UGC works because it invites happy customers to speak on your behalf.
With an assist from your radical fanbase (and yes, we’re sure you have radical fans out there) and social media platforms, UGC gives a much-needed facelift to your content marketing efforts.
UGC works because:
Customers trust each other more than they trust you (sorry, but it’s true). And consumers trust content created by people they can relate to—it’s actually more powerful than influencer marketing in this regard.
It creates brand loyalty. These are customers who are just as excited about your brand as you are.
It personalizes your marketing, showcasing your products in real-world situations.
You get your time back. Creating UGC takes time. Stop spending so much time doing it yourself. Let your shoppers create content for you!
Not only did IKEA rake in tons of engagements and mentions on social media, but it took the campaign one step further.
It did a monthly roundup where it selected certain UGCs to feature on the company’s UK Instagram account.
And yes, the results were amazing.
IKEA saw a 27% higher reach on its UGC content brand specific content created in-house.
It saw 3.54% higher conversion rates and 2.7 times higher engagement rates.
Why it works
IKEA’s campaign is a great example of effective UGC because it showcases IKEA products in everyday life. Furniture shoppers have a hard time envisioning how a Swedish sofa will look in their living room, after all. Seeing this UGC can encourage customers to purchase the items for their own homes, after seeing how it looks in others’.
IKEA addressed this pain point with its UGC campaign. The content gave other customers an idea of what to expect when they bought IKEA furniture.
Do the same for your brand, especially if you sell a large or high-ticket type of item, like furniture. You can minimize customer objections and the time needed to educate your shoppers, saving your team a lot of heartache.
Personalization was the key to Coca-Cola’s user-generated content marketing strategy.
How can you personalize your UGC? How do you make shoppers the star of the show? The more personalized it is, the better your chances of customer engagement and getting people to share user generated content in support of your campaign.
Instead of casting professional models, Marc Jacobs invited everyday folks to submit their selfies to branded hashtags including #CastMeMarc for a chance to be the company’s next model.
And if you give the world a chance to be a supermodel, they’ll take it. This campaign saw:
70,000 participants in 2014 alone.
15,000 mentions in 24 hours.
In fact, the campaign was so successful that Marc Jacobs continued it for longer than originally planned.
Why it works
Everybody wants to feel special. Marc Jacobs tapped into its audience members’ desire to have a really cool experience that made them feel special.
Plus, it saved Marc Jacobs the hassle of creating content itself, including sourcing models, photographers, and more for its campaigns. It’s a brilliant move that puts customers at the forefront of the campaign.
Even if you’re in the luxury space, see how you can make people feel special. That might mean:
Heartwarming hero and master of musical storytelling, Disney, wanted to not only connect with its customers, but do a little good in the process.
That’s why The Mouse House launched its #ShareYourEars campaign in 2018. Celebrating Mickey Mouse’s 90th birthday, #ShareYourEars pledged a $5 donation to the Make A Wish Foundation for every selfie submitted.
A post shared by SARA (@samiandabbysmom) on Nov 12, 2019 at 9:39am PST
If there’s one thing Disney-lovers love more than a trip to Disney World, it’s Mickey Mouse ears. People were more than happy to share their mouse ears selfie in this campaign.
#ShareYourEars had tremendous reach:
400,000 people participated.
Disney donated $2 million to Make A Wish as a result of the campaign.
Why it works
Disney co-branded #ShareYourEars with a charity, which was a very smart move.
73% of American shoppers say charitable donations are important when they think about buying from a company. In other words, customers are way more likely to participate in your UGC and buy from you down the road if they see you doing good deeds.
If you need an extra lift with your UGC marketing campaign, co-brand with a charity. Your donations will make the world a better place and boost your brand at the same time.
The bottom line
User-generated content marketing is the fastest way to build trust with today’s skeptical, social media-loving shoppers. But remember, UGC has to work for both your audience and your brand.
This isn’t about the hard sell. It’s about building community and conversations around your brand.
Learn from the giants of user-generated content marketing. Use these 5 case studies to develop tighter, more streamlined UGC that puts your brand in the spotlight.
But does that sound overwhelming already? We feel you. Trying UGC for the first time while balancing your other duties can feel like drinking from the firehose.
That’s why Trend by soona helps brands like yours source high-quality user-generated content. Let us help you source on-brand content that stops thumbs.