4 ways brands are taking advantage of user-generated content that I wish I’d thought of.

Have you ever tweeted about being at an event? Think back to the last conference or talk you went to. Did you post about attending on Instagram or Facebook?

Tweeting positively about attending an event is a public endorsement of that brand. You’re telling your followers that your experience with that brand has been a good one. That endorsement is hugely valuable to them and here’s why:

81% of consumers’ purchasing decisions are influenced by their friends’ social media posts.

It’s perhaps an unsurprising statistic, but it’s also hugely important and brands are taking note. Thinking of including user generated content in your brand marketing? Here are four awesome ways brands are leveraging UGC to promote themselves:


Tweet for cheap Domino’s pizza - #letsdolunch

Setting a challenge with a reward that matches the effort you put in (or surpasses it) is a great way to increase exposure and generate buzz in a relatively short amount of time.

Domino’s UK ran a clever Twitter campaign that got hungry fans chatting about them in exchange for cheap pizza. They asked fans to tweet with #letsdolunch and in return, reduced the price of their most popular pizza.

For every tweet sent before lunch on the day of the campaign, a minimum of £0.01 was knocked off the price of the pizza - overall reducing the price from £15.99 to £7.74.

This simple challenge generated over 800 tweets and quickly got the Domino’s brand in front of thousands more people thanks to fans tweeting to their followers.


Turn back time for an Expedia holiday: #throwmeback

Whilst Dominos asked people to send a pretty throwaway tweet, Expedia asked them to put a little extra thought into digging up their “Throwback Thursday” pictures – with a plan to actually throw them back. 

Every Thursday during the summer, Expedia chose a winning Instagram photo tagged with @Expedia and #Throwmeback and gave the winning recipient a travel voucher to recreate their trip. 

This campaign tried to capitalize on the almost 300 million “tbt” hashtags to date and was a clear way of connecting their brand to those nostalgic, important travel moments and memories in people’s lives. 

By the end of the summer, Expedia had doubled their Instagram following and grew their audience across all platforms. As well as creating a PR-worthy story shared by media outlets, Facebook fans, Twitter followers and travel blogs.


Spread awareness of a killer disease with a Bupa #heartsalute

As you know, social media can be used for more than pizza and holidays.

In Australia, heart disease is the single biggest killer of women. It’s a country where women are three times more likely to die of a heart attack than breast cancer. Sadly there is a common misconception that the disease only affects men.

Bupa joined forces with the Heart Foundation to raise awareness of what can be done to prevent heart disease. To achieve this, Bupa created the #heartsalute, a way for Australians to let others know about this issue simply by raising their hand.

The campaign encouraged people to spread the message by drawing a heart on their hand, before sharing it on social media with important women in their lives.  

It achieved some pretty impressive results, reaching 250 thousand people on Instagram, with over 1000 photos generating 10 million impressions.


Screenshot your phone to get half priced products at Åhléns

To spread the word about their summer collection to a younger audience, this Swedish department store created a game using only Instagram and the screenshot function on smartphones.

In three different Instagram videos, products whizzed by in high speed. If you were fast enough to capture an item in a screenshot, and post it, you got it at half-price.

Thousands of people posted screenshots of Åhléns’ products and automatically promoted the collection among all their followers and friends.

Simple and quick, this campaign made an old-fashioned discount coupon something fun and engaging.


Power your own brand marketing with user generated content

When used well, social content can add a huge amount of value to your brand marketing.

Involving your customers in marketing campaigns can add a level of authenticity and exposure that normal advertising just can’t achieve, as proven by this list of utterly enviable campaigns.

From running social competitions to displaying customer photos on your product pages, Climb.social provides you with the tools you need to power your marketing efforts with user-generated content.

Want to make the most of your user-generated content? Sign up to Climb.social and follow our simple How to Guides.