Each year around Halloween, Staypineapple hosts its annual Pineapple Pup Costume Contest, including a Sweepstakes Giveaway with complimentary hotel nights and other prizes. I managed the company’s 7th annual photo competition in October and November of 2023.

•Researching, choosing and creating a new webpage to host the contest (Wishpond).

•Writing detailed terms & conditions for the contest

•I noticed that previously, Staypineapple’s contests were only collected via hashtags, which largely limited them in terms of photo collection (for example, entries weren’t always visible to the brand when it was private accounts), contact/lead capture, voting rounds, and finally tracking the overall reach, participation, and success of the contests. The new system I created transformed and streamlined Staypineapple’s UGC workflow and contest process

•I created a social media plan and strategy for the contest (creating and scheduling announcements, detailed instructions, and reminders about the contest entries, voting, and judging processes)

•Editing and posting video reels featuring the contest’s standing top entries to boost participation

•The contest page earned a conversion rate of 17.9% (the highest engagement of any Staypineapple contest to date)

•More than contact 2,000 leads for the brand (from various entry and voting rounds)

•More than 370 viable entries and access to full-usage photos from these entries