Case Study: American School of Paris achieves 30% Instagram follower growth and higher engagement with Finalsite

American School of Paris Fuels Social Media with User-Generated Content

American School of Paris faced the common challenge of maintaining a sustainable social media presence across multiple audiences with limited time and resources, and declining organic reach on platforms like Facebook. Seeking an easy-to-manage, high-impact approach, the communications team targeted Instagram — a key network for teens — to keep the school community connected over the summer.

They launched a user-generated content campaign, #RebelsUnitedAroundTheWorld, asking students, staff and alumni to post photos wearing a school t‑shirt while traveling; the school curated and reposted submissions. The simple hashtag-and-shirt strategy generated authentic global content (100+ posts from many countries), boosted Instagram followers by 30%, drove strong engagement and school spirit, and set up prize incentives to sustain momentum into the new year.

American School of Paris

Janet Rubinstein

Communications Specialist