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Special Project

Special Project
From the 11th Annual Shorty Awards

Tails From Great Wolf UGC Campaign

Audience Honor in User-Generated Content


Great Wolf Lodge, the vacation destination for families, came to us looking to encourage loyalty among past guests while also enticing new visitors.

Strategy and Execution

With 60% of travelers actively sharing their trip photos to social media and 83% of consumers trusting recommendations from their peers over those from brands, we knew that eliciting shares and conversations was the best way to inspire new and repeat guests. So we launched a user-generated content campaign with a simple prompt: Share your kids' favorite "Tail" from Great Wolf Lodge for the chance to win a two-night stay. To showcase our fans' absolute love for the brand, we created a content hub, pulling in submissions from all social channels, and posted Friday Favorites, featuring a standout submission from the week prior.


In our 8-week campaign, thousands of memories and stories flooded social channels with our campaign hashtag. We achieved six times our entry goal, generating nearly 15,000 submissions that Great Wolf Lodge could later share to show authentic experiences with fans and prospects alike. And our campaign drove an engagement rate averaging 126% above our benchmarks across all channels.


Video for Tails From Great Wolf UGC Campaign

Entrant Company / Organization Name

Likeable Media, Great Wolf Lodge

Entry Credits