User-Generated Content (UGC) is defined as any type of content that has been created and put out there by unpaid contributors or, using a better term, fans. It can refer to pictures, videos, testimonials, tweets, blog posts, and everything in between, and is the act of brand promotion by users rather than the brand itself[1]
Many companies are testing out different forms of UGC to build brand awareness and engage with their tribe. These campaigns don’t always succeed, but let’s take a look at four that have.
Coca-Cola’s “Share a Coke” Campaign
The Coca-Cola campaign ran nationwide and involved Coke bottles and cans with a selection of different names on them instead of the brand label. The idea behind the campaign was that people would buy bottles and cans with their names and the names of their friends and loved ones, and enjoy the beverages in good company. The campaign was a hit: people bought the bottles and cans and posted images all over social media with the iconic Coca-Cola bottles.
Warby Parker Home Try-On
As part of the at-home selection journey, Warby Parker ran a campaign where customers could order various pairs of eyewear to decide from the comfort of their own home which pair they liked the most. Customers were encouraged to take pictures of themselves with their different eyewear styles and post them to social media using the hashtag #WarbyHomeTryOn. This hashtag campaign was a success and resulted in many people purchasing eyewear, the ultimate end goal of the campaign.
Purina #dogthanking Campaign
In 2015, Purina launched a campaign before Thanksgiving encouraging pet owners to post on social media the reasons they were thankful for their dog, using the hashtag #dogthanking. For every hashtag, Purina committed to donating $1 to the AKC Canine Health Foundation. This campaign was successful in collecting heartwarming stories about people who love their pets, growing Purina’s loyal fan base, and raising money for a great charity.
Starbucks White Cup Contest
We all know what a Starbucks disposable cup looks like. The Starbucks White Cup Contest campaign urged buyers to treat their white Starbucks cup like a blank canvas and decorate it with their own designs. They were then encouraged to post them on social media using the hashtag #WhiteCupContest to enter a contest. The winner of the contest had their design printed on a limited edition reusable plastic Starbucks cup.
Implementing user-generated content can strengthen a social media marketing strategy. These four campaigns are all great examples of how user-generated content can succeed in gathering unique and engaging content from an audience that cares about the brand. If you’re looking to implement UGC campaigns into your social media marketing strategy, but aren’t sure where to start, we can help! Contact Brand and Mortar today.
To read more about what user generated content is, click here.
