Marketing
User-generated content paves the way for new brand marketing campaigns
Suzin Wold, senior vice president of marketing at Bazaarvoice, shares insight on why using user generated content in a retailer's social and advertising strategy is a smart and authentic way to connect with the audience and work around physical limitations.
July 14, 2020 by Suzin Wold — SVP Marketing, Bazaarvoice
There is not much that hasn't changed in the world, at least temporarily, due to COVID-19. This is especially true in retail, which has had to adjust in a variety of ways. Not only have physical stores been shut and retail moved mostly online, but brands of all kinds are figuring out how best to navigate or adjust their marketing tactics.
While brands may have had social and advertising campaigns slated in advance to be used during this time, they may now come off as tone deaf. One way to quickly pivot these strategies is by incorporating user-generated content (UGC) into campaigns. By asking consumers for photos and videos of themselves using your products in fun, creative ways, you can create relevant, engaging marketing campaigns that also strengthen your relationships with your brand advocates that submit their content. Below are a few uplifting examples of campaigns that brands are running right now using customer photos or videos.
IKEA — #ShowYourInnerShelves
All of this extra time we're spending at home is coincidentally occurring at the same time that many people do their spring cleaning. So it should come as no surprise that one of the ways people are keeping busy is by deep cleaning and reorganizing their homes. IKEA is encouraging everyone to proudly display their hard work on social media using the hashtag #ShowYourInnerShelves. They're asking their customers to share a picture of their organized shelves, drawers, and closets on Instagram for the chance to be featured on their page.
David's Bridal — #DBLoveStories
Due to social distancing measures, just about everything is canceled — including weddings. After months of planning, thousands of dollars in down payments, and a myriad of travel arrangements made, this is sure to leave countless brides and grooms devastated. While some have opted to postpone, others are continuing on with their weddings, albeit, in a modified fashion. David's Bridal has begun to gather photos from these at-home weddings and post them on their Instagram, using the hashtag #DBLoveStories. They also publish a blog post that goes in depth about each couple and their story.
Lowe's — #BuildThanks
Around the world, people are doing whatever they can to help and give thanks to healthcare and essential workers who are on the front lines of this crisis. From clapping out of windows in the evening to show appreciation to sewing face masks to donate, there are a variety of ways to lend a hand and show your support. Lowe's wanted to share a few simple ways that their customers can use their DIY skills to give much-needed recognition to the heroes risking their lives. They wrote a blog with instructions on how to create various projects that can be displayed on home windows and front lawns, giving thanks and praise to healthcare and essential workers, and first responders. They also encourage those who do the projects to post them on social using the hashtag #BuildThanks.
Jack Daniel's — With Love, Jack
UGC doesn't just have to be reserved for social media campaigns; it can be used in your advertising as well. Whiskey brand Jack Daniel's launched an ad to help promote a feel good message while also acknowledging the times in which we're living. They collected a variety of videos of people socializing while social distancing, from playing tic-tac-toe on either side of a sliding glass door to playing chess over a video call. The relatable campaign gives a sense of solidarity, as we all are finding ways to stay connected while staying safe and separated.
Buffalo Wild Wings — #SportsLiveOn
It has now been around two months since professional sports leagues of any kind have played a game or match, and some people have decided to take this absence into their own hands. Buffalo Wild Wings is working hard to televise these solutions — in their latest ad, they scoured the internet and unearthed some truly unique ways people are replacing live sports. From playing a modified version of golf in which each "hole" is a different household item to a rendition of basketball in which the basket is a wastebasket, sports lovers are getting creative and using the hashtag #SportsLiveOn. See the ad here.
Right now, marketers are faced with continuing to market their brand and products during an unprecedented time, and we're all working to create engaging, time-conscious campaigns without the ability to utilize a studio for professional video and photoshoots. Using UGC in your social and advertising tactics is a smart and authentic way to connect with your audience and work around your physical limitations.
Suzin Wold is senior vice president of marketing at Bazaarvoice.
