Back To CourseMarketing Overview: Help & Review
26 chapters | 200 lessons
The TV show Mad Men illustrates the early days of advertising as an industry: a team of clever people in a swanky advertising agency plan creative campaigns for TV or magazines to build brand awareness. Today, while those agencies still exist, the ecosystem of brand messaging has changed dramatically. Brand messages are no longer controlled by the brand owner. Today's technology allows consumers to communicate their view of brands like never before… and they do so happily online.
Consumer-Generated Advertising (CGA), also known as User-Generated Content (UGC) refers to brand content created by users, also known as everyday people who are likely not professional advertising executives nor an employee of the company that owns the brand.
Anyone with a smartphone or video camera can easily create content - like a picture, video or blog post -- about a brand or product. Positive or negative, user generated content builds brand awareness with other people that see that video or blog post online, like on web sites, social media, or online forums.
Chobani, a Greek yogurt company founded in 2005, invited their customers to participate in a brand campaign that boosted brand awareness and sales. Chobani asked real customers to share their 'Chobani love story' in videos, images, and text on the Chobani website and social media.
Chobani ads read: ''Share YOUR Chobani love story. Got a story, song, recipe, painting (or whatever!) that shows your love for Chobani? Share it today! Have your friends vote on it and you could win a CUSTOM CASE OF CHOBANI!!''
As Chobani customers began sharing their content, the company then amplified the messages by crossing mediums, like placing real customer Twitter messages on billboards, or using YouTube videos on television, for example. One of the winning submissions was from customer Stephen Wright who explained how he biked 80 miles to see the Chobani plant and said, ''I'm not a paid actor I'm a real Chobani lover.'' The campaign was so effective that Chobani later reported it created a 225.9% increase in revenue from 2009 to 2010!
Why can Consumer Generated Advertising create such a positive impact on sales? Many research studies have been performed that validate what seems to be common sense--people are more likely to trust and believe the viewpoints of 'regular people' rather than a company or agency promoting a brand for commercial benefit.
In fact, according to Nielson, 83% of people trust recommendations from friends and family, while only 56% of people trust information in brand emails they signed up for. Authenticity and believability of core messages of consumer generated advertising are often more effective than traditional advertising.
CGA can also have a financial benefit, being an inexpensive method of generating awareness. Consumers generating content do not receive payment from a company, although sometimes they do win prizes, prestige, publicity, or promotional items depending on the campaign.
Tourism Queensland, for example, in 2009 used this approach to promote the Great Barrier Reef on a very small budget. By placing classifieds ads around the world, they invited people to apply for The Best Job in the World, which was a 6-month contract for AUD$150,000 as 'Island Caretaker' in the Great Barrier Reef. Anyone could apply by submitting a one-minute video… and 35,000 people did from 201 countries around the world, including the Vatican!
The campaign was so innovative that the press could not resist reporting on it. By the end of the campaign, their few classified ads and local effort earned and estimated $368 million in media coverage, 8.4 million unique website visits, and 55 million page views. In 2013, they repeated a similar campaign with six jobs available including ''Chief Funster.''
Brands cannot control and shape consumer based advertising, which means it can actually detract from a brand reputation rather than help it. In addition, once consumer momentum begins building, it is very hard to stop it, even years later.
In December 2012, Starbucks launched a Twitter campaign with the hashtag #SpreadTheCheer to foster more holiday spirit from its customers. At the same time, they also sponsored an ice skating rink at the London Natural History Museum, with a very large video wall next to it showing the #SpreadTheCheer tweets live. Unfortunately, there was not a filter on content, and since Starbucks had recently been criticized for not paying their corporate taxes while cutting employees salaries, many people used that hash tag to voice negative opinions, including profanity, that was displayed brightly at the museum for all to see. This type of dynamic is also known as hashtag hijacking.
While brands cannot control consumer generated advertising, they often encourage it with user generated content contests that offer prizes or prestige to the winner. For example, the Chobani campaign mentioned earlier offered a prize of a custom recipe Chobani case to the winner. In 2010, Target also ran a similar contest for new college students--the best video submissions of customers opening their college acceptance letters were used in a new national commercial providing prestige to the winners.
Another approach is to create 'buzzworthy' products or concepts that inspire content creation. Coca-cola, in 2016, decided to make their packaging more unique and personalized by printing names and words on their Coke cans, such as 'Share a Coke with Bob.' This resulted in significant Consumer-Generated Advertising, as many users were inspired to take interesting photos and videos featuring the Coke cans and posting them online on social media channels like Facebook and Twitter. One American couple even used Coke cans to announce their pregnancy! About 4.5 million views of that video on YouTube (as of June 2017) is proof that the campaign got people talking and generating even more awareness and interest in Coca-cola. Coke evolved this approach in 2016 by featuring music lyrics on their packages like 'Lean on Me.'
Consumer-Generated Advertising (CGA), also known as User-Generated Content (UGC), refers to brand content created by everyday people like a picture, video or blog post that mentions a brand or product. Positive or negative, user generated content builds brand awareness on web sites, social media, or online forums, and it is often more trusted than traditional advertising. Brand owners can choose to facilitate CGA campaigns with contests, products or concepts that invite mass participation in content creation.
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Back To CourseMarketing Overview: Help & Review
26 chapters | 200 lessons
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