User-Generated Content Campaign – “Share Your Safari Moment”

Client: Luxury Tour Operator

Project Type: Social Media Strategy, UGC Campaign, Community Engagement

To deepen brand connection and grow a more engaged digital community, I conceptualised and led a user-generated content (UGC) campaign that celebrated the voices of our travellers. The campaign invited past clients to share their most memorable travel moments using a branded hashtag across Instagram, Facebook, and Pinterest.

Working closely with the marketing and design teams, I developed a cross-platform content calendar, a UGC visual style guide to ensure brand consistency, and platform-specific copy frameworks tailored to each channel’s format and tone. This included story prompts, caption starters, and clear calls to action that made it easy and enjoyable for clients to participate.

The campaign was designed to do more than collect photos—it aimed to harness the emotional power of authentic storytelling. Every submission was an opportunity to strengthen our brand narrative through the eyes of our travellers. Selected UGC entries were featured on our social channels, newsletter, and blog, turning clients into active brand ambassadors.

Key Components

• Branded Hashtag Campaign: Created a memorable hashtag to unify submissions and improve discoverability.

• Visual & Copy Guidelines: Developed UGC toolkits including do's and don'ts, caption examples, and story prompts.

• Content Calendar: Built a multi-platform schedule to guide frequency and format, timed with peak engagement periods.

• Client Spotlight Series: Featured standout submissions with short narratives to enhance emotional impact and encourage others to share.

• Rights Management: Implemented a clear opt-in process for content usage, ensuring long-term value of submissions.

Marketing Channels

• Instagram & Stories: The primary platform for UGC collection, featuring grid posts, carousel roundups, and Highlights.

• Facebook: Used to drive participation from returning clients and encourage long-form captions and travel tales.

• Pinterest: Showcased visual storytelling with themed boards featuring UGC collections (e.g. “Safari Sunsets,” “Family Adventures”).

• Email Marketing: Invited past travellers to share content, spotlighted submissions, and kept the community engaged.

• Website Blog: Featured curated galleries and client Q&As, turning visual content into longer-form storytelling.

Success Metrics

Engagement Metrics

• Increase in hashtag mentions across platforms

• Boost in post saves, shares, and comments on UGC content

• Higher engagement rate compared to brand-only content

Reach Metrics

• Organic follower growth during campaign period

• UGC-driven impressions and reach across platforms

Content Metrics

• Volume of high-quality, rights-cleared UGC submissions

• Number of reusable assets added to content library

• Growth in branded content archives for future use

Brand Advocacy Metrics

• Increase in repeat client participation

• New content creators tagging the brand organically

• Positive sentiment and feedback in comments and DMs