This case study focuses on Tourism Whistler’s Behind The Lens campaign, which used ambassador-generated photo essays to drive user-generated Instagram submissions to the #WhistlerUnfiltered hashtag, which were aggregated at the Behind The Lens site.
Ambassador Photo Essays
Tourism Whistler recruited professional photographers to craft photo essays on their personal connection with Whistler, British Columbia. Essay topics ranged the zen of mountain silence, to the fruits of 3 years of night photography atop Whistler’s peak, to the raucous Sunday parties that take over Whistler village. Together, the essays depict an area bursting with adventure, culture and good vibes.
Below each photo essay was a gallery of user-submitted Whistler photos via the #WhistlerUnfiltered hashtag, and also information about a Whistler photo contest with an all-expenses-paid vacation prize. Thus, Whistler stirred the imagination of readers with stunning photo essays, and then placed the reins in their own hands.
The user-generated content section of the site features three stories similar to the professional photo essays, in which users are interviewed about one of their #WhistlerUnfiltered photos. Like the professional essays, these three user stories depict both the adventure and culture of Whistler: a little something for everybody.
Below the three user stories is the complete #WhistlerUnfiltered aggregation feed. The feed may be filtered to display photos from specific seasons, night life, scenic views and more.
The result of such a clear content hierarchy is an undaunting user experience, with deeper engagement pathways for those interested.
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