Great Wolf Lodge had long been a vacation destination loved by families with young kids, but it was looking to change its “bucket list item” perception to boost loyalty among current fans while also enticing new visitors.
With 60% of travelers actively sharing their trip photos to social media and 83% of consumers trusting recommendations from their peers over those from brands, we knew that eliciting shares and conversations was the best way to inspire new and repeat guests. So we launched a user-generated content campaign with a simple prompt: Share your kids’ favorite “Tail” from Great Wolf Lodge for the chance to win a two-night stay. To showcase our fans’ absolute love for the brand, we created a content hub, pulling in submissions from all social channels, and posted Friday Favorites, featuring a standout submission from the week prior. Our eight-week campaign not only generated thousands of pieces of content the brand could repurpose, but it also successfully showed just how much families love Great Wolf Lodge.
• 15K submissions (6x entry goal)
• 126% above engagement rate benchmarks