A Use Case Study: User-Generated Content
At Mobs, we talk a lot about the user-generated content (UGC) industry. Our main focus is user-generated video (UGV), as we believe this is the greatest storytelling tool people have today. UGC, and UGV in specific, are capable of sharing genuine authenticity and evoking relatable emotions in those that view it. It’s on the rise and has been for some time, with no sign of backing down any time soon. We wanted to do a use case study of what UGC is really capable of. How are marketers really using this content and what kind of content are users making and sharing?
Starbucks boosts brand recognition for the holidays
Every year around the holidays Starbucks releases new seasonally decorated cups. People go gaga over them. They bring a cheery energy to a warm cup of joe and start the season off right. As there are multiple styles and designs that are put out each year, the company encourages its users to share pictures of them enjoying their cups.
TheStyleBrunch shared her cup and seasonal cookie on Instagram and tagged Starbucks in the caption. The company regramed her photo, giving her credit in their post.
Ibtoma clearly enjoys taking artsy and evocative images. She used the company’s hashtag #redcup, and Starbucks contacted her to ask for permission to use her photo on their Instagram account.
Red cup enthusiasts and Starbucks drinkers enter this contest every December in hopes of winning a hefty Starbucks gift card. Their audience does not disappoint. In 2015 the December quarter revenue for Starbucks rose 12% to $5.37 billion. In the 2017 edition there were over 40,000 images hash-tagged for the famous Starbucks contest. The campaign has been so successful other companies, like Dunkin’ Donuts, have tried to ride the red cup wave too.
Adobe gives artists a platform to be seen
Adobe seeks out artists who are making wonderful creations with their products for their #Adobe_Perspective campaign. Skip_closer’s amazing piece caught their attention for obvious reasons. Adobe doesn’t just regram with a credit to the content maker’s account, they take the time to go one step further and promote the artist with a call-to-action type caption in their posts; encouraging their followers to go and check out the artist’s Instagram account as well.
Target shares excitement and acceptance
Some companies were pioneers of the UGC marketing rise. Target understood the value of UGC, and in particular UGV, even back in 2010. Target ran a campaign pledging to donate $500 million to education and with an acceptance letter contest, agreed to double the contribution. Customers submitted videos of high school students opening their college acceptance letters. The best videos were used in this commercial; helping Target’s philanthropic campaign gain a huge amount of attention.
Frito-Lay sends fans to the Super Bowl
From 2006 to 2016 Frito-Lay held a UGV contest to promote their Doritos chips called Crash The Super Bowl. Consumers were invited to submit their own Doritos commercials and the winning ads aired during the Super Bowl of that year. Over eight editions of the contest they received over 36,000 fan-made entries.
Mobs believes in the intrinsic value of authentic and genuine content made by everyday people. We realize the importance of speaking the language of the users and keeping their interests and experiences in mind. UGC helps other potential customers learn what a brand is really about and what value it can bring to their lives. This is why Mobs aims to give the UGC industry a platform and marketplace for everyday content creators and marketers to meet and share, collaborating for a common goal: spreading genuine connection between people.
