Case Study: University of the People achieves major brand awareness and 58% more efficient lead generation with Taboola

University of the People Helps Students in Need Discover Tuition-Free Education with Taboola

University of the People is the first non‑profit, tuition‑free, American‑accredited online university focused on expanding access to higher education for qualified students who face financial, geographic, or political barriers. The university’s challenge was low brand awareness among its target audience—students who lack access to traditional universities—limiting applications and outreach.

UoPeople partnered with Taboola to distribute earned media and program pages, using Taboola’s Data Marketplace audience segments and retargeting to reach and reengage prospective students. In one month the campaign generated 57,000 clicks and 56 million impressions, and Taboola proved 58% more efficient for lead generation than Google, becoming a core channel for UoPeople’s awareness and recruitment efforts.

University of the People

Asaf Wolff

Senior VP of Enrollment