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For B2C Marketing Professionals

Spin User-Generated Content Into Brand-Building Gold

Strategic Approaches To UGC Infuse Brands With Trust And Credibility While Minimizing Risk

November 10, 2016


Why Read This Report

The inherent authenticity of user-generated content (UGC) is kryptonite to even the most super of brands. Consumers' honest perspectives deflate brand mythologies and reveal once-hidden flaws. But marketers are learning that this same content builds brands, too. Authentic and aspirational UGC powers some of the best brand-building seen in recent years, including campaigns from NYX Cosmetics, Procter & Gamble's Always, Vans, and YouTube. This report guides B2C marketers in turning the untapped potential of UGC into brand-building gold, with a specific methodology for strategically leveraging UGC supported by documented use cases.

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Table of Contents

  • Customers Trust Each Other More Than They Do Brands
  • Use The Post Process To Apply UGC Strategically
  • Recommendations

  • Gather Key Facts Before Starting Your UGC Program
  • Supplemental Material
  • Related Research Documents

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