What is it that brands strategize for before creating any marketing campaigns? Well! It varies from brand to brand or marketer to marketer depending on their agenda & objectives.
But the most common objectives are to gain user engagement, build trust & authenticity, and drive conversions.
Over the years, it has become a challenge for marketers to create campaigns that are engaging, interactive, and have value propositions for consumers. Now, in recent times, the marketers have come across a blessing in disguise, i.e. User-generated content.
It is an exhaustive task to create content for marketing that is exciting, entertaining, and engaging for the consumers. And it isn’t a one time process as the content creation constant along with marketing campaigns.
Even after all the effort of content creation and marketing, the campaigns are not that effective with diminishing returns on investments.
That is why brands have resorted to leveraging user-generated content to empower their marketing campaigns. As user-generated content is known to be the most trustworthy, authentic, and reliable form of content among the consumers, and it hugely influences their behavior & decisions.
Adweek reported that 85% of the surveyed users find user-generated content more meaningful and genuine in place of brand-generated content marketing.
Recommended – Manage Your User-Generated Content Rights
We’ve arranged 7 user-generated content marketing examples that have been successful in garnering the users’ attention, engagement, and conversions.
GoPro perfectly understands that the best promoters of a brand are its customers as they are the ones who have been using its products. So, their experience will define the quality & success of a brand.
GoPro has delegated the power of marketing in the hands of its customers and constantly creates campaigns, contests, and challenges to encourage its users to create valuable & influential UGC for their campaigns.
Not just a marketing campaign, but all of their digital profiles be it social media or website, they have filled it with incredible user-generated content. Their website even has a contest for 1 million dollars that asks users to submit their best visual content using the GoPro.
Hashtags like #gopro and #milliondollarchallenge are mostly used by the users to share their shots or they can even submit their content on website as well.
With these campaigns, they perfectly showcase their adventurous brand personality, user engagement, loyal online community, and brand exposure along with customer gratification.
HelloWorld Australia, a leading travel & holiday experience brand, created an incredible marketing strategy empowered by the user-generated content that created a significant impact on the audience.
With the brand’s custom hashtag #HelloworldRELAY, they encouraged their customers to share their photos & videos of experiences and post it on social media using the hashtag and displayed it through the touchscreen display ads in an offline environment.
The display screens had a map of the world with highlighted pins for different locations. So, the audience could interact with the screens and explore what travellers (or customers of HelloWorld) from different locations are posting and their travel experiences.
This campaign helped in showcasing the brand authenticity, customer satisfaction, build social proof, a diverse range of locations they serve, and, most importantly, enhanced user engagement with this Digital out-of-home UGC marketing campaign.
The campaign #AerieReal has been called more than just good marketing, and it’s all for the right reasons.
In the year 2014, the women’s clothing company began with a simple yet powerful campaign where it refused to use photo editing software’s to retouch the photos of models clad in swimsuits.
Every time a user posted an unedited picture of them in a swimsuit, Aerie donated $1 to the National Eating Disorders Association (NEDA).
It’s crucial to understand that people wish to make a purchase and be associated with brands that are constantly working towards societal causes.
There has always been a debate over the excessive use of photo editing applications in marketing and advertising and its impact on the average woman who binges on the images of models seeming god-like and perfect in magazines and its direct effect on the woman’s self-esteem and her dietary lifestyle.
Authentic and resonating by design, Aerie’s consumer-generated marketing shot their sales up by 20% coupled with the new stores that the brand launched.
Curate, Earn, & Display UGC in your marketing campaigns
The fame came by the UGC marketing campaign #BurnSelfie where Doritos asked its customers in Canada to post pictures of their ‘burn selfies’ taken while eating the newest flavor from their range, Doritos Roulette.
The packet of chips is filled with insanely spicy tortilla chips hidden amongst a bunch of normal nachos cheese Doritos. Having been called as a ‘solid slap in the face’, people took the challenge and posted pictures and videos of them eating Doritos and burning their tongue.
Painfully hot and spicy chips in the packet took people to further take the challenge on YouTube as part of the Doritos giveaway. Several entries by Canadians who took the spice challenge where Doritos got success their way by successfully introducing the product in the market and making it famous.
The software and technology giant IBM took to social media to give the world an insight into the IBM world. Their product or services are difficult to display creatively, IBM took to sharing the interiors and give the world glimpses of its inside by the hashtag #IBM requesting posts from its customers and employees.
Isn’t it intriguing to get a peek into the tech giant and the life thereof people?
Humans working, the cafeteria, the conference rooms and a whole lot more just like an everyday affair. Showcasing the human facet of the brand, IBM took to visualize itself through its very own people. What a thoughtful and classic approach to user-generated content marketing!
First things first, whatever be said of the pictures on the National Geographic handle would amount to be less. The pictures on the handle are beyond words can describe and are taken by photographers from every part of the world.
Keeping the game up, National Geographic devised its consumer-generated marketing campaign valuing user-generated content and #wanderlustcontest came into form.
The contest requested people to capture people, places, and experiences from their travel and share them with the hashtag and out came millennial of pictures from people bit by the travel bug. Travel fans were promised a reward of a National Geographic expedition to the Yosemite National Park.
Who doesn’t live the sweat life and burns out those carbs? Out came Lululemon’s #thesweatlife campaign asking customers to share pictures of their Lululemon activewear.
The brand is a maker of yoga clothing & activewear and people getting into their garbs were asked to share snaps on Twitter and Instagram with the hashtag.
A section on Lululemon’s website especially displays user-generated content photos being pulled from #thesweatlife campaign magnetizing potential customers and allowing them to click through.
The large follower base was utilized by the brand fantastically. Furthermore, the display of the feed on the website acts as a visual user review of the yoga and activewear telling people what the products look like in action.
Consumer-generated media is one of the most effective ways for brand building, user-engagement, authentic feedback and review from customers and more as demonstrated by the above companies who have successfully worked on user-generated campaigns without dispensing a whopping sum of money.
Leveraging user-generated content to increase website engagement is what every marketer should do!
Promoting the brand product on the website or the social channels, offering customers giveaways and prizes to encourage participation, steal some notions from these flourishing brands for your social campaigning.
Incredible UGC platform to build trust & User engagement