With user-generated content (UGC) 35% more memorable than other media*, it’s no wonder UGC campaigns have proven to be a popular marketing tool in recent years, and 2016 is no exception. Not only has 2016 demonstrated to be another successful year for UGC campaign launches, but throughout the past 12 months we’ve seen these campaigns delivered through a spectrum of channels, and across various digital destinations.
With the year drawn to a close, and January open to exciting new marketing campaign launches, we’re taking you through a quick recap of some great UGC campaign examples created using the Wayin platform from 2016, providing all the inspiration you need to get planning for the new year!
1. MUJI – #MUJIPENART
As a way of promoting MUJI pens, Japanese retailer, MUJI, encouraged creativity amongst social consumers by launching a pen art photo contest across Instagram and Twitter. The UGC product marketing campaign drove more than 2,500 submissions, generating social reach and authentic brand content for MUJI marketing.
2. RIPLEY’S – #RIPLEYSGO
To capitalize on the craze, Ripley’s launched #RipleysGO, an in-venue hashtag contest to see who can find the rarest Pokémon lurking at their Odditoriums, Aquariums, and other attractions in the U.S., Canada, UK, and Australia.
The campaign proved to be a huge success for Ripley’s. “We are very excited about this campaign and how quickly we got it out,” said Suzanne Smagala-Potts, Ripley’s Social Media Specialist. “It has been a fun, interactive experience for our fans and has generated positive visibility and increased traffic for our attractions.”
3. POWERSHOP – TRUMP TRUMP
To coincide with last year’s US presidential election, and to capitalize on the vast coverage surrounding Donald Trump, Powershop New Zealand gave its followers the power to control the ‘Trump’ conversation with its unique meme generator campaign to drive personalized UGC.
The campaign featured a series of uncompleted Donald Trump quotes, where contestants simply needed to complete the quote by filling in the missing gaps from a choice of available buzzwords.
Taking an omni-channel approach, Powershop featured the best quotes on a digital bus shelter throughout Auckland and Wellington in New Zealand for commuters and by-passers to see. As well as enabling consumers to take part on print display billboards and share their submissions on Facebook, Twitter or Instagram using the hashtag #KiwisTrumpTrump.
4. CAPITAL AND VODAFONE – #MONSTERMASHUP
Capital teamed up with Vodafone to host ‘Monster Mash-Up’; the ultimate Halloween night out in London, Liverpool and Manchester. To excite and delight fans during artist changeovers, Vodafone used the Wayin platform to build, curate and display the very best authentic UGC in real-time on a large screen on-stage.
With overwhelmingly positive feedback from Capital, Vodafone and party-goers, the in-venue UGC campaign proved to be a huge success.
5. NYCFC – #NYCFC JUMBOTRON
To showcase the anticipation and excitement from soccer fans during their live home matches, NYCFC captured and published its fans’ best UGC on the stadium’s Jumbotron in real-time.
This tactic of live digital engagement provided a fresh and contemporary angle for NYCFC to entertain over 30,000 fans attending the game. As well as capture authentic UGC and create a buzz of social conversation around the widely used hashtag #NYCFC.
6. BORDEN CHEESE – CULINARY CREATIONS SWEEPSTAKES
Borden Cheese fulfilled every cheese-lovers dream with the ultimate photo sweepstakes published to its Facebook page. By demonstrating the versatility of its products, Borden Cheese encouraged customers to create and share their culinary creations in return for the chance to win a selection of exciting prizes.
Borden Cheese’s Facebook visitors could even see what others cooked-up through the social hub, which featured a selection of the best entries from the contestants.
7. THE INTEGER GROUP – #1000STARSSTRONG
To spread kindness throughout the holiday season, The Integer Group used 1000 hand-drawn stars to drive UGC across the nation. Using the hashtag #1000StarsStrong, The Integer Group used the advocacy feature within the Wayin platform to track and display UGC in a beautifully visual format.
8. LIBBY’S – #CANSGIVING
To capitalize from the buzz surrounding Thanksgiving, the much-loved food brand Libby’s utilized the Wayin platform and product marketing agency Ketchum by delivering an engaging #CansGiving photo contest for its consumers.
The ultimate question Libby’s asked its followers was ‘What are you thankful for this Thanksgiving?’. To get involved, participants were encouraged to post a photo of what they’re thankful for through the form provided, or to Facebook, Twitter or Instagram using the hashtags #Cansgiving and #Contest.
9. DANONE NUTRICIA – #MILKLOVE
As a way of retaining already loyal consumers while driving product consideration through consumer advocacy, Danone Nutricia partnered with Bauer Media’s Woman’s Day to launch a photo contest on its Karinourish website, where consumers could share their love for Karicare+ Toddler Milk.
The contest encouraged creativity by asking participants to upload a picture representing their toddler’s love for Karicare+ Toddlers Milk. On entry, participants were required to submit their contact details and could opt-in to marketing communications, providing both brands with valuable audience data.
10. STARWOOD HOTELS & RESORTS – UGC-POWERED SOCIAL HUBS
To add more social depth across its websites and convert consumers, Starwood Hotels & Resorts in Hawaii created a series of UGC-powered social hubs, displaying the best earned and owned social content.
Starwood Hotels & Resorts in Hawaii got visitors to connect with them online, predominately via Twitter and Instagram by sharing photos of their stay and hashtagging individual resort names. Each hotel had its own account and hashtag feed, for example, #RoyalHawaiian and #StRegisPrinceville, with the best examples of UGC published to the social hub.
UGC: The Social Tipping Point
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* According to global market research company, Ipsos