In our latests posts we have been talking about how important user-generated content is for your business, not only is it great for your SEO ranking and user engagement, but it can also help you go viral thanks to the word of mouth marketing.
Today I want to rescue 4 of some of the best user-generated content campaigns of all times, according to my opinion, not only for its originality but also for the virality they caused.
Only 30 seconds of the Super Bowl, the most watched game of the year in the US, costs about $4 million. A great reason for Doritos to create one of the best user-generated content campaigns of all times. With their “Crash the Super Bowl” campaign, Doritos asked their clients to submit 30 seconds Doritos ads to get a dream job at Universal Pictures and win $1 million. Over 4.900 videos were submitted with people participating from 39 different countries. The campaign gathered over 7 million views and with more than 1.8 million reproductions of the winner video “Middle seat”, it proved the power and virality of user-generated campaigns.
Last year it was Coca cola, one of the best marketing makers of all times, who decided to do a 30-second spot exclusively made of content submitted by its consumers. When they asked their teenage fans to send them videos of how they feel when they drink a coke, they received over 400 submissions from around the Globe, and 40 of them did the final cut to their final ad.
I talked about this campaign in the post about WOMM, but I can’t help it, it’s one of my favourites of all time! The original ad from Old Spice, “The man your man could smell like”, was launched in 2010 with great results. It became a cultural phenomenon online and offline.
So the year after, they decided to go one step further and engage with their fans making it possible for them to ask questions to the Old Spice guy and get personalised answers.
The numbers were outstanding. It became the most viewed sponsored channel on YouTube with 236 million YouTube views, 80.000 Twitter followers in 2 days, 800% growth in their Facebook interaction and a total number of fans of over 1.5 million. Of course their sales increased by 107% too.
In 2009, Tourism Queensland promoted the Great Barrier Reef as a global tourism destination with a website encouraging people worldwide to apply for The Best Job In The World, to be a “Caretaker of the Islands of the Great Barrier Reef” for half a year through uploading a video to their website. I specially remember about this campaign as I even applied myself! I wasn’t the only one, over 35.000 people from over 200 countries applied uploading their videos explaining the site why they would be the best carers for the islands.
The results were amazing, over 3 million unique visitors to the website, 28.5 million page views, 6 thousand news stories worldwide and media coverage valued at over $200 million for Tourism Queensland! This is what we call virality!
So, what can we learn from these campaigns? Nowadays, in order to be successful and trusted by your clients, the best you can do is to let them speak about your brand and products. Through user-generated content campaigns, you will get authentic commercial material that millennials trust. Canon, Airbnb, Pepsi-co, Burberry are well-known brands who know already the push UGC can give to their brands. By inviting your consumers to become co-creators of your marketing strategy, you are making them your brand advocates and they will reward you with their loyalty and profitability.
This post is also available in: Spanish