THE BRIEF
National Geographic, a subsidiary brand by Fox Networks Group and The Walt Disney Company, created campaign to market the “National Geographic Uncharted Adventures Instagram Photography Contest” on Instagram in collaboration with Singapore Airlines.
The goal of the campaign is to promote travel to South East Asian countries and to build user-generated contents through campaign hashtags that can be used by the brands involved. Plexxie was tasked to generate at least 1,500 entries within 21 days.
The competition is open to anyone living in South East Asia.
OUR SOLUTION
As our own Instagram page (@plexxiesg) has a follower base that are mostly made up of photographers in Asia, we knew we had to include that as part of the strategy. We also have an extensive e-mail list consisting key figures in the creative industries in Asia.
Overall, Plexxie did end-to-end campaign management that also involves social posting on @plexxiesg Instagram page, social media advertising, email marketing, community engagement, engaging key opinion leaders in the photography community in Asia and shortlisting the winners for selection by the brands.
THE RESULTS
3,501 User-Generated Content Produced for #UnchartedAdventures.
2,610 User-Generated Content Produced for #WorldClassAt30kFeet.
6,111 Total Entries via UGC in 21 Days.
- 3,501 UGC Produced for #UnchartedAdventures
- 2,610 UGC Produced for #WorldClassAt30kFeet
- 6,111 Total Entries via UGC in 21 Days
