User-genereated content for advertsing
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User-genereated content for advertsing

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How to take the decision to make UGC advertising ?

How to take the decision to make UGC advertising ?

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User-genereated content for advertsing User-genereated content for advertsing Presentation Transcript

  • 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
  • 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
  • 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
  • Companies that used UGC
    • 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?