User-generated content (UGC) has transformed the way brands connect with their audiences, turning everyday consumers into powerful advocates. From viral social media challenges to captivating photo contests, brands have found creative ways to harness authenticity, turning it into a powerful tool to attract and connect with more customers.
In this article, we’ll dive into the top 10 user-generated content examples that have boosted brand visibility and created lasting connections with consumers. These campaigns prove that when customers get involved, the results are often nothing short of extraordinary!
Criteria for choosing the examples
We explored a plethora of user-generated campaigns from various brands before finalizing our list. To assess their effectiveness, we focused on a few key factors essential for evaluating UGC campaigns. Here are the criteria we considered:
- Engagement: The level of interaction the content receives, including likes, shares, and comments, indicating how well it resonates with the audience.
- Authenticity: Content that showcases genuine user experiences and emotions, reflecting real-life usage of products or services.
- Creativity: Unique and innovative content that stands out, demonstrating users' creativity in how they present the brand or product.
- Impact: The measurable effect of the UGC on brand awareness, customer trust, and sales conversions, highlighting its effectiveness in marketing.
- Diversity: A variety of content types (photos, videos, testimonials, social media posts, etc.) and representations from different demographics, showcasing inclusivity.
If you want to learn more about UGCs, check out our full guide below.
10 best user-generated content examples
Here are the 10 best user-generated content examples that we’ve picked. We’ve also discussed the type of UGC it is and why the campaign worked so well.
Apple: #ShotOniPhone campaign
Type of UGC: Social media content
The campaign was launched by Apple in 2015 to highlight the photographic capabilities of iPhone. It encourageds users to share their best photos on social media with the hashtag #ShotOniPhone.
Why it worked: Apple features selected photos in ads and billboards, showcasing the camera's quality and building a community among users. This campaign helps promote the brand through real user experiences.
Aerie: #aerieREAL campaign
Type of UGC: Social media content
Initiated in 2014, Aerie encouraged people to post unretouched or unfiltered photos of themselves wearing Aerie products with the hashtag #aerieREAL to encourage women to embrace their natural beauty.
Why it worked: The campaign worked because it promoted body positivity and authenticity by encouraging unretouched photos, resonating with consumers tired of unrealistic beauty standards. This message of self-acceptance empowered women, fostering brand loyalty and widespread social media engagement and acceptance.
Bumble: #MakeTheFirstMove campaign
Type of UGC: Social media content
In 2016, Bumble encouraged women to share stories of how they made the first move to start their romantic relationship.
Why it worked: The campaign worked because it aligned with the brand’s core values of women empowerment and gender equality, encouraging users to share personal stories. This authentic storytelling fostered engagement, strengthened Bumble’s community, and reinforced its mission of giving women control in the dating space.
Nike: #PlayInside campaign
Type of UGC - Social media content
Nike’s #PlayInside campaign, launched in 2020 during the height of the pandemic, encouraged people to stay active indoors while keeping safe. The campaign urged athletes and fitness enthusiasts to share their at-home workout routines on social media using the hashtag #PlayInside.
Why it worked: By promoting creativity and motivation for staying fit indoors, Nike fostered a sense of community and helped people stay connected during challenging times, all while reinforcing its message of athleticism and perseverance.
#ファフ のコブラプッシュアップ！
— RockOnRugby!!! (@rockonrugby) May 11, 2020
45秒で何回？数えれた人います？#デクラーク #スプリングボクス#ラグビー南アフリカ代表🇿🇦#セールシャークス#livingroomcup #NIKE#PlayInside #challenge#playfortheworldhttps://t.co/iy724diH83 pic.twitter.com/yDQjllL2yF
Lays: #SmileWithLays campaign
Type of content: Social media content
The #SmileWithLays campaign featured Lay's bags with smiling faces, encouraging people to share photos of themselves with the bags on social media. For each post with the hashtag #SmileWithLays, Lay's donated meals to those in need.
Why it worked: The #SmileWithLays campaign worked because it combined a fun, shareable visual element with a charitable incentive, encouraging users to engage by sharing photos on social media. The feel-good factor of contributing to a cause through simple participation boosted the campaign’s reach and impact.
Starbucks: #WhiteCupChallenge
Type of content: Social media content
The Starbucks White Cup Challenge in 2014 invited customers to decorate a plain white Starbucks cup and submit their designs on social media. The winning design was featured on a limited edition reusable cup, encouraging creativity and customer engagement.
Why it worked: The Starbucks White Cup Challenge worked because it tapped into customer creativity and offered the chance for personal expression, fostering strong engagement. The opportunity to have a winning design featured on a product created excitement and a sense of ownership among participants.
Nykaa: #NykaaBeautyBook
Type of UGC: Video content
The #NykaaBeautyBook video reviews campaign invites customers and beauty influencers to share content on platforms like Instagram, YouTube, and TikTok, showcasing their makeup routines and honest reviews of Nykaa’s products.
Why it worked: These unboxing videos, often tagged with #NykaaBeauty or #NykaaHaul, offer potential buyers a real-life glimpse of the products and foster authentic engagement, building trust in Nykaa’s offerings.
Slack’s customer success stories
Type of UGC: Case study
Slack’s customer success stories invite businesses and teams to share testimonials about how the platform has improved their communication and productivity.
Why it worked: Featured on Slack’s website and social media, these testimonials showcase real customers discussing the specific benefits they've experienced. By highlighting these genuine user stories, Slack builds trust and emphasizes its platform's value to attract potential customers.
Mailmodo
Type of UGC: Case study
Mailmodo’s case study initiative effectively showcases the platform's value through authentic user experiences.
Why it worked: By encouraging users to share their success stories, Mailmodo strengthens its brand reputation and creates a powerful resource for prospective customers seeking proven results in email marketing.
You can read the full case study here.
You can also check out other customer case studies.
Canva - Design challenge
Type of UGC - Contest based
Canva invited users to participate in design challenges and share their creations using branded hashtags such as #CanvaDesignChallenge.
Why it worked: This type of UGC works well because it engages users creatively, encourages active participation, builds a community around shared interests and generates authentic content that showcases the platform's versatility. It also boosts brand visibility as users share their designs across platforms.
Wrap-Up
User-generated content is more than just a marketing tool—it’s about real people sharing their authentic experiences. The examples we’ve explored show how UGC can create deeper connections between brands and their communities, sparking conversations and building trust. Whether it’s a creative social media post or a heartfelt product review, when brands embrace content from their users, they’re tapping into something genuine and powerful. Ultimately, UGC helps brands grow by letting their customers’ voices shine.
