User generated companies are companies that use the users in order to promote a brand rather than using the brand itself. It is used to publish news related content individually. It is any type of content that is created and marketed by fans. Many companies have used this technique over the years, and here are a few of the ones that were the most successful.
COCA COLA: This company created a campaign called “Share a Coke”. The campaign personalized coke bottles with customers’ names on the labels. Then, the customers were asked to share a photo of them with the personalized bottle and share it on social media platforms such as twitter.
Initially launched in Australia in 2011, this campaign has since moved to all over the world. It has caused an increase of 2% sales after many years of declining revenues.
Starbucks: Another company that used this technique is Starbucks. They launched their “White Cup Contest” in April of 2012. This contest was to created doodles on Starbucks coffee cups and submit pictures of it to be judged.
This campaign lasted only 3 weeks, but 4,000 customers submitted their photos. This generated a large amount of social media activity, especially on Twitter. From there website, they posted “The contest encourages customers in the U.S. and Canada to decorate a Starbucks cup with customized art, take a photo of it, and submit the design through social media using #WhiteCupContest. The winning design will be printed on a limited edition Starbucks reusable plastic cup.(3)”
Burberry: After Angela Ahrendts was appointed CEO of Burberry in 2006, she launched a campaign called “The Art of The Trench”. This was a website where people can interact by uploading comments of people wearing Burberry.
Each image uploaded would feature the person in the photo for 15 minutes giving them their 15 minutes of fame. The company was designed originally to stand alone as a social media platform. Following the launch, Burberry registered a 50% year-over-year increase in e-commerce sales.
Elf Yourself: One of my personal favorite campaigns is the “Elf Yourself” campaign. It is a campaign run by Office Max that lets people create their own silly Christmas cards. Images of peoples faces are uploaded into the website and the bodies become elfs that dance and sing. This campaign is one of the largest user generated campaigns of the century.
another example of user generated content was created in 2012, called Warby Parker: Home Try-On. It is a company that lets you take home 5 pairs of glasses and try them on to decide which pair you want. While you try them on, people are encouraged to take selfies of themselves and hashtag #warbyhometryon. Clients are able to return the ones they didn’t wear with a prepaid return label.