UGC Advertising

UGC and ad UGC advertising is often made through user-generated advertising competitions where contestants can win prizes. There are two types of UGC advertising : Commercials fully generated by consumers Commercial partially generated by consumers (advertiser provides some material or gives the idea of the campaign) Advertisers can also choose to put their briefs on some specialized websites : Openad is a website where creatives can pitch on open “ competitions ” and sell their ideas. OpenAd relies on a wide range of talents and variety of backgrounds Blogbang (Publicis) is a platform where anyone can submit his own creation for advertising purpose and earn money with it

UGC advertising is often made through user-generated advertising competitions where contestants can win prizes.

There are two types of UGC advertising :

Commercials fully generated by consumers

Commercial partially generated by consumers (advertiser provides some material or gives the idea of the campaign)

Advertisers can also choose to put their briefs on some specialized websites :

Openad is a website where creatives can pitch on open “ competitions ” and sell their ideas. OpenAd relies on a wide range of talents and variety of backgrounds

Blogbang (Publicis) is a platform where anyone can submit his own creation for advertising purpose and earn money with it

Pros of UGC Creativity of the creations Create buzz about the contest Create awareness and visits on the website Change perception and brand image Let the brand take advantage of the parodies Cost efficiency Communicate with consumers, start a participative community Get insights from consumers' points of view Enables consumers to become familiar with the brand Offer a fun experience to consumers

Creativity of the creations

Create buzz about the contest

Create awareness and visits on the website

Change perception and brand image

Let the brand take advantage of the parodies

Cost efficiency

Communicate with consumers, start a participative community

Get insights from consumers' points of view

Enables consumers to become familiar with the brand

Offer a fun experience to consumers

Cons of UGC UGC is the nightmare of the agencies” Have only a small number of contestants Get low quality of submissions Deteriorate overall marketing communication message with UGC ad Practical issues, like intellectual property rights and compensation UGC ad might already be a faded trend

UGC is the nightmare of the agencies”

Have only a small number of contestants

Get low quality of submissions

Deteriorate overall marketing communication message with UGC ad

Practical issues, like intellectual property rights and compensation

UGC ad might already be a faded trend

Companies that used UGC Home Depot Doritos NFL Alka-Seltzer Sony Toyota Dove KFC Heinz …

Home Depot

Doritos

NFL

Alka-Seltzer

Sony

Toyota

Dove

KFC

Heinz …

Recommendations Control the message, keep directions pick the 5 best videos and let the public vote for their favorite Use an intimate tone (“Crash the SuperBowl”) Final ad should not be end of discussion but start of the dialog Really air it on TV (on cable only if you are shy) Use UGC not only for films (print, games, music) Expect the bad Why not try advertising around user-generated content rather than using user-generated content to create ads?

Control the message, keep directions

pick the 5 best videos and let the public vote for their favorite

Use an intimate tone (“Crash the SuperBowl”)

Final ad should not be end of discussion but start of the dialog

Really air it on TV (on cable only if you are shy)

Use UGC not only for films (print, games, music)

Expect the bad

Why not try advertising around user-generated content rather than using user-generated content to create ads?