The rise of social media has allowed brands and businesses to bridge the gap between them and their target consumers, allowing for genuine interactions. This is especially evident in the prevalence of User-Generated Content (UGC) as an essential advertising and marketing tool across all industries. In the 2024 Consumer Research by Salsify, 40% of shoppers have said that UGC is “extremely” or “very” important when making a purchase decision. A Nosto study in 2023 also found that 87% of marketers prefer user-generated images rather than photos taken by professionals in their marketing campaigns.
These numbers prove the increasing relevance of User-Generated Content and are a wake-up call for businesses to start implementing this tool in their strategies. There are various types of UGCs that will encourage your audience to produce content with your brand—videos, photos, testimonials, actual products, and more. Utilizing this authentic content created and published by your own consumers will improve your relationship with them while increasing brand awareness to drive new audiences.
Here are a few iconic and unique UGC campaigns from popular brands and what you can learn from them:
- Lay’s “Do Us a Flavor” (2012-2017)
Before User-Generated Content gained prominence in the marketing sphere, Lay’s “Do Us a Flavor” was already an iconic brand engagement campaign. Lay’s “Do Us a Flavor” campaign was a contest that asked fans to submit their own Lay’s chips flavor ideas and the inspiration or story behind those flavors. The winning flavors were made into permanent additions to the market, and the winners took home $1 million in prize money. The campaign was initially launched in 2012 as the 75th-anniversary celebration of the brand, but because of its success, it was repurposed in the following years with different themes and challenges.
What to Learn:
Lay’s “Do Us a Flavor” was a phenomenal marketing campaign. It allowed fans and consumers to participate with the brand and served as a crowdsourcing mechanism for the company. Brand awareness significantly increased during the campaign as fans were excited to share their ideas and stories while taking a shot at winning the prize. Through the campaign, Lay’s also gained insight into its consumers’ opinions, which allowed it to improve its current products and create innovative new flavors.
Giving rewards and compensation, no matter how small or big, will encourage your audience to produce UGCs. Aligning your UGC campaign to your brand and its goals is also essential.
- Sephora’s Beauty Insider Community (2017)
While most UGC campaigns are focused on short and quick bursts of engagements with immediate results, Sephora wanted to create a long-term source of UGC and audience engagement by introducing its Beauty Insider Community. This is a digital platform where makeup enthusiasts and beauty gurus gather to share their stories, experiences, beauty tips, and makeup recommendations. In addition, the platform also has a Community Gallery page where customers can upload their photos rocking their new looks. Sephora took these submissions to the next level by featuring the products used in each image so the audience can easily see the product details and purchase them on the go.
What To Learn:
As a beauty brand, Sephora understood that product relatability and authenticity were essential in driving new customers. By showcasing their users’ diverse experiences on their main platform, they have created a safe and inclusive environment that empowers people to share and learn. Adding a touch of product placements in these stories and interactions allowed them to not only increase brand engagement but also boost sales, which completely aligns with their brand vision.
- Chipotle’s Lid Flip Challenge (2019)
@daviddobrik #ChipotleLidFlip @chipotle #ad ♬ Flip – Future
While the pandemic significantly increased the prominence of digital purchases and online delivery, it was already a massive thing for food businesses prior to that. In response to the high competition between fast-food brands and restaurants during this period and to drive interest in its app and website, Chipotle debuted the Lid Flip Challenge on TikTok with the help of famous celebrities and influencers. This was a genius call, as this was also the peak of TikTok challenges for Millennials and Gen Z consumers. The challenge was easy: order a Chipotle burrito bowl through the app and take a video of yourself flipping the lid using the bowl.
What to Learn:
Chipotle had a clear idea of who their target audiences were (Gen Z) and which social media platform would be most effective in engaging with them (TikTok). Adjusting their brand goals in response to the situation and creating an effective marketing strategy taking advantage of the audience’s circumstances led to the success of this UGC campaign. UGC campaigns should not only be based on what is trending. Instead, they should be carefully launched with a clear goal and the right tools.
- Spotify’s Spotify Wrapped (2016-2023)
@spotify 2023 #SpotifyWrapped ♬ original sound – Spotify
Visual content is the most effective UGC, and Spotify clearly understands this. In 2016, Spotify released its ‘Spotify Wrapped’ feature, which allows users to look back through their last 365 days via the songs and artists they listened to most with visually stunning graphics. Since then, this feature has become an annual tradition among Gen Z and Millennials, allowing them to share their Spotify Wrapped with their friends and followers and take over social media. Spotify further took this campaign to the next level in 2023 when it included listening characters (similar to personality types) and the total time spent listening (users were comparing each other’s results on social media).
What To Learn:
Spotify Wrapped’s shareability feature must be its most significant advantage against its competitors. Users are always excited to share something about themselves on social media and see the results from others in the community. What other unique ways to showcase your tastes and personality and learn about other people other than through music? It is essential to implement a UGC campaign that not only benefits your brand but also incentivizes your audience in various ways – may it be through simple prizes, recognitions, or even providing means to showcase themselves.
Having a good social media presence is the first step to a successful User-Generated Content campaign. C2 Communications will help you build brand awareness across various platforms relevant to your business and create effective marketing strategies that align with your business goals. Each niche has its own unique characteristics and communities, and C2 Communications works with our clients to find the perfect UGC method that considers these aspects to gain significant results. Contact us to learn more.
