Libby’s Drives Authentic UGC During Thanksgiving With Hashtag Photo Contest

Jessica WilliamsLast Updated: CPG, Food & Beverage, sweepstakes, ugc, UGC Campaigns

As a way of celebrating Thanksgiving, Libby’s is asking followers what they’re thankful for throughout November with a beautifully designed hashtag photo contest.


  • Encourage consumers to create and share UGC using two hashtags
  • Capture valuable audience data and opt-ins for future marketing promotions
  • Drive entries through multiple social channels to maximize campaign reach
  • Partner with three charitable organizations to showcase Libby’s community values


To capitalize from the buzz surrounding Thanksgiving, the much-loved food brand Libby’s is utilizing the Wayin platform and product marketing agency Ketchum by delivering an engaging #CansGiving photo contest this November for its consumers.

The ultimate question Libby’s is asking its followers is ‘What are you thankful for this Thanksgiving?’. To get involved, participants are encouraged to post a photo of what they’re thankful for through to Facebook, Twitter or Instagram using the hashtags #Cansgiving and #Contest. Alternatively, participants can submit their entry through the form provided on the campaign page, and also can opt-in to receive marketing emails, enabling Libby’s to capture valuable audience data.


Using the Wayin platform, Libby’s can filter, curate and publish the best and most eye-catching entries to the #Cansgiving social hub, published to its unique microsite. Visitors to the campaign page can then browse the entries so far, get inspiration, and can retweet their favorite posts.


In order to thank both potential and current customers for their involvement, Libby’s is rewarding ten loyal brand advocates with $350 towards their Thanksgiving meal, as well as an assortment of Libby’s goodies. What’s more, to showcase Libby’s’ community values, each winner has the chance to choose one of its three chosen partners; Meals on Wheels America, City Harvest, and Children’s Hunger Alliance, to which Libby’s Fruit and Vegetables will make a matched donation.


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