25 Sep How to create the perfect UGC contest
User-generated content (UGC) is a popular way to portray the visual content concerning your brand. Since the content itself is coming from real people, users, it is considered as one of the most trustworthy marketing tools. However, UGC can be used even more effectively when engaging your customers to join a brand-related competition, which is used by the companies to appeal to their targeted audience. 280 million people have already taken part in some Instagram competition and the numbers are constantly growing. But how to create a successful competition, that’s the question. All in all, it’s always a good way to show the theory in practice. We will take an example of coffee giant Starbucks and Kvik, Danish well-known kitchen design company as case studies. It will serve as a good motivation and inspiration.
Starbucks and its cups
Starbucks has launched several campaigns related to the design of their cup which they are well-known for. These competitions spur their customers’ creativity and create an engaged community of Starbucks fans who feel like they’re part of the company’s identity. Famous Red Cup campaign is related to their seasonal Christmassy red cups #redcupcontest and the White Cup contest #whitecupcontest entail their official well-known white cups. In both of the contests, customers are supposed to draw their own specific design on a cup with company’s logo which serves as canvas and post it on Instagram with a specific hashtag. People can get creative with the way they take the picture with the cup and spice the pictures up with their own individual turn on it. Nice warm-colored filters and soft colors of the pictures were generally quite popular and reflective towards the overall “feel” of Starbucks official images. Starbucks had been reposting the examples from the contests on their own social media pages to further motivate and engage more potential contestants.
This “rewards” followers who appreciate the shout-out of getting featured in your feed. Starbucks is thus basically tracking and showing off the submissions, whilst consumers are the marketers themselves. Pretty clever, right? It is not just about the shout-outs though. Giving out a proper gift – a rewarding reason to engage is equally important. In the Red Cup contest 3 people were winning a $500 Starbucks gift card each week. In the White Cup contest the winning entry design became a limited edition Starbucks cup and the designer of the cup won a gift card of $300. This all seems pretty obvious – getting a prize for winning. However, what Starbucks does right is the fact that they give out gift cards, so that their customers will get back to them. Win-win on both sides!
Kvik Kitchen and their cool kitchen lives
Kvik is a Danish well-known company offering kitchens, bathrooms and wardrobes in Danish design at affordable prices.
Kvik has recently released an ongoing competition related to life in our kitchens, heart of our homes. How your everyday life in the kitchen looks like? Potential competitors are supposed to snap a picture and tag it with #coolkitchenlife. Apart from their picture being posted in line with others at the Kvik’s website, 50,000 DKK worth of new kitchen is awaiting to the lucky winner.
Kvik’s competition is a perfect example of the use of UGC. Users themselves promote their kitchen lifestyles and their hope for the new beautiful and well-designed Kvik kitchen. Competitors can get more inspiration on Kvik’s website, which showcases all the Instagram pictures in the game. Seeing all the different ways of how people spend their life in the kitchen – whether it’s cooking, playing or just chilling – further motivates this engaged community of competitors willing to win. It also showcases the diversity of how a simple place at home, the kitchen, can be captured creatively. Through the competition, Kvik is building it’s fan base while the engaged audience also is a great source of data for the company. In the end, what is a better way to get to know your customers than seeing your product or service through their eyes?