Who are you more likely to trust when it comes time to make a purchasing decision- a brand or a fellow consumer who uses the product? The strategy for creating any marketing campaigns varies from brand to brand depending on their business objectives.
But it is mandatory for brands of any size or industry to gain user engagement, build customer trust & authenticity & boost conversions.
With the constantly increasing competition, it has become a challenge for marketers to create engaging & interactive campaigns that are worth the time and money of the consumers.
But ‘User-generated Content’ has come as a blessing into the lives of the marketers.
How User-generated content is Beneficial for Brands with Content Campaigns?
User-generated content is referred to as the most trustworthy, authentic & reliable form of content created by unpaid users willingly. Ever since this type of content has come into existence, the exhaustive task to create exciting and engaging content for marketing has got easier.
That is why brands have been leveraging UGC marketing to empower their marketing campaigns among consumers. User-generated content marketing hugely influences customers’ behavior & decisions as 85% of the users find UGC more meaningful and genuine as compared to brand-generated content.
In order to create UGC, brands encourage customers to shop and share their experiences online by creating a branded hashtag. This particular hashtag can be used to differentiate the campaign as well as make the content easily searchable online.
Successful User-generated Content Campaigns
1. Wayfair’s #WayfairAtHome UGC Content Campaigns
Instagram is a great platform to find user-generated content and therefore taking advantage of this, the online furniture store Wayfair has created a fun UGC campaign. The brand aimed to let its customers express their experiences with the products.
Through this campaign, Wayfair allowed customers to take pictures of their home setups featuring this brand’s products & share them by using #WayfairAtHome.
On the other hand, the brand reposts the user-generated content on its Instagram page along with providing a link so that users can shop for similar products online from their store.
This UGC campaign has gained over 25,000 post shares on social media traction as this innovative strategy combined customer testimonials and design inspiration all-in-one.
2. GoPro Turns Customers into Its Best Brand Marketers
Renowned for its successful UGC-focused marketing strategy- ‘GoPro’ inspires it’s loyal fan base & customers to post their inspirational & raw photos and videos captured by GoPro’s technology.
The HD video camera brand encourages the customers to share the content on platforms like Instagram and YouTube using the dedicated #GoPro hashtag.
In short, the UGC campaign is the best way to celebrate the content creators across the globe & turn them into its best brand advocates.
3. Doritos
American brand of flavored tortilla chips, ‘Doritos’ launched the UGC campaign #BurnSelfie where the brand asked the customers in Canada to share their ‘burn selfies’ taken while eating the newest flavor from their range called Doritos Roulette.
The campaign got its name #BurnSelfie as the flavor of these tortilla chips is insanely spicy as compared to the normal nachos cheese Doritos.
Initially, the campaign was called a ‘solid slap in the face’, but it got fame as soon as several Canadians took the challenge seriously and posted pictures and videos of them eating Doritos and burning their tongues.
It took people to further take the challenge on YouTube as a part of the Doritos giveaway and the brand successfully introduced the product in the market and made it famous.
4. Coca Cola’s ‘ShareaCoke’
Coca-Cola’s “Share a Coke” UGC campaign got launched in the year 2011 through the social and ads channel for the Australian customers decided to print about 150 most common and popular names on its bottles.
The brand asked people to ‘share a coke’ with their loved ones & the campaign was run in rotation in over 80 countries later on based on the culture, customs, and background.
Customers all across the globe were welcomed with open arms and this UGC campaign became an instant hit worldwide.
5. Starbucks
To promote its holiday-themed seasonal beverages, Starbucks launches the latest #RedCupContest every December. This smart UGC campaign encourages coffee drinkers & fans of this brand to participate & engage online by offering a pricey Starbucks gift card.
This seasonal campaign helps generate sales because customers have to buy a red cup to first take a picture.
Taking inspiration from this user-generated content campaign, marketers can generate buzz using a branded hashtag to get people excited about commenting, posting, and sharing on Instagram.
6. National Geographic
National Geographic launched its consumer-generated marketing campaign #WanderlustContest to encourage people to capture places & experiences from their travel and share them with the hashtag. All the travel fans were promised a reward of a National Geographic expedition to the Yosemite National Park.
The Takeaway
As a brand, your campaigns should always have the content created & posted by the people i.e. user-generated content. It is about letting the authentic experiences of customers related to your products inspire others.
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