Snapchat Ads Drive 69% of University of Idaho’s Student Conversions

Turning Challenges into Opportunities

Since 1889, the University of Idaho has been recognized as a top-tier research university that focuses on a variety of topics and issues, including sustainability, cybersecurity, healthcare, and more. While the oldest public university in the state offers a range of appealing academic programs, it needed a fresh strategy when it came to connecting with high school students in Idaho and nearby priority states.

Like any institution of its kind, the University of Idaho faced a common challenge as it sought to increase awareness and drive applications for its undergraduate programs: reaching and engaging prospective students in an increasingly competitive digital landscape.

To tackle this, the school partnered with Carnegie, a leader in higher-education marketing. Carnegie's expertise in data-driven marketing strategies provided the university with the necessary tools for engaging with prospective students more effectively. The university’s goal: boost awareness and inquiries to increase applications and enrollment for the upcoming academic year. Carnegie’s deep understanding of market intelligence, combined with its targeted communication strategies, offered the ideal foundation to enhance the university's outreach efforts.

Leveraging Snapchat to Engage Gen Z

Understanding that Gen Z spends significant time on social media, the University of Idaho, under Carnegie’s guidance, decided to leverage Snapchat’s dynamic and interactive platform. Such an approach enabled the university to reach students where they’re most active and present the campus experience in a visually engaging, relatable way.

The team launched two targeted lead-generation campaigns on Snapchat between August and November to align with the application window. One campaign focused on in-state students while the other targeted priority states. The ads featured vibrant visuals showcasing campus life, academic opportunities, and student experiences, with clear calls to action encouraging users to submit inquiries. The strategy, backed by Carnegie's prowess in digital marketing, effectively utilized Snapchat’s precise demographic and geographic targeting features to ensure the right message reached the right audience at the right time.

Snapchat Dominates as the Top Engagement Platform

Snapchat emerged as the most effective platform for their purposes, driving 69% of all undergraduate conversions. Not only did Snapchat outperform other social media channels in terms of engagement, but it also proved to be cost-efficient: The cost per conversion on Snapchat was 22% lower compared to other social media tactics, demonstrating the platform's value for lead generation.

Additionally, Snapchat played a crucial role in building brand awareness for the university, contributing to 67% of overall undergraduate impressions. This success underscored the importance of meeting students on platforms they use daily and crafting messages that speak to their interests and aspirations. Utilizing a data-driven, student-centered approach, the University of Idaho not only increased its visibility but also enhanced its connection with prospective students, setting a strong foundation for future enrollment growth​.

The key takeaways in replicating this success are clear: understand your audience deeply, choose the right platforms, and leverage data-driven strategies to deliver personalized, compelling messages that resonate. With the right partner and approach, it's entirely possible — and probable — to achieve similar remarkable results.