I remember when Apple launched its iPhone7 and not long after its iPhoneX series, a ton of content from their #ShotOnIphone campaign flooded the internet – from Instagram to YouTube.
It was clear that Apple wanted to send a strong message – that their cameras’ quality had not degraded, and are still functional for both new and old users alike.
The ShotOnIphone campaign encapsulated a challenge where shots taken by 10 iPhone users were featured on Apple’s billboards around cities, at their flagship Apple Stores and even on their online webpage. These winners hauled from Singapore, Germany, Belarus, Israel and USA, just to name a few. Here’s a winning shot by Darren Soh, a fellow Singaporean!
By leveraging on such UGCs, Apple had gone beyond strengthening its product’s (camera function) reliability. They grew their fan base even further – creating even more loyal brand advocates who hold the same beliefs. These consumers that resonate with Apple’s vision are excited to be able to share what they see and feel about the brand to the rest of the world.
Ultimately, these UGCs served as authentic testimonials to Apple that helped regain the trust amongst “disbelievers” who were growing tired of Apple’s lacklustre camera quality that paled in comparison with up and coming competitors like Samsung and Oppo.
I, however, recognise that it’s not possible for all business (especially smaller ones) to do what Apple has done, or what Starbucks had done with its WhiteCup Contest in 2014
So here’s what smaller businesses can do to maximise the use of UGCs:
1. Invite them to write a review, and REWARD them for doing so.
Like Vault Brewery, business can invite customers to write a review on the most frequented social platforms after they’ve made a purchase. Businesses can go further and give them a reward for doing so. An example would be a 10% discount on their next purchase!
So smaller businesses can maximise the use of UGCs by inviting customers to write a review, and REWARD them for doing so.
Like Vault Brewery, business can invite customers to write a review on the most frequented social platforms after they’ve made a purchase. Businesses can go further and give them a reward for doing so. An example would be a 10% discount on their next purchase!
Can you think of other ways small businesses can utilise UGCs to engage their customers?
Audrey's Blog 