How Nat Geo Achieved 70% Conversion Rate With Instagram Photo Contest

Georgia ScottLast Updated: Media & Publishing

In partnership with, National Geographic utilized an Instagram photo contest to encourage travelers to share their favorite sights and experiences in Switzerland.

Marketing Campaign Objectives

  • Use hashtag to drive UGC creation and sharing
  • Showcase inspiring user-generated content on website
  • Drive visitors to the National Geographic Expeditions page
  • Promote the sponsor

User-Generated Content Social Hub Solution

National Geographic and their sponsor asked travelers to capture unforgettable sights and amazing experiences from around Switzerland for their photo contest, created using the Wayin platform.

To take part, fans were simply required to upload their best shots of Switzerland to Instagram throughout March using the hashtag #LoveSwitzerlandContest along with a caption describing the photo. To increase campaign reach, readers could enter the contest multiple times, and visitors to the website campaign page could interact with and share UGC entries across social, directly from the social hub.

The images were judged on three criteria: execution of theme, (love of Switzerland) creativity and originality and photographic quality. With one lucky winner and a guest being flown by Swiss International Air Lines to Zurich to experience the stunning beauty of Switzerland and the Italian lake district on a 10-day National Geographic Expedition.

In addition, contest viewers were encouraged to learn more about the trip with a call-to-action, driving followers to the National Geographic Expedition page.

As a result, the publisher saw a 70% conversion rate.

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