To capitalize on its loyal customer base, CamelBak launched a #LivingColorful photo contest to its website, inspiring the creation of authentic user-generated content (UGC) by recognizing and rewarding brand advocates.
Marketing Campaign Objectives
- Leverage consumer content and brand advocacy to ultimately increase sales
- Curate and showcase colorful authentic UGC
- Use the hashtag #LivingColorful to maximize campaign awareness and drive social conversation
Photo Contest Solution
CamelBak decided to brighten things up by asking their customers to get creative and submit their best photos through Instagram or Twitter, using the #LivingColorful hashtag to show how they use their CamelBak bottle. To add a splash of color and authentic social content to the campaign page, CamelBak featured all entries on their social gallery on a dedicated microsite where they were neatly filtered by popular product colors. To support CamelBak’s overall objective to increase bottle sales, the colorful and compelling UGC on the social hub also gave visitors the opportunity to click on a ‘Shop by Color’ call-to-action, which led to a dedicated product page.
To incentivize participation, an Apple Watch Sport, CamelBak bundle, plus other fantastic weekly prizes were up for grabs as a way of recognizing and rewarding brand advocates.
Results
As a result of the campaign, CamelBak managed to not only grow their Instagram followers by 22% but also achieved an impressive 19.92% increase in bottle sales.
