Real-Time, User-Generated Content (UGC) Marketing - Lessons from Shinola [Case Study]
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For marketers working to deliver consistent brand experiences to their followers at social scale, user-generated content (UGC) can be an efficient way to source authentic, timely media directly from ...
For marketers working to deliver consistent brand experiences to their followers at social scale, user-generated content (UGC) can be an efficient way to source authentic, timely media directly from fans. But despite the fact that friend recommendations and online reviews are the two most trusted information sources for consumers making purchases, only 3.3% of e-commerce retailers use user-generated photos as part of their content marketing strategy.
So is real-time, safe and scalable UGC a possibility for content marketers? Absolutely. This 2014 case study shows examples of how Shinola, a retailer of high-quality watches, bicycles and leather goods built in Detroit, uses Percolate's UGC sourcing and approval tool FanBranded as part of their social monitoring and content strategy to quickly activate UGC and forge closer connections with their customers.
Backed by FanBranded, Shinola curates UGC imagery straight from followers who include the campaign hashtag #MyShinola, using Percolate’s integrated media release software to obtain image rights to the content. FanBranded lets Shinola secure full legal rights to user content in minutes, eliminating the need for repeat social media compliance checks.
In a short amount of time, this new workflow has helped Shinola grow its media library without costly photo shoots or recurring legal reviews, increase visual post frequency and engagement on its Facebook page, and show thanks to its fans by publicly featuring their signature looks.
When Shinola’s customers show their pride for their favorite products on social, not only is the brand listening, its also using Percolate to save its marketing team time, energy and resources, while delivering consistently great, real-time content to its followers.
To learn more about Percolate's complete content marketing technology platform, visit www.percolate.com
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