Case Study: International Baccalaureate achieves 69% higher campaign engagement and global UGC storytelling with Stackla

International Baccalaureate Creates Community-Powered Social Campaign to Celebrate 50-Year Anniversary

The International Baccalaureate (IB), a Geneva‑based nonprofit educating over one million students in nearly 5,000 schools worldwide, turned to user‑generated content to mark its 50th anniversary and better connect with diverse global audiences. Faced with the challenge of telling its story authentically—highlighting teachers, students and the breadth of its four programmes—the IB needed a digital, social‑first approach that would resonate across regions and cultures.

Partnering with Stackla, the IB ran the #weareIB campaign to aggregate and curate community posts, display them on an interactive, UGC‑powered global map, and surface influencer content across web, events and emails with minimal development. The campaign generated 979 content pieces, 87 map pins, an 8.9% rise in social followers, 58% higher time on site and a 69% boost in engagement rate; the success has led the IB to make UGC central to future campaigns like #generationIB.

International Baccalaureate

Matthew Shaw

Digital Communications Manager