Case Study: Royal Automobile Club of Queensland achieves 22,700+ marketing leads (630% of goal) with Stackla

RACQ’s Pet Competition Generates UGC and Quality Leads

The Royal Automobile Club of Queensland (RACQ), which serves over 1.6 million members, wanted to raise awareness for a new pet insurance product but needed a way to host a social pet-photo competition that would also capture detailed contact information—something difficult to do directly on social platforms. Their challenge was to generate engagement and high-quality leads while running a fun, scalable contest.

RACQ used Stackla’s GoConnect to host entries on their site, connect submissions to backend systems, display incoming UGC as social proof, and promote the contest via paid/organic social, radio, print and DOOH. The campaign produced more than 31,500 entries (22,700 unique leads), 33,000 public votes, and surpassed the 5,000-entry goal by 630%. Personalized follow-up emails featuring entrants’ photos delivered a 46% open rate and 45% CTR, and RACQ now plans to reuse the authentic UGC across future marketing.

Royal Automobile Club of Queensland

Sarah Bowman

Digital and Direct Marketing Specialist