Vodafone AU Campaign

How Vodafone Leverage UGC Rights Management For Digital Ad Creative

Georgia ScottLast Updated: Telecommunications

To showcase their $5 Roaming abroad, Vodafone Australia have launched a hashtag photo contest, encouraging consumers to spread the word across social during their travels. Fans’ social content is then used directly within their ad creative.

Marketing Campaign Objectives

  • Utilize hashtag to promote their new $5 Roaming product
  • Encourage customers to create and share user-generated content
  • Request UGC Rights Management to use for Youtube ad campaign
  • Showcase inspirational fan UGC within all digital ad creative
  • Increase brand engagement and capture audience data

UGC Photo Sweepstakes and Rights Management Solution

This year, Vodafone Australia are celebrating their award-winning $5 Roaming by giving customers the chance to win a $5,000 Flight Centre travel voucher each month for the rest of the year. Vodafone are encouraging customers to share their inspiring images from their amazing travels while Roaming with Vodafone.

To get involved, roamers can upload their best travel photos on the mobile friendly Facebook form or use Instagram, including the hashtag #RoamingON and tagging @VodafoneAU. Vodafone are curating the best entries onto a social hub, which aims to visually illustrate over 50 countries with $5 Roaming. Visitors can directly share any entries from the social hub that inspire them, via Pinterest, Twitter and Facebook, helping to drive campaign awareness and social conversation.

User-Generated Content in YouTube Ad Creative

Vodafone then use the Wayin Rights Management feature to request rights to the best user generated content from their fans’, to be turned into the creative for the $5 Roaming ad campaign. For example, the first YouTube homepage takeover featured the top four UGC images collected so far.

Vodafone Rights Management UGC ad creatiive

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