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Archive for the ‘User-Generated Content’ Category

Apple’s 50-Storeys High User-Generated Content Campaign: Simple, Effective & Every Brand Can Learn Something From It

Posted by Amit Mehta | March 10th, 2015 | User-Generated Content

Apple World Gallery

Go big or go home they say. Well, Apple’s latest marketing campaign with user-generated content is big – really really big! After all, it’s occupying the tallest billboard in the world, where else but in Dubai! Talk about being noticeable :).

What we love is how the tech giant is blending online & offline marketing.

Apple iPhone User-Generated Content Marketing

 

 

 

 

 

 

 

Apple recently launched its ‘Shot on iPhone 6’ campaign coincidentally at the same time as Samsung launched its new flagship Galaxy S6. As the name suggests, it revolves around the amazing photos taken on an iPhone 6.

The iPhone 6 (and 6 plus) has fantastic features and its sales have recently helped Apple become the largest smartphone maker in the world .

We know it’s a great phone, but what’s next?

What does Apple need to do to stand out further in a fiercely competitive smartphone market from a giant like Samsung to a very fast growing Xiaomi? The lines of product differentiation between any phones screen size, camera pixels, display resolution are blurring at a breakneck pace.

User-generated content marketing campaign: Apple Style!

Apple iPhone User-Generated Content Marketing

Apple’s trump card towards further strengthening its loyal customer army. Something that all its competitors already envy!

A picture is worth a thousand words- true that!

Instead of focusing on the product shots, Apple decided to focus its marketing campaign on the user experience with the products.

The campaign comprises of 77 photographers from around the world in 70 cities and 24 countries. Apple is bridging the gap between online and offline marketing. Its microsite “World Gallery” showcases all the photos from the campaign. These photos will also be used in print media and billboards across these 24 countries.

By leaving content creation in the hands of its loyal users, turning them into official brand advocates. It’s interesting to see how Apple’s using UGC as the central power of its global marketing campaign.

Apple World Gallery

According to Time:

The switch in tactic—a first for a brand that traditionally favours product shots—will highlight the iPhone’s increasingly prevalent role in photography, both among amateurs and professionals, and is inspired by the popular use of the #iphoneonly hashtag on Instagram.

In our previous blog, we spoke about how user generated content influences decisions a lot more than traditional media/content. Also, why it’s an essential driver for marketing strategies. Apple has just put its authoritative stamp on it!

 

Focusing on website rather than social media networks

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The online campaign is focused on Apple’s website engagement. Consumers can explore stunning photos, read about the cameras features and even buy Apple products. They can still share this content on social media. Its refreshing to see a brand put its online marketing focus on its own website and leave the social media shares to the public. Clearly shows that even in todays day & age, your website is king; should not be ignored.

Fun Fact: Apple neither has a Facebook page nor a Twitter account. Its social media presence is restricted to YouTube and Linkedin.

 

Key takeaways

  1. The user-generated content campaign allows iPhone 6 users to showcase their creativity. What better way to reward brand loyalists?
  2. Photos remind you that iPhones users are in every corner of the world, from Namibia to New Zealand.
  3. It doesn’t matter if the new Samsung Galaxy S6 has more mega-pixels; an iPhone takes brilliant photos. Don’t take Apple’s word for it? See hundreds of beautiful pictures taken by its users.
  4. Apple’s not only strengthening its loyalty among iPhone users but also reaching out to other Android & Windows Phone users with social proof.
  5. A user-generated content campaign has the power to seamlessly blend online and offline marketing channels.

Apple’s unconventional tactics have been highly rewarding a majority of times. Its user-generated content marketing campaign will most definitely reap high rewards! Will competition now play the catch-up game?

Want to create user generated marketing campaigns? Contact Us

 

User-Generated Content: 5 Amazing Ideas To Boost Marketing Campaigns

Posted by Amit Mehta | March 5th, 2015 | Social Media User-Generated Content

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User-Generated Content

User-generated content (UGC) refers to all the content created by a brands end user- as simple as that. Imagine taking a photo with Starbucks and posting it on any social media network with “#ILoveStarbucks”- this is user generated content. UGC includes everything from Facebook/ Twitter posts, YouTube videos, Instagram photos, online reviews etc.

#iloveStarbucks

It forms a part of developing social proof for a brand. In turn encouraging other brand users to create their own brand related content.

According to a survey, millennials aka Generation Y

– Trust UGC 50% more than any other traditional + non UGC media

– Find UGC 35% more memorable

– Let UGC have 20% more influence on purchasing decisions

User-Generated Content Marketing Campaigns

Brands have now understood the wide reach of UGC and are utilizing it to bring customers back on their websites.

UGC can complement existing social media marketing campaigns or help build new ones. Additionally, it can drive high engagement rates & conversations within the community.

If you want to make user-generated content a part of your marketing strategy here are a few steps:

– Encourage customers and fans to create fresh content.

– Create a campaign hashtag that makes the fan content relevant to your brand.

– Find this content and display it on a website/ campaign’s microsite.

 

Social Hubb, our Social Media Aggregator platform helps brands find this user generated content from all major social networks. This includes Twitter, Instagram, Facebook and display it in a bespoke style on websites, mobile apps and anywhere else.

Here are examples of how some brands are utilizing user content:

Hashtag Campaigns: Coca-Cola #ShareACoke

#ShareACoke

What started off as a national level campaign in Australia turned into a global marketing game changer for Coca-Cola. The most popular names where inserted on Coke cans & bottles that read Share a Coke with (insert name). This campaign rolled out in multiple countries. Coke drinkers were more than excited and happy to take this viral by sharing pictures of the cans via #ShareACoke. Various localised microsites developed showcased this user generated content for the world to see.

Brand Website: Pepsi #LiveForNow

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Where there’s a Coke there has to be a Pepsi. The brand displays user generated Instagram images of cans/bottles from all eras on its global website. Based on the region, its promoted hashtag changes from #LiveForNow in the US/ UK to #YallaNow in Middle East among others. I most definitely felt the nostalgia when I noticed Pepsi logos evolve through time and made me stick around to check the rest of the website out.

Competitions: Tissot #TopMoment

Competitions--Tissot-#TopMoment

Tissot one of the title sponsors of the RBS 6 Nations Rugby Championship wanted to engage more with the fans of the tournament. Fans could win a Tissot watch by sharing their pictures and messages via #TopMoment. Tissot used our Social Hubb platform to display this content on the 6 Nations website.

Converting Customers into Super Models: Asos #AsSeenOnMe

#asseenonme

ASOS is setting an excellent example of using user generated content on its website with direct ROI. Customers are encouraged to share their photos wearing ASOS products later catalogued on the website. There is a call to action (CTA) here- the users who click on any of these user images can directly buy the products from the ecommerce portals.

Creating models and brand advocates out of customers is a win- win situation for both parties. As an ecommerce site, they get photos of people wearing their products in real environments rather than a made up model in a studio. This makes these brands feel more authentic to potential customers. And as a user, well who wouldn’t love being a model on a fashion website? Kate Upton or Gisele Bundchen for a day ladies? :)

Additional Mention:

Peer Reviews build trust and loyalty

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87% of consumers have based their decisions on favourable reviews and yet, surprisingly this form of user-generated content is usually overlooked.

Reviews on websites are a perfect way to drive purchasing decisions. It helps increase conversations on the website with potential customers contacting previous ones. These conversations help create an online community that also boosts a websites SEO. Check out our Review Hubb platform for more details to build your websites social proof.

User-generated content marketing can reap high quality rewards for any brand, making the customer feel like a part of a brand’s marketing strategy. Not to forget, increase in shares, likes, comments and the usual social media actions!

Want to create user generated marketing campaigns? Contact Us