#moretocelebrate: A social media competition feat. Waaffle
Celebration Homes, an Australian home construction company, runs a campaign inviting customers to share updates on their new homes as they were being built. Customers submit photos hashtagged with #moretocelebrate via Instagram and Twitter, with winning entries featured on the campaign website, More to Celebrate.
Aggregated and curated
Waaffle aggregates the tagged content from both social platforms and collates them into a single stream, letting the Celebration Homes team moderate content and hashtag spam with ease.
The beauty of user-generated content
The More to Celebrate campaign taps into the emotional investment of building a home; the anticipation and excitement of seeing it come together. In doing so, it reflects this positivity back onto the Celebrations Homes brand experience.
At a time where audiences are aware and wary of polished studio shots and heavily photoshopped commercial photography, featuring user-generated content gives a more authentic glimpse into what a brand or service can offer. A campaign like this naturally creates brand advocates simply by giving a voice to people already excited about their customer experience.
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