User-generated content is created for companies to getting people involved and form a community in order to encourage communications and generate ideas. It makes brands more approachable and strengthens brand loyalty. Since the ideas can be generated by anyone, people feel that they contribute to the brand during the process and get a sense of fulfillment once their effort have been shown to the public. Moreover, it also indicates that the brand cares how its customers feel. Launching a campaign on any social media platforms, the movement helps to create buzz and for brand recall.

Coca-Cola’s successful “Share a Coke” campaign motivates consumers to find their names on the Coke label. People are also invited to share their photos with the hashtag #shareacoke to be featured on interactive Coke billboards across country. The campaign is very simple with little extra costs, but makes consumers feel differently when holding a bottle that has their names. Sales also increased by the campaign as people are looking for ones that have the names of their friends and families as well. In addition, regarding to last summer’s most successful campaign- think ALS Ice Bucket Challenge, people participate actively and voluntarily share the posts. I think people like to make a little impact on the world in any forms, so contributing to a big named brand would make them excited.

There are many benefits of launching a user-generated campaign, but the creativity of the campaign is very important in order to make people interested in the campaign first. Usually this kind of campaign is also hard to control. Companies need to constantly monitor during the process and reacts quickly towards customers’ responses.

Source:

http://digiday.com/brands/brands-embracing-user-generated-content/