Singapore Airlinex X National Geographic
THE BRIEF
National Geographic, in collaboration with Singapore Airlines, launched the National Geographic Uncharted Adventures Instagram Photography Contest to inspire travel across Southeast Asia while encouraging the creation of user-generated content (UGC) that could be leveraged across both brands’ marketing channels.
The campaign was open to participants across Southeast Asia and aimed to generate widespread engagement through photography-focused hashtags and community participation. Plexxie was tasked with driving campaign awareness and generating a minimum of 1,500 contest entries within a tight 21-day campaign period.
To achieve this, the campaign required a comprehensive digital strategy that would effectively reach photography enthusiasts, travellers, content creators, and aspiring photographers throughout the region.
OUR SOLUTION
Plexxie developed and executed a multi-channel campaign strategy designed to maximise participation and encourage large-scale user-generated content submissions.
A key component of the campaign’s success was Plexxie’s ability to tap into its existing creative ecosystem. Through @plexxieglobal, which has cultivated a strong following of photographers and content creators across Asia, we were able to directly reach a highly relevant audience for the contest. This was further supported by our extensive network and email database of creative professionals, enabling us to maximise campaign visibility and drive large-scale participation throughout the region.
We managed the campaign end-to-end, including content promotion through our social platforms, strategic advertising campaigns, outreach to key opinion leaders within the photography industry, engagement with participants throughout the campaign period, and the shortlisting of entries for final selection by National Geographic and Singapore Airlines.
Through a combination of targeted audience engagement and strategic amplification, we successfully expanded the campaign’s reach well beyond its initial objectives.
THE RESULTS
Our partnership with National Geographic and Singapore Airlines significantly exceeded campaign targets, generating thousands of high-quality user-generated content submissions from participants across Southeast Asia within just 21 days.
Key Results
- 6,111 Total User-Generated Content Entries Generated
- 3,501 User-Generated Content Entries for #UnchartedAdventures
- 2,610 User-Generated Content Entries for #WorldClassAt30kFeet
- Over 4x the Original Target of 1,500 Entries
- Campaign Successfully Executed Across Southeast Asia
- Large-Scale Community Engagement Within 21 Days
Through strategic campaign management, influencer engagement, paid advertising, community building, and creator outreach, Plexxie successfully transformed the contest into a highly engaging regional campaign that generated thousands of authentic travel and photography content pieces for both brands.
- 3,501 UGC Produced for #UnchartedAdventures
- 2,610 UGC Produced for #WorldClassAt30kFeet
- 6,111 Total Entries via UGC in 21 Days
