UGC Best practices Social Media

Brands are leveraging user-generated content (UGC) in their marketing campaigns to grow their audiences, build trust and win more loyal customers. But what makes a UGC campaign successful?  

We explore five great brand-created user-generated content campaigns and key reasons behind their success.

Table of contents

Aerie’s #AerieReal Campaign

Instagram post of Aerie’s AerieReal UGC campaign

In 2014, women’s clothing company, Aerie decided they would no longer retouch their models and use excessive editing in their photos - a common practice in the fashion industry. Their campaign empowered women to be real and embrace their bodies by challenging their customers to share unedited photos of themselves wearing Aerie swimsuits using the hashtag #AerieReal. Going one step further, the brand also pledged to donate a dollar to the National Eating Disorders Association for every shared photo, up to $15,000 (~£11,000).

Aerie had a clear mission. An inspiring message of body positivity and inclusivity that demonstrated social responsibility. The campaign successfully distinguished Aerie in the industry.

Brands that spark genuine conversations that add value to their audience’s lives can build meaningful connections and grow their community.

Coca Cola’s "Share a Coke" Campaign

Coca Cola’s "share a coke" Ad

Starting one of the longest running UGC campaign in 2011, Coca-Cola Australia replaced its iconic bottle labels with 150 of the most common names. Its highly compelling call-to-action of ‘Share a Coke’ inspired many to do just that and share their personal stories online.

Campaign results:

  • 250 million bottles sold in first summer alone
  • Over 500,000 posts shared in the first year
  • 25 million new Facebook followers

Our names are one of the most personal things we own that form our identity. By making a personalised connection to the brand that people could easily share, Coca-Cola was able to drive participation and sales.

Starbucks' #WhiteCupContest Campaign

Winning cup design of Starbucks UGC campaign

Inspired by customers' creative doodles on their paper cups, Starbucks launched their White Cup contest which gave consumers the chance to have their design featured as a limited-edition reusable plastic cup. Participants had creative control over the design of white cups, took pictures of their creations, and shared them on social media with the hashtag #WhiteCupContest.

Within three weeks, close to 4,000 submissions were posted online. By appealing to the creative expression of their customers and giving them recognition, Starbucks created one of the most popular UGC campaigns with minimal production cost.

Warby Parker's #WarbyHomeTryOn Campaign

Twitter post from Warby Parker’s UGC campaign

The eyewear company, Warby Parker’s clever home try-on programme let users order 5 pairs of glasses to try at home, keep and pay for the pair they liked and return the rest for free. Customers could share a picture of themselves using the hashtag #WarbyHomeTryOn and ask the community which looked best.

By understanding that consumers had difficulty deciding which pair suited them best, they bridged the gap by helping answer those questions through their community. Not only were customers’ questions answered, but perspective buyers got to see how the frames look on different people.

In addition to reposting the best submissions on their social channels and repurposing UGC across their website, Warby Parker also took the time to comment on almost all posts – adding a human touch to every engagement.

National Geographic's #WanderlustContest Campaign

Top Instagram posts from National Geographic’s UGC campaign

National Geographic's Wanderlust campaign asked travellers to share pictures of “unforgettable people, places, and experiences that have impacted their lives from their travels around the world” with the hashtag #WanderlustContest. The winning entry would win a 7-day photo expedition to Yosemite National Park.

Usually known for its prestigious photographer of the year contests, this campaign invited anyone with a phone and a steady hand to participate – tuning in to the minds of a much wider audience. The campaign generated 69.8k posts (and counting), produced a library of stunning visual user-generated content, as well as increasing recognition of the brand and its followers.

What makes a successful UGC campaign?

Before making a purchase decision, people look to others for validation and UGC provides this reassurance as it’s authentic and relatable by nature. According to AdWeek, 85% of consumers find UGC more influential than any other form of brand content. As happy customers share their experiences online, prospective customers are connected to these experiences through the social-proof of user-generated content.

UGC campaigns put customers front and centre, humanising your brand. By directly engaging with people and encouraging them to share their experiences, you can add genuine people-focused narratives into your brand story, creating positive brand association to build lasting connections.

Emotionally connected customers buy more products, exhibit less price sensitivity and are more likely to become brand advocates. What’s more, 61% of consumers will happily advocate brands they fully trust, further fuelling the UGC funnel.

Brands behind some of the best UGC campaigns take time to understand their customers, address their challenges, add value, and reflect their aspirations in their marketing strategy.

Running successful UGC campaigns takes more than just tools and features. User generated content platforms such as Buzzspark, help you better execute your campaigns. Our team can answer your questions and assist with onboarding to help you get the most out of your campaigns.