Trends Report

Spin User-Generated Content Into Brand-Building Gold

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

November 10th, 2016
RS
Ryan Skinner
With contributors:
Brigitte Majewski , Kasia Madej , Laura Glazer

Summary

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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