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Best Examples of Consumer Generated Marketing

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Looking for ways to engage with your customers and promote your brand? Consumer-generated marketing might be the answer. This type of marketing involves using content created by customers to showcase your brand and products.

It’s a powerful way to build trust and authenticity with your audience. It also helps you reach new customers through word-of-mouth.

There are many different types of consumer-generated marketing, from user-generated content on social media to customer reviews and testimonials. In this article, we’ll explore some of the best examples of consumer-generated marketing and what makes them so effective.

Whether you’re a small business owner or a marketing professional, you’ll find plenty of inspiration and practical tips to help you harness the power of consumer-generated marketing for your own brand.

Defining Consumer Generated Marketing

Consumer generated marketing (CGM) is a type of marketing that involves consumers in the creation and dissemination of marketing messages. In this type of marketing, consumers are not just passive recipients of marketing messages but active participants in the marketing process.

CGM can take many forms, including user-generated content (UGC), customer reviews, social media posts, and online forums. The goal of CGM is to create a more authentic and engaging marketing experience for consumers, as well as to build stronger relationships between brands and their customers.

One of the key benefits of CGM is that it allows brands to tap into the creativity and enthusiasm of their customers. By involving consumers in the marketing process, brands can create more relevant and compelling messages that resonate with their target audience.

Another benefit of CGM is that it can help to build trust and credibility for brands. Consumers are more likely to trust the opinions and recommendations of their peers than they are to trust traditional advertising messages. By leveraging CGM, brands can tap into this trust and build stronger relationships with their customers.

Successful Campaigns

Doritos Crash the Super Bowl

Doritos Crash the Super Bowl was a successful consumer-generated marketing campaign by Doritos. The campaign invited consumers to create their own Doritos commercial and submit it for a chance to win a cash prize and have their commercial aired during the Super Bowl.

The campaign ran for ten years, from 2006 to 2016, and received over 32,000 submissions.

One of the most successful commercials from the campaign was the “Ultrasound” commercial created by Peter Carstairs. The commercial featured a father eating Doritos during his wife’s ultrasound, causing the baby to reach for the chips.

The commercial was a hit with audiences and ended up being the top-rated commercial during the Super Bowl.

Starbucks White Cup Contest

In 2014, Starbucks launched the White Cup Contest, a consumer-generated marketing campaign that invited customers to decorate their own Starbucks cups and submit their designs for a chance to have their design featured on a limited edition Starbucks cup.

The contest received over 4,000 entries and resulted in a lot of buzz on social media. The winning design, created by 20-year-old barista Brita Lynn Thompson, featured a black-and-white doodle of coffee cherries, leaves, and cups.

The limited edition cups were a hit with customers and sold out quickly. The campaign was a success for Starbucks, as it generated a lot of positive buzz and engagement on social media.

Strategies for Encouraging Consumer Participation

Encouraging consumer participation is a crucial aspect of consumer-generated marketing. Here are some effective strategies that can help you to increase consumer participation:

Leveraging Social Media

Social media platforms are an excellent way to reach out to your target audience and encourage them to participate in your marketing campaigns. You can use social media to create engaging content, ask for feedback, and encourage users to share their experiences with your brand.

One effective way to leverage social media is to create a hashtag campaign. You can create a unique hashtag that represents your brand or marketing campaign and encourage users to use it when they share their experiences on social media.

This can help to increase brand awareness and encourage user-generated content.

Creating Contests and Challenges

Contests and challenges are a great way to encourage consumer participation. You can create a contest or challenge that is related to your brand or marketing campaign and offer prizes to the winners. This can help to generate enthusiasm and encourage users to participate.

When creating a contest or challenge, make sure that it is easy to understand and participate in. You should also make sure that the rules and guidelines are clear and concise. This can help to avoid confusion and ensure that participants understand what is required of them.

Analyzing the Impact

Brand Engagement Metrics

One of the most significant impacts of consumer-generated marketing is the increase in brand engagement metrics. When consumers create content related to a brand, they are essentially promoting it to their network of friends and followers.

This promotion can increase the reach and visibility of the brand, resulting in higher engagement metrics such as likes, shares, and comments on social media platforms.

According to a study by Crowdtap, user-generated content (UGC) is 35% more memorable than other types of media, and it also generates 4 times higher click-through rates. This means that UGC can be a powerful tool for brands to increase their engagement metrics and drive traffic to their website.

Consumer Trust and Loyalty

Another significant impact of consumer-generated marketing is the increase in consumer trust and loyalty.

When consumers create content related to a brand, they are essentially endorsing it to their network of friends and followers. This endorsement can increase the trust and credibility of the brand, resulting in higher levels of consumer loyalty.

According to a study by Ipsos, 92% of consumers trust earned media, such as recommendations from friends and family, above all other forms of advertising.

This means that UGC can be a powerful tool for brands to increase consumer trust and loyalty.

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