To capture masses of authentic user-generated content, and to drive continuous engagement throughout the year, Travelex made everyday a campaign day by launching 12 months of seasonal photo contests to engage its followers across multiple channels.
MARKETING CAMPAIGN OBJECTIVES
- Promote unique hashtags each month to encourage followers to create and share inspiring social content
- Drive multi-channel engagement across 12 months using three routes to entry
- Amass valuable audience data and opt-ins for future marketing promotions
12 MONTH PHOTO CONTEST SOLUTION
Whether it be kick-starting the new year with healthy and inspiring user-generated content, counting down the days until summer, or capturing the romance throughout Valentine’s Day, Travelex was committed to driving online engagement through Twitter, Instagram and through its own website with 12 continuous months of seasonal photo contests.
Each month, Travelex introduced a new theme to its followers, where they were encouraged to capture their best photos relating to the criteria provided. From reminiscing on fun holiday moments, to capturing extreme sports action shots, they could submit their entries through any of three unique routes; Twitter, Instagram, or directly through the form provided. To enter through Instagram, participants were simply required to upload their image using the dedicated campaign hashtag, whilst submissions through Twitter also included @TravelexUK. And to enable Travelex to capture valuable audience data that could be reused in future marketing promotions, submissions through the form required participants to submit their personal details, where they could also ‘opt-in’ to receive future email communications.
Post-submission, all entries received through any of the three options could be filtered, curated and published to the social wall for website visitors to browse, be inspired by, and share with their friends. And by using tagging functionalities, website visitors were also able to browse through an archive of photo albums from Travelex’s previous contests.
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