How Big Brands are Increasing Customer Engagement with User-Generated Content
Endorsements from real people can be a powerful and influential tool companies, big and small, can utilize to create brand awareness and credibility. With the advancement of technology and social media, companies are beginning to harness user-generated content from consumers and incorporating it into their marketing mixes. So, who’s doing it best? Here are some big brands that have encouraged their devoted fans to share their experiences through text, photos and videos and are reaping the benefits.
Priceline has created an app that makes it easy to record testimonials on their Facebook page and brag about the deals provided by Priceline.
The enthusiastic fans of Priceline help create better brand awareness and confidence in the company. According to the app creators, VideoGenie, customers made compelling video content that averaged 32 social shares per video, 6 videos viewed by viewer and a 37% click-to-play rate.
KFC’s #HowDoYouKFC is another example of a campaign creating brand awareness and driving sales through user-generated content.
Fans of the fried chicken have proven their devotion to the food through photos and videos of themselves getting KFC themed tattoos, wearing drumsticks to prom or just eating it with friends. As outrageous as some of the real user created content is, the results speak for themselves. In one day, KFC managed to increase their Facebook likes by 400,000. This is a staggering number even for a global company. You can learn more about what made this campaign for KFC so successful here.
Pepsi is another brand that allows customers to post images via hashtags. Pepsi fans are enticed to post pictures, tweets and videos with the possibility of having their work published on the Pepsi website while Pepsi gets free advertising on high-traffic sites like Twitter and Instagram.
To really engage consumers, Pepsi MAX partnered with Jeff Gordon to hold a contest for fans to prove their love for the product to win prizes. The contest had a series of challenges that users could compete in via social media for the grand prize, a trip to Chase Race at Martinsville Speedway. The contest had more than 7,300 entries and more than 700 Pepsi MAX product photos taken by real customers.
In an attempt to promote their versatile hatchback, Nissan created a clever campaign asking consumers to create short videos of their new Versa Note using small paper cutout models of the car. The #VersaVid contest asked users to submit short videos via Instagram or Twitter. The only requirement was that they needed to use small, print-out paper version of the cars.
The key to this campaign was Nissan’s target demographic. Nissan needed a creative way to engage and get the attention of men and women age 25-29. What better way than to utilize a social sharing tool many mid-twenty-something individuals are familiar with? Consumers also had the option to share via Twitter or Instagram. Although this wouldn’t allow all the submitted videos to show up all together on one site, it did give participants more options for sharing.
User-generated content is a powerful marketing tool for both big and small brands. Collecting and sharing content created by devoted fans is now more influential and easier than ever before. The ability to capture content from real people and share it across multiple platforms like websites and social media can increase brand awareness, build trust in a company, and engage consumers.
Know another company harnessing user-generated content? Share it with us!