User-genereated content for advertsing

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How to take the decision to make UGC advertising ?

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User-genereated content for advertsing

  1. 1. UGC Advertising
  2. 2. UGC and ad <ul><li>UGC advertising is often made through user-generated advertising competitions where contestants can win prizes. </li></ul><ul><li>There are two types of UGC advertising : </li></ul><ul><li>Commercials fully generated by consumers </li></ul><ul><li>Commercial partially generated by consumers (advertiser provides some material or gives the idea of the campaign) </li></ul><ul><li>Advertisers can also choose to put their briefs on some specialized websites : </li></ul><ul><li>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 </li></ul><ul><li>Blogbang (Publicis) is a platform where anyone can submit his own creation for advertising purpose and earn money with it </li></ul>
  3. 3. Pros of UGC <ul><li>Creativity of the creations </li></ul><ul><li>Create buzz about the contest </li></ul><ul><li>Create awareness and visits on the website </li></ul><ul><li>Change perception and brand image </li></ul><ul><li>Let the brand take advantage of the parodies </li></ul><ul><li>Cost efficiency </li></ul><ul><li>Communicate with consumers, start a participative community </li></ul><ul><li>Get insights from consumers' points of view </li></ul><ul><li>Enables consumers to become familiar with the brand </li></ul><ul><li>Offer a fun experience to consumers </li></ul>
  4. 4. Cons of UGC <ul><li>UGC is the nightmare of the agencies” </li></ul><ul><li>Have only a small number of contestants </li></ul><ul><li>Get low quality of submissions </li></ul><ul><li>Deteriorate overall marketing communication message with UGC ad </li></ul><ul><li>Practical issues, like intellectual property rights and compensation </li></ul><ul><li>UGC ad might already be a faded trend </li></ul>
  5. 5. Companies that used UGC <ul><li>Home Depot </li></ul><ul><li>Doritos </li></ul><ul><li>NFL </li></ul><ul><li>Alka-Seltzer </li></ul><ul><li>Sony </li></ul><ul><li>Toyota </li></ul><ul><li>Dove </li></ul><ul><li>KFC </li></ul><ul><li>Heinz … </li></ul>
  6. 6. Recommendations <ul><li>Control the message, keep directions </li></ul><ul><li>pick the 5 best videos and let the public vote for their favorite </li></ul><ul><li>Use an intimate tone (“Crash the SuperBowl”) </li></ul><ul><li>Final ad should not be end of discussion but start of the dialog </li></ul><ul><li>Really air it on TV (on cable only if you are shy) </li></ul><ul><li>Use UGC not only for films (print, games, music) </li></ul><ul><li>Expect the bad </li></ul><ul><li>Why not try advertising around user-generated content rather than using user-generated content to create ads? </li></ul>

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