Why We love User-generated Content
August 10, 2015
The power of storytelling in brands is so relevant to create a sense of community. But instead of one-sided marketing messages, the desire for consumers to connect and join in brand narrative is growing at monumental speeds. User-generated content can be likened to the analogy of the Trojan horse, as Peter Guber writes in his book Tell to Win. Stories can be used to unknowingly place brands into consumer’s minds, without the awareness of blatant marketing schemes. And there is no better way to sneak into a consumers mind than with the story of another consumer.
Consumers are not robots – they are people. Real people who enjoy having conversations, so all brands need to do is start them. Audiences love to share. Ask them a relevant question and they will answer. The rise of mobile technology and social platforms make the conversation accessible for almost everyone today. Here are a couple of examples of our favourite use-generated content campaigns.
Burberry – The Art of the Trench
Once an old-fashioned stale fashion label, Burberry was one of the first to use and transform their brand with the use of user-generated content. Before the widespread on-set of social platforms such as Instagram and Facebook, Burberry created their own website platform for campaign “The Art of the Trench” for users to upload photos of themselves wearing their signature trench. With the help of Scott Schuman of the Sartorialist fame, Burberry generated over 7 million views in the first six months of the campaign and transformed into one of the hottest fashion labels in the world today. Images: The Art of The Trench
Old Spice – The Man Your man Could Smell Like
Old Spice, the ultimate transformation brand, found a way to reach both its male and female consumers through a clever response-based campaign. With the release of overnight success commercial, “The Man Your man Could Smell Like”, Old Spice received and overwhelming reaction from consumers with a huge amount of buzz on social media. They used this buzz to their advantage by responding directly to comments via Twitter and Facebook via personalised video responses. The videos were cleverly crafted in real time, with consumers receiving responses in as little as 10 to 15 minutes after comments were made. With a total of over 65 million views, this campaign is not only a great example of starting but also continuing the consumer conversation. See all 185 hilarious responses here.