Across the digital marketing landscape, marketers have different perspectives on the risks, opportunities, rewards and responsibilities of user generated content.

Three companies have done an outstanding job of leveraging user generated content include Bjorn Borg, Charlie by Mathew Zink, and Herschel Supply Co.

Bjorn Borg’s “Become a Swedish Export” Campaign

Platform: Facebook App (329,938 likes/4,191 talking about this)

The packaging of underwear encourages consumers to send in their photos to be selected and featured as a Swedish Underwear Model and win free underwear.

 Charlie by Matthew Zink #charliebymz #charliefan Campaign

Platform: Instagram @charliebymz (34,991 Followers)

This elite bikini brand has gone viral by having “fans”, post photos on Instagram of themselves in the swimwear in hopes to be featured on the @Charliebymz account. 

Herschel Supply Co. #wellpacked #welltraveled Campaign

Platform: Instagram @herschelsupplyco (153,654 followers)

This campaign connects a timeless appreciation of travel with the Herschel brand.  Users have adopted Herschel’s #WellPacked concept and layout, and users post these similar photos to craft their own online identity in line with the Herschel brand personality.  They could be featured on @HerschelSupplyCo.

Key Points of these User Generated Social Media Marketing Campaigns:

• They all are photos that people would want to share on their own accounts, that help craft their identity to their own followers
• They all emphasize the core brand identity
  • Bjorn Borg = Swedish
  • Charlie = Elite & Sexy
  • Herschel = Well traveled

 One Common Trend: A key success factor across all three of these platforms is that they all have a certain level of control.  All campaigns focus on what the main account publishes.  This way the social media managers can be the true authors of the brand, and if a user tries to share content that does not fit with the brand promise, it will not dilute the brands.

The main take away: If digital marketers want to use user generated content to build their brand, they need to have a barrier in check to control what associations the brand builds around their online presence.

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