User-generated content (UGC) has that exclusive, raw, unfiltered messaging from the voice of everyday users. This voice has the potential to connect with a brand’s current or future customers way more effectively than traditional advertising ever could.
With the huge level of bombardment that consumers face on a day-to-day basis when it comes to marketing emails or messages that they may have mistakenly signed up for, creating real connections is a rarity nowadays. UGC can prove to be a strong symbol of originality and reliability, granting customers the opportunity to become active supporters of the brands they adore.
Building Up Brand Resilience
Image source: The Malaysian Reserve
Brands that stand out among others are those that adapt and communicate clearly with their audience. The UGCs produced by these brands’ customers are one of the major aspects associated with the liveliness of said brand, which further highlights their ability to connect with customers through authentic consumer stories and feedback.
Take Lululemon, for instance. They use real customer feedback and shared fitness experience to convince general consumers about how well their products function in the real world while creating a sense of community within the readers.
In the same way, Red Bull distinguishes itself by sharing UGC that exhibits extreme sports or adventurous activities. Their content not only show off their products in action but also strengthens the emotional connection with their community, driving brand loyalty.
Image source: Redbull.com
These instances demonstrate relevancy in the fluctuating market and ensures that customer voices become the one of the main pillars of their marketing strategy.
Utilising UGC Through Contests and Challenges
However, aside from building brand resilience, one of the most effective ways to utilise the power of UGC is through well-designed contests and challenges. This is a good way to get consumers to create and share their own UGCs. Not only do they involve users, but they also give brands relatable content that truly represent their usage. Here are some past work examples that Kingdom Digital has done before:
Image source: Dettol (Global Handwashing Day)
For the Dettol GHWD campaign, we developed special Instagram filters that would allow users to spread the message on better hygiene. The filters were made to be creative and entertaining, allowing users to easily create and share their content. Apart from the promotion of the importance of hand washing, this approach also ensured that targeted users could interact with the brand at a more personal level.
- Campaign Strategy: Utilised Instagram filters for engaging and shareable content.
- User Participation: Instructed users to use the filters and upload them to their profiles.
- Impact: Increased brand awareness and interactivity through leveraging on the user’s daily routines.
Click here to view the campaign.
Image source: WOODS’ (Raya Lega Duet Challenge)
Our Hari Raya Aidilfitri campaign for WOODS’ focused on raising brand recognition and participation by launching a duet/remix video challenge on Instagram and TikTok. The challenge was to record a jingle of their own, which was professionally recorded in a studio and filmed by our video team.
- Campaign Strategy: Post a song and dance duet/remix video competition with a popular commercial jingle.
- User Participation: People were also given the opportunity to record their own version of the jingle and upload it on Instagram and TikTok.
- Impact: Promoted the spirit of unity and entertainment, therefore creating awareness of the brand amongst the targeted audience.
Click the links below to take a look at the campaign that was done
Image source: Thermos (Go All Out Challenge)
For Thermos, we conducted the “Go All Out Challenge” campaign, in which users were challenged to post a video of them doing 20 or more pushups within 60 seconds. This contest was meant to demonstrate users to be active with Thermos out in the field.
- Campaign Strategy: Launched a competition that was in line with the brand’s positioning of outdoor use and product endurance.
- User Participation: Consumers were encouraged to post videos of their time spent staying healthy and exercising.
- Impact: Enhancing brand interaction through the use of real life situations that involve the combination of staying healthy with the chance to win a Thermos 1.5L Hydration Sports Bottle with Pouch.
For more information on the contest, click here.
But, these UGC contests and challenges do come with a disclaimer. Users will only create to a certain extent when it comes to collaborating with brands.
Lily Omar, Senior Content Writer, said “Regardless of the ‘carrot’ that is being dangled in front of users for participation, if the brand does not coincide with the user’s own personal brand or belief then users will not be willing to partake.”
Which in hindsight, gave the very appeal and power UGC has to begin with.
Experiential Collaborations
Another way that brands can also use UGC is through organising physical touch point engagement activities or partnering with other brands, especially F&B brands. For instance, working with popular cafes or restaurants can lead to creating visually appealing content that people are willing to repost on their page.
- Campaign Strategy: Incorporate with F&B brands to provide novelties that would make perfect subjects for social media posts.
- User Participation: Encourage attendees to take photos and record videos of the event and share on social media.
- Impact: Create useful and relevant content that can help in improving the brand awareness and appeal.
Final Say
The use of UGC in contests, challenges, and experiential collaborations can be highly beneficial for the brands and increase their engagement. These strategies not only produce unique and valuable content but also help the brand build a genuine relationship with the public, thus indirectly making consumers become the brands’ own promoters.
User-generated content is not just a marketing tool, but rather the focal point of a modern digital strategy due to the substantial improvements it brings to brand authenticity and on how much closer it connects the brand to the community.
Interested in making user-generated contents play a larger role with your brand?
