Leveraging user-generated content to build marketing momentum

5th February 2020 by Dominic Rodgers

User-generated content is not a new concept, but whilst it has often been used as the foundation for marketing campaigns in and of itself, we are starting to see how it can be leveraged effectively as a secondary wave of momentum off the back of a brand’s main campaign. We can see some examples of this in Frog’s portfolio. Recently, Rated People launched a new billboard ad in the London Underground. By coincidence, some viewers of the ad have spotted a likeness between the tradesperson in the image and Prince Harry – The in-joke has grown on Twitter, where Londoners are saying that the Prince has surely found new work quickly, following the announcement that the Duke and Duchess of Sussex are moving towards becoming financially independent.

The Rated People team have smartly leapt at this opportunity to propel this second wave of coverage. Running with the joke, they have created a new campaign called #imaratedceleb where they encourage tradespeople on their platform to send in photos of themselves and their celebrity doppelgangers, with the best lookalike later being selected to be featured in an upcoming Rated People ad campaign and being paid £1,000 for their appearance. As a result, the conversation continues to grow on Twitter, all the while with Rated People’s name and image constantly shared.

In a similar vein, McMakler are now also able to leverage new use-generated content off the back of a football sponsorship campaign. It has recently been announced that McMakler are now the official advertising partner of the Bundesliga club Hamburger SV. This means that their logo and brand imagery will be visible in stadiums – So it will be also visible in all photos and videos taken in that space. This does not just apply to official media, but also to fans creating their own content during the game and sharing across their networks, so the amount of brand exposure is increased exponentially beyond simply a logo visible next to the football pitch.

Article by Dominic Rodgers