• Business Objective

    Create UGC for Visit Utah


  • Results
    • 363 total participants
    • 21K exposure
    • 104K hashtag reads
  • Our Approach

    We analysed previous Weibo challenges and found that Chinese love to test their ability to contort and do other out-of-the-ordinary things with their body. Since Chinese tourists are so interested in the outdoors, we promoted Utah’s brand as an outdoor haven with our “Out-Arch Me” challenge. This UGC campaign emphasised the natural arches in Utah’s national parks by challenging Weibo users to “out-arch” each other, sharing a photo of themselves in their best arch pose. As a result, over 360 people found themselves bending over backwards for Utah, literally.