User-Generated Content on NovaScotia.com Drives Conversion: Case Study

#VISITNOVASCOTIA

USER GENERATED CONTENT LEADS TO CONVERSION

In August 2015, Tourism Nova Scotia (TNS) introduced the Traveller Photos section on NovaScotia.com. Since then, over 90,000 beautiful, #visitnovascotia-tagged Instagram photos have been displayed on the page, inspiring visitors to continue exploring over 150 different pages on the website. novascotia.com.

While Tourism Nova Scotia's social media channels helped to create buzz around what travellers can experience in Nova Scotia, they wanted to take it to the next level and bring the real images of beautiful landscapes, unique experiences and outdoor activities that were being shared on social media to their website.

Knowing that today’s travellers are more connected than ever before and are using social media while shopping for travel experiences, while at their destination, and now post-travel through sharing reviews and social content, TNS believed that leveraging user-generated content would be their key to success.

They believed this approach would help inspire website visitors to discover the best of Nova Scotia from the perspective of real travellers and stay on the website to learn more. That’s when they discovered Hashtagio, a Canadian-based social media technology company that could bring their idea to life.

Engaging user-generated content that moves website visitors down the path to purchase

The Nova Scotia Tourism and Hashtagio teams worked together to filter through Instagram posts tagged with #visitnovascotia hashtag, pulling the most awe-inspiring and wonderful images of Nova Scotia product, vistas, communities, and experiences.

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User-generated content is then linked a specific page URL in order to guide the visitor down further into NovaScotia.com, and to content about relevant destination experiences and places to go featured in the photo.

HASHTAGIO, SOCIAL MEDIA AGGREGATOR

WestJet chose Hashtagio as their social media aggregator because it enabled them to track and share every social story using the hashtag #WestJetChristmas in real time, from a single platform.

Hashtagio powered a mini miracles social hub right on the WestJet blog, pulling in tweets, photos and videos using the campaign's hashtag. 

Partnering with Hashtagio took WestJet's social media marketing to an entirely new level as website traffic and engagement spiked over the previous year's campaign. 

OBJECTIVES

To better engage with website visitors, keeping them on the website longer, with more pages per visit, and to guide travellers down the path to purchase to industry stakeholder content.

PLAN

To pull user-generated photos of Nova Scotia experiences using the Hashtag #VisitNovaScotia into a social hub within the NovaScotia.com website, with the purpose of connecting the content to more information about travelling to the region or experience.

RESULT

Hashtagio provided Novascotia.com the platform it needed to pull in user generated social content, tag it and organize it in content categories - and successfully drive users to over 150 pages on the website - with a call to action to contact, buy or read more about Nova Scotia stakeholders.

USER-GENERATED CONTENT IS ENGAGING

KEEPING VISITORS ON THE WESTJET CAMPAIGN PAGE LONGER, AND ALLOWING THEM TO SHARE CONTENT FROM ANY SOCIAL NETWORK.


The campaign landing page showcased a live stream of mini miracles collected via social media posts with the hashtag #WestJetChristmas. Using Hashtagio, content was tagged and sorted by location or keyword so miracles could be searched inside the campaign social hub on the WestJet page.

Posts were moderated and tagged by the WestJet command center team in Calgary. 
 
Westjet_logo

The social hub of content could then be re-published by WestJet, and content shared to other social media channels - all without leaving the WestJet site.

The social hub of content, which documented the media buzz around #WestJetChristmas included a rich collection photos and videos portraying each mini miracle.

Content streamed live on the WestJet campaign landing page as events were taking place across the globe. Live social streaming resulted in more content shares overall from the WestJet page to a range of social media channels. As these social shares originated from WestJet's own website, they provided powerful referral traffic back to westjet.com.

 

 

 
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OVER 31,000 SOCIAL MEDIA POSTS WERE AGGREGATED

Surprising a veteran wounded in Afghanistan with a free trip to Hawaii, handing out free coffees at airports around the globe and an Ellen Show surprise were among the gifts handed out in 2015 by WestJet.

"“Hashtagio gives us the opportunity to feature user-generated content in a way that we have not been able to in the past and to serve it up to those who are looking for enticing ideas of what to do and where to travel next.”

Richard Bartrem, WestJet Vice-President of Marketing Communications


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