign resulted in:

  • 3.2X more inquiries, compared to previous campaign

  • 51% lower cost per conversion, compared to previous campaign

  • 2.7X higher click-through rate for the ads in Instagram Stories, compared to ads in feed

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