Social campaigns that incorporate user-generated content see a 50% boost in engagement, yet many brands fail to take advantage of the strategy, according to L2’s UGC report. Savvy Luxury Hotel brands not only integrate UGC into their campaigns, but also partner with influencers to share the resulting content – maximizing their reach.
In 2015, Le Méridien partnered with travel photographer Gray Malin to document several of its properties, then encouraged guests to post their own travel photos on Instagram using the related hashtag. Both Malin and the brand shared those submissions on their respective social platforms. Because the photographer’s following was more than five times the size of the brand’s, Le Méridien saw a dramatic benefit, generating 8.8 million impressions and boosting its follower count by nearly a third.
Hyatt Regency organized a similar campaign as part of its New York Comedy Festival sponsorship. The brand created a video series with comedian Iliza Shlesinger and promoted it through Snapchat Discover ads; Snapchat users could win tickets to a Shlesinger show by sharing original “not at home” moments and tagging them with the campaign hashtag. The campaign generated 2.2 million impressions in 90 days on Snapchat, in addition to expanding the brand’s following on Facebook, Instagram, and Twitter. Furthermore, the campaign led to a 17% increase in loyalty program enrollments, illustrating how social engagement can translate into valuable offline results.