Objective: Increase membership engagement and community involvement for WPPI (Wedding and Portrait Photographers International, a global community for wedding and portrait photographers) by leveraging user-generated content and social media storytelling to highlight creativity, success stories, and real-world experiences.

Challenge: WPPI needed a fresh way to engage its photography community, increase event attendance, and encourage members to share their personal experiences. Traditional promotional efforts were not generating high interaction rates, and membership growth had plateaued.

Strategy:

Developed the 'This is My WPPI' campaign, encouraging photographers to share their WPPI experiences through short video testimonials and social media posts.
Launched a video contest, where members submitted 30-second clips explaining what WPPI meant to them, with the winner receiving a full travel package to WPPI Las Vegas.
Created a multi-channel digital campaign, leveraging email, social media, and influencer marketing to promote participation.
Engaged with industry influencers and past WPPI attendees, encouraging them to amplify the campaign’s reach.
Designed targeted email sequences promoting the contest, membership benefits, and WPPI event registration.

Results:
✔️ 45% increase in social media engagement during campaign period
✔️ Surge in user-generated content, including over 100 member-submitted videos and tagged posts
✔️ Boosted WPPI event attendance by 30% through organic reach and peer-driven storytelling
✔️ Increased member participation and brand affinity by spotlighting real community voices
✔️ Expanded social reach via shares from industry influencers and past attendees
✔️ Improved email performance with higher open and click-through rates on contest-related sends

WPPI Event Growth

Next Concept HR Association Membership Engagement

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