Five Golden Rules To Win With User Generated Content

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UGC, User Generated Content  resonates better with the conversion rates for UGC being 5X higher. Brands have reportedly seen an increase of 10 percent in conversion rates when User generated content has been used in the buyer journey. While Sweepstakes is a commonly used tactic to expand reach for your campaigns, UGC helps you target your existing customers creating a deeper bond with your brand. According to a Forrester research on UGC,  User Generated content is helpful through all stages of buyer journey, making it a key tactic for new product launches.

Consumers research more and more products online and on the go. Consumers don’t just research big-ticket items like cars or computers, they research everyday purchases like toothpaste and cereal. 

Marketers view user-generated content as a critical tool during the early stages of the customer life cycle. 

Marketers employ UGC as a key component of new product launches. For leading consumer packaged goods (CPG) marketers, user-generated content has become a key tactic for new product launches — the lifeblood of CPG brands

Awareness Campaigns For Storytelling

Campaigns that are designed to harness the power of UGC require an awareness campaign that positions the campaign to be unique enough for audiences to react, engage and share. Generating awareness with existing fans and followers can increase conversions from your Sweepstakes Contest.

In a User Generated Content Campaign, Under Armour has effectively used Video advertising to create awareness with a YouTube video to promote the contest with hashtags #RuleYourself and #IWill.

 Customer Centricity

Consumers have a world of content to choose from. If you are too self-serving, you will turn customers away. Instead, focus on your customers’ needs to provide value-added content that puts customer first, product or brand second. Include ratings and reviews wherever possible.

At the same time harness the power of endorsement, turning referrals into a point that creates compelling messages for your audience.

According to Forrester’s report,  “Harness the power of peer-to-peer endorsements by sharing them widely. Incorporate stellar ratings or innovative product uses into point-of-sale materials and online or mobile ads. One CPG manufacturer learned that display ads that incorporate ratings and reviews drove higher web traffic and conversion than ads without such information”.
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Little Caesar’s Launches #LCNation Sweepstakes

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LCCLittle Caesar’s launched a sweepstakes Fan Photo Contest offering Free Hot-N-Ready Pizza for a year as a winning prize for the contest #LCNation. The contest has been launched on Facebook, Twitter and Instagram with posts that invite audiences to  follow the social media account for the brand on Twitter and Instagram and share their best Little Caesar’s pizza pics with #LCNation and #Sweepstakes, with a chance to win Free Hot-N-Ready Pizza for a year. The social networks preferred by US Teens according to Piper Jaffray survey, place Instagram as the most important network based on a survey of 9400 teens above the age of 16 years.

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Little Caesar’s has earlier launched a Nationwide sale, celebrating its best pizza ever, Detroit-Style DEEP!DEEP! Dish pizza, starting November 2 through November 15, 2015,  for  USD 6 in place of regular price of USD 8. Little Caesars Pizza, known for its HOT-N-READY pizza and famed Crazy Bread, is the largest carryout-only pizza chain in the world with locations in all 50 states and 18 countries and territories worldwide. Little Caesar’s is known for  quality ingredients, such as fresh, never frozen, mozzarella and Muenster cheese, dough made fresh daily in every store and sauce made from farm fresh crushed tomatoes. Little Caesar’s Hot-N-Ready large pizzas are now available for USD 5.

 

https://www.instagram.com/p/BANO6nUgdae/?taken-by=littlecaesars

 

 

User Generated Content For Gamification and Loyalty

Gamification is the new Loyalty game changer for brands with engagement rates higher than usual for brands that offer rewards for customers. Little Caesar’s has effectively used UGC for Gamification with a prize making audiences more loyal to the brand.

McDonald’s has earlier launched McDonald’s Game Time Gold Sweepstakes giving out,a grand prize for USD 500,000 every week, with winners announced on social media channels, based on codes, with no purchase necessary. Starbucks for Life gave five winning entries Free Starbucks For Life for contest that run from December 8, 2015, through January 11, 2016, with codes that they received on Starbucks purchases. For audiences who do not make it to the free Starbucks for Life win,  25 people won one year’s worth of free Starbucks, 125 won a month’s worth of joe, and 500 won a week’s worth.

Taco Bell launched Explore that rewards consumers for their behavior which is automatically detected with the app rewarding audiences for behavior such as mobile ordering or social media engagement.“As a brand, we wanted to create a unique experience that truly rewarded our fans for living their life and sharing online,” Taco Bell spokesperson representative Matt Prince told Loyalty360. “Rather than requiring consumers to just purchase menu items or interact with the brand to gain rewards, we’re connecting in a more personal way and tapping into an existing social habit to elevate what it means to ‘Live Mas.’”

A similar rewards program offered by Pepsi Pass rewards audiences  allowing consumers to earn points  by simply hanging out with their friends who also have the app, for a chance at hourly ticket prize-wins, or access a universe of prizes ranging from trips to  top music festivals and concerts and dining credit with a range of Pepsi partner restaurants.

Little Caesar’s use of photo contest banks on existing consumer behavior of sharing photos, linked to a prize.

User Generated Content For Content Discovery 

UGCUGC is known to inspire trust in brands and trust in Reviews and recommendations varies for different categories, with 69 percent Trusting reviews and recommendations in restaurant category  . For brands that link User Generated Content with Rewards are likely to inspire trust and loyalty from the audience.

Creating different iterations of UGC Contest linked to sweepstakes can engage different audience segments for your brand. Using UGC as a tactic for your Contests can strengthen the emotional bond for your brand with your audiences. A contest design preferred by audience segment helps audiences discover your brand content.

 

 

User Generated Content For Conversion

UGC increases CTR for your campaign by 5X when visual UGC is leveraged in ads, and increases conversions by 10 percent, according to statistics shared by OfferPop.

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Visual UGC Increases Engagement

OfferPop found that there is a 50 percent lift in engagement with Visual UGC in social campaigns. Additionally, people tend to spend 90 percent more time on a website when a UGC Gallery is included. Effectively regramming UGC photo posts and including the photo posts in your brand content can increase conversion and CTR.  According to SproutSocial, AEO uses Visual UGC for retention and influencer activation, “American Eagle Outfitters does a good job of this by encouraging customers to use the hashtags #AEOstyle and #AerieReal on Instagram and Twitter, letting them know that the best images will be featured on the brand’s website.”

https://www.instagram.com/p/BAaIioJgyKv/?taken-by=americaneagle

Visual UGC for Referrals

UGC can be linked to referral marketing programs, such as tag five of your friends for increased chances for the draw.

UGC For Activation

Visual UGC can be linked to activation programs that require audiences to perform a certain action such as site visit, app download, subscription service sign up or sign up for a rewards program for increased chances to sweepstakes.

 

 

Five Golden Rules of Engagement With UGC

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UGC, User Generated Content, is seen to  resonate better with the conversion rates for UGC being 5X higher. Brands have reportedly seen an increase of 10 percent in conversion rates when User generated content has been used in the purchase path. While Sweepstakes is a commonly used tactic to expand reach for your campaigns, UGC helps you target your existing customers creating a deeper bond with your brand. According to a Forrester research on UGC,  User Generated content is helpful through all stages of buyer journey, making it a key tactic for new product launches.

Consumers research more and more products online and on the go. Consumers don’t just research big-ticket items like cars or computers, they research everyday purchases like toothpaste and cereal. 

Marketers view user-generated content as a critical tool during the early stages of the customer life cycle. 

Marketers employ UGC as a key component of new product launches. For leading consumer packaged goods (CPG) marketers, user-generated content has become a key tactic for new product launches — the lifeblood of CPG brands

Awareness Campaigns For Storytelling

Campaigns that are designed to harness the power of UGC require an awareness campaign that positions the campaign to be unique enough for audiences to react, engage and share. Generating awareness with existing fans and followers can increase conversions from your Sweepstakes Contest.

Lucky Charms has announced #LuckyCharms sweepstakes awarding ten lucky winners with a box of Lucky Charms cereal, according to a General Mills blog post, “It’s simple! Just share a photo of yourself holding an imaginary box of Lucky Charms on Facebook, Twitter or Instagram between October 14 and 18 using #Lucky10Sweepstakes”. While promoting your Sweepstakes “Articulate the keywords and Hashtags that are mandatory for your campaign discovery. Build the same in your messaging“.

 

In an another User Generated Content Campaign, Under Armour has effectively used Video advertising to create awareness with a YouTube video to promote the contest with hashtags #RuleYourself and #IWill.

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