• Business Objective

    Create a buzz about Utah experiences through UGC


    • 439 participants
    • 166K impressions
    • 222K hashtag reads
  • Our Approach

    We asked Weibo users to share a photo of their experience travelling in Utah while using our dedicated hashtag. Unlike many UGC campaigns, not everybody could participate in this. Only individuals who are currently in Utah, or have travelled there, were afforded the opportunity. In doing this, we created a specific and reliable target market while generating meaningful interest from their friends. The winner was to receive an outdoor survival kit which leveraged the Chinese interest in the outdoors.