Have you considered adding UCG to your marketing strategy?
Curious what makes some campaigns so successful?
Millennials find user generated content 20% more influential than other types of media as they make purchasing decisions. The elements you need to run a successful campaign are simple.
In this article, you’ll discover five examples of UGC campaigns and learn how to use their formula for success in your own strategy.
#1: Build Shareable Moments Into Your Product or Service
Increase UGC participation by adding elements to your design that consumers will naturally want to share on social media.
Coca-Cola learned this and struck pure UCG gold when they launched their first “Share a Coke” campaign in 2011.
The concept was simple. Classic coke cans and bottles were updated to include common names on one side of the label. Thirsty consumers were then encouraged by messaging on the can to share a beverage with someone who had that name.
This new design gave fans the perfect photo op. Instead of creating a UGC campaign around their product, they turned their product into a UGC opportunity. Customers seized the moment to share new memories and user generated content began appearing across the web.
In 2016, the company announced a spin-off of the campaign that targeted music lovers. Consumers can now share a coke and a song in 70 different ways with the release of song lyric themed bottles and cans. To date the #shareacoke hashtag has been used more than 660,000 times on Instagram.
If you aren’t taking UGC into consideration as you design your customer experience, you are leaving free exposure on the table.
Take the time to make shareable moment a natural extension of your products and services. This can be integrated into packaging or included in your company’s procedures.
#2: Encourage Consumers To Share Content For Good
Get more exposure for your UGC efforts by adding an element of charitable giving. Raise the stakes, and ask consumers to step outside of their comfort zone to benefit a worthy cause.
The folks at skincare line Rodan & Field tapped into this when they asked thousands of women to share makeup free selfies with the hashtag #RFGoNaked.
Rodan + Fields announced that each makeup free selfie tagged on July 8, 2016 with #RFGoNaked would result in a $5 donation to Prescription for Change, their non-profit foundation.
An estimated 1,000 selfies are shared on Instagram every 10 seconds. Rodan + Fields leveraged that. They also made their campaign unique by asking participants to be vulnerable and share an image with a clean face.
That risk paid off with more than 261,400 total selfies being shared through the campaign. In addition, more than 17 million brand impressions were made across social media channels.
Make the value of participation clear to break down barriers of participation in the mind of consumers.
#3: Provide A Customizable Template
The best UGC campaigns feel authentic. Allow participants to add their own style when representing your brand to make the content feel natural.
Doing this allowed the launch campaign for Straight Outta Compton to take over the entire internet.
The “Straight Outta Somewhere” campaign was launched to boost awareness for the film Straight Outta Compton. While everyone can’t relate to being raised in Compton, most people can relate to having pride in their hometown.
A meme generator encouraged participants to make their own graphic using a custom image and text of their choice. Consumers began creating images to represent where they came from and their friends and family followed.
This snowballed as big brands (and even the White House) began using the meme to represent their own messages. Pretty soon, the campaign was a major part of pop culture and had reached over 1.2 billion people worldwide.
Heavy branding can be a turn-off for consumers and reduce their willingness to participate in UCG campaigns. Content that feels relevant to their personal is much more likely to be shared.
Create a template or set of guidelines that lets people participate while staying true to what’s relevant to them. Doing this will let your campaign cross cultural lines and boost overall engagement.
#4: Include Video In The Mix
All content is not equal. A study from Cisco suggests that video will account for 69% of all consumer internet traffic by 2017. This is why it’s a good idea to use your UGC efforts to capture content that you can use for years to come.
Mended Hearts and St. Jude Medical were able to leverage this when they launched their video focused #ThanksLVAD campaign.
The organizations had a mission to educate and encourage millions of Americans living with, and affected by, heart failure.
They launched a UGC contest that captured the personal stories of how heart-failure survivors were enjoying life thanks to their LVAD (also known as left ventricular assist device or heart pump).
Unlike most campaigns, #ThanksLVAD spoke to a small number of people. It’s estimated that only 2,500 people, or 0.0008% of the US population, receives the device each year.
Yet still, the contest received 250 video entries from patients in the span of 2 months. They transformed the videos into educational tools that have a lifespan past the campaign.
#5: Run a Consistent Campaign
You can find success with UGC by building a following over time.
TOMS has taken advantage of this by asking consumers to spend one day #WithoutShoes for the past 9 years straight.
Participants who rise to the challenge of going #WithoutShoes are encouraged to share their experience on social media platforms like Twitter and Instagram. This year alone saw more than 27,000 children in 10 countries recieve a new pair of shoes through the effort.
Some fans actually look forward to this day each spring. Many even mark their calendars a year in advance when the new campaign date is announced.
One-off campaigns miss out on a chance to stick to consumers hearts through repetition. Having a long history of consistent program execution boosts participation through routine.
Get your fans and followers into a habit of creating specific types of content to support your brand regularly.
UGC content campaigns can be successful across a variety of industries. The recipe for success in your next campaign is making participation easy and connecting your brand to consumers on a personal level.
The best part of UGC is that it allows consumers to represent you in a way that’s more natural than traditional advertising.
What are your thoughts? Have you had success or failure with UGC campaigns in the past? Please share your experience with us in the comments below.