Social campaigns that incorporate user-generated content see a 50% boost in engagement, yet many brands fail to take advantage of the strategy, according to L2’s UGC report. In 2015, Le Méridien partnered with travel photographer Gray Malin to document several of its properties, then encouraged guests to post their own travel photos on Instagram using the related hashtag. Both Malin and the brand shared those submissions on their respective social platforms. Because the photographer’s following was more than five times the size of the brand’s, Le Méridien saw a dramatic benefit, generating 8.8 million impressions and boosting its follower count by nearly a third. Get the full story at L2 and an excerpt of the report at L2 (free registration)