Case Study: Explore St. Louis achieves stronger millennial engagement with a UGC-powered microsite from CrowdRiff

How Explore St. Louis Targets Millennials With A Microsite Powered By Ugc

Explore St. Louis, the city’s official destination marketing organization, needed a way to attract millennial travelers who prefer authentic, peer-driven experiences rather than traditional ads. To build a microsite (STL.Live) that showcased food, beer, music and culture through real voices and visuals, Explore St. Louis partnered with CrowdRiff to power a user-generated content (UGC) approach and efficiently source high-quality photos and videos.

Using CrowdRiff’s UGC visual platform, the team launched STL.Live with influencer-driven stories, video profiles and an interactive widget linking to local hotspots; CrowdRiff enabled rapid curation of roughly 3K user-generated visuals. The microsite has already reached more than 20K Facebook users organically, averages 3.77 pages per session and nearly four-and-a-half minutes per visit, and eliminated the cost burden of building UGC content manually.

Explore St. Louis

Mark Hermes

Digital Marketing & Social Media Manager