7 User-Generated Content Examples and Why They Work So Well - Bazaarvoice

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7 user-
generated
content
examples
and why
they work so
well
A M P L I F Y C O N T E N T, B U I L D L O Y A L T Y, D R I V E
CONVERSION
Todd Greenbaum
Sr. Marketing Manager, Client
Programs
December 30, 2020
1 of 17 1/27/22, 13:42
7 user-generated content examples and why they work s... https://www.bazaarvoice.com/blog/7-ugc-examples/
Word-of-mouth marketing has long been considered one of the most

effective types of marketing. It drives $6 trillion in annual spending, and in
today’s digital world, it typically happens through user-generated content.
But what are some user-generated content examples?
User-generated content (UGC) refers to content — photos, video, text, etc.

— that’s created and published by unpaid contributors. And it’s a big win for
brands. When consumers post about a brand on social media, they
influence their followers’ buying decisions. In fact, 85% of people say UGC
is more influential than content made by brands directly, according to
Adweek.
What makes it so successful? Let’s take a look at some user-generated

content examples and explore why they work so well.
1. Monsoon: Make UGC
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shoppable
On its website and social media, fashion retailer Monsoon asks shoppers to
share photos of its products with the hashtag #MyMonsoon.
These images are pulled into on-site galleries, enabling consumers to easily
shop the looks they see. And when Monsoon started using this same UGC
in its email campaigns, click-through rate increased by 14% and revenue by
3%.
Why it works
This kind of imagery enables shoppers to more easily picture how individual
items will look on them because they can see real people — not just models
— wearing and enjoying the products.
But instead of just inspiring customers, Monsoon empowers them to take

action. From the shoppable UGC gallery, consumers can make a purchase
directly from the look they want to recreate.
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2. Doritos: Provide
content creation tools
To keep users engaged with its brand, Doritos launched
doritoslegionofthebold.com, a site where users can create branded images
and videos that Doritos shares on its social media accounts.
Fans have created everything from snack-centric weather forecasts to

pictures of themselves lounging in piles of nacho chips. Doritos keeps users
engaged on the site with public challenges, such as its “oddly satisfying
challenge,” which invites creators to make “hypnotizing” videos for a
chance to be featured in its Instagram Stories.
And the fan-made content, such as the post below, receives thousands of
likes and comments.
Why it works
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The content from this campaign is outrageous and funny, so it’s no surprise
that it drives a lot of engagement.
But Doritos isn’t just sharing photos of people enjoying its product with its
Legions of the Bold campaign. It’s actually driving users to its website and
providing them with tools to create one-of-a-kind content. And giving fans
the opportunity to create their own works of art makes consumers feel
connected to the brand.
In other words, it’s nacho average UGC campaign.
3. Parachute: Think
outside social media
Direct to consumer bedding and bath brand Parachute encourages their
audience to use the hashtag #MyParachuteHome in content featuring the
company’s products. Parachute then repurposes customers’ photos in
promotional content, not just social media posts.
For example, the brand uses UGC in retargeting ads, illustrating how real
consumers use Parachute products. These ads, such as the right-hand one
below, generated a 35% higher click-through rate and a 60% lower cost per
click than ads that don’t feature UGC like the left-hand one below.
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But Parachute doesn’t limit itself to implementing UGC in digital campaigns

alone. The company also features UGC content on an insert card, enclosed
in order boxes, that showcases how other buyers have made Parachute
products a part of their home — and no doubt inspires consumers to snap
some pics of their own and make another purchase.
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Why it works
Many brands overlook opportunities to use UGC outside of organic social
posts. Parachute, however, shows the value in repurposing this content and
featuring it in ads, inserts, email campaigns, and more.
4. Glossier: Foster a
community that wants to
share
Beauty brand Glossier drives engagement with its social content by
encouraging customers to get vulnerable and share their selfies. It does this
by posting customer stories that are often heartwarming, as well as
numerous photos of people using Glossier products.
In fact, the beauty brand relies more on customer-submitted imagery than it

does on models and product shots. It even attributes 90% of its revenue to
its fans, who eagerly take to social media to post photos of themselves
using and wearing Glossier products.
For example, when the brand launched its Mega Greens Galaxy Mask,
thousands of users shared selfies of themselves in the mask with the hashtag
#maskforce, which Glossier reposted on its own social accounts.
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Why it works
Getting recognition is one of the key reasons we post on social media, so
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UGC gives followers the chance to step into the spotlight. And Glossier
does this with compassion and flair.
The #maskforce selfies are unique, feminine, often humorous, and 100%
real, making them right on-brand for Glossier. The company aims to make
“every single woman . . . an influencer,” according to founder Emily Weiss,
and Glossier’s sharing of user-generated content does exactly that, giving
every user a chance to be the face of the brand.
5. Citizens of Humanity:
Launch campaigns with a
social angle
Premium denim brand Citizens of Humanity put a social justice spin on user-
generated content with its #WEAREALLHUMANITY campaign.
For every photo posted with the hashtag, $10 is donated to UN refugee
agency USA for UNHCR.
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Why it works
This example of user-generated content is effective because it gets people
involved in a worthy cause, and Citizens of Humanity is exactly the kind of
brand that its target audience wants to be associated with. In fact, 75% of
millennials believe it’s important for companies to give back to society. And
campaigns that give back like this one drive engagement because users are
eager to share how they participated.
6. La Croix: Curate a
branded look
The social media accounts of sparkling water La Croix are filled with user-
generated content. From fan art to photos of young adults — its target
demographic — posing with their favorite flavors, La Croix populates its
feeds with content created by people who clearly love its product.
And although the content comes from a variety of creators, La Croix

manages to maintain a consistently branded look. Scroll through its
Instagram page and you’ll see bright colors, sunny landscapes, and smiling
faces again and again.
La Croix accomplishes this in part by hosting giveaways of branded

merchandise, such as the shirt featured below, and by providing interactive
displays that its fans want to engage with.
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Why it works
This user-submitted photo is an ideal example of La Croix’s user-generated
content because it’s colorful, authentic, and humorous. And, most
importantly, even its user-generated content is on brand.
7. Aerie: Be inclusive
This lingerie and swim brand invites customers of all ages and sizes to wear
its designs. Aerie even pledged to stop retouching swimsuit photos and
encouraged its audience to do the same.
To promote this message through UGC, the brand donates $1 to the

National Eating Disorders Association for every unedited swimsuit photo an
Instagram user posts with the hashtag #AerieReal.
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Why it works
This campaign allows consumers to see real, unedited images of people
wearing the products. It encourages body positivity among participants
and has a charitable angle that modern consumers expect of brands.
Consumers are more likely to share UGC when they feel accepted and
celebrated by an inclusive brand, like Aerie, so the campaign encourages
engagement.
Turn customers into

brand ambassadors with
user-generated content
These examples of user-generated content illustrate how you can empower
customers to do word-of-mouth marketing on your brand’s behalf. But in
order to take advantage of UGC marketing, brands must provide
consumers with opportunities to share their creations.
Invite customers to post content with a specific hashtag, share user photos
on social accounts, or add an on-site shoppable gallery, like Monsoon’s.
Brands can also create opportunities for fans to interact with branded
merchandise, like La Croix did, or direct users on site to make original
content, like Doritos did.
By making user-generated content an integral part of your marketing efforts,

you’re giving potential buyers an authentic look at what your customers
think of you rather than simply providing them with your brand’s
perspective.
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7 user-generated content examples and why they work s... https://www.bazaarvoice.

December 30, 2020

Word-of-mouth marketing has long been considered one of the most

User-generated content (UGC) refers to content — photos, video, text, etc.

What makes it so successful? Let’s take a look at some user-generated

1. Monsoon: Make UGC

But instead of just inspiring customers, Monsoon empowers them to take

Fans have created everything from snack-centric weather forecasts to

In other words, it’s nacho average UGC campaign.

But Parachute doesn’t limit itself to implementing UGC in digital campaigns

In fact, the beauty brand relies more on customer-submitted imagery than it

And although the content comes from a variety of creators, La Croix

La Croix accomplishes this in part by hosting giveaways of branded

To promote this message through UGC, the brand donates $1 to the

Turn customers into

By making user-generated content an integral part of your marketing efforts,

The audit your UGC program needs

Marketing ROI calculator: How user-generated content impacts sales

The 101 on UGC

Explore more content on these topics:

Amplify Content Drive Conversion

Social Commerce Social Media

Social Publishing User-generated Content

Visual And Social Content

Related resources All resources

How to boost your Marketing to Gen Z:

Read more Read more

The future of retail and

SOLUTIONS RESOURCES COMPANY CLIENT SERVICES

Launch Products Improve Content Mix Asset Library About Bazaarvoice

© Bazaarvoice. All rights reserved. Legal Privacy Terms

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