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Top 11 CPG Marketing Campaigns

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One area many CPG brands have begun seeing success is through capturing User Generated Content, and getting consumers to participate in their promotional programs. By inviting the people who already love your brand to help tell your story—through pictures, videos and posts—you can increase overall awareness with other like-minded customers without having to invest heavily into brand produced content. Offerpop dives in with 11 top-notch examples!

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Top 11 CPG Marketing Campaigns

  1. 1. CPG MARKETING CAMPAIGNS TOP
  2. 2. 2 Top 34 Digital Marketing Campaigns Great Brands Need Great UGC Campaigns With so many CPG brands out there, it is extremely difficult to stand out. Millions of dollars are spent creating unique packaging and investing in traditional advertising tactics that only further add to the noise consumers experience every day. But one area many CPG brands have seen success is through capturing User Generated Content, and getting consumers to participate in their promotional programs. By inviting the people who already love your brand to help tell your story—through pictures, videos and posts—you can increase overall awareness with like-minded customers without having to invest heavily into brand produced content. After looking through this eBook, we’re confident you’ll have the inspiration you need to help make your products stand out in the eyes of your consumers. In this ebook, we have identified 11 of the best marketing programs in Consumer Goods. These experiences range from voting campaigns to quizzes, to personalized galleries and everything in between—but all share the common driver of generating awareness and ultimately getting your consumer to participate in telling your brand’s story. Interested? Read on below!
  3. 3. 3 Top 34 Digital Marketing Campaigns 50% lift in engagement & sharing when UGC is in campaign 35,000+ average campaign views per month 9,400+ average UGC claims & sign-ups On average, Offerpop’s CPG customers have seen:
  4. 4. 4 Top 34 Digital Marketing Campaigns 1 2 “Step Into The Circle” UGC Gallery | Promote Brand Lifestyle with UGC Ciroc Ciroc is a brand commonly associated with celebrations and luxurious living. That’s why they launched this campaign to encompass both of those qualities and more by inviting fans to “step into the circle.” Consumers were able to share photos of their friend groups on social media for a chance to win the ultimate New Year’s Eve party. This campaign is a great example of how to provide incentives and focus on lifestyle rather than make it all about the product itself. #ThePerfectGift UGC Gallery | Increase Hype About Products Near the Holidays Fresh Fresh knows just how important it is to be part of the conversation during the holidays. So to get their customers participating with the brand, Fresh asked users to share #ThePerfectGift photos and tweets on social media for a chance to win a Fresh shopping spree. The beauty of this campaign is it was easy to launch and increased both awareness and engagement with fans, which helped Fresh stay top-of-mind during the busy shopping season.
  5. 5. 5 Top 34 Digital Marketing Campaigns 4 “Set + Refresh” Video Gallery | Use Video to Inspire Shoppers DermaBlend Makeup tutorials are seemingly taking over the Internet, and DermaBlend took notice. That’s why they decided to feature videos from beauty moguls using their Set + Refresh products. They sourced this content from social media, and used them to give viewers a little inspiration. It becomes easy to shop the products used in each video, because they’re displayed on the same page, directly below each piece of UGC. This experience is perfect for engaging customers who need a little direction, and are interested in beauty topics as a whole. 3 #LoveBeerLoveLife Commerce Gallery | Increase Awareness of & Excitement About an Upcoming Event Harpoon Brewery Every year Harpoon hosts HarpoonFest in Boston, and to increase conversation surrounding the event, they launched this fun campaign. Users are invited to share how they #LoveBeerLoveLife for a chance to win tickets for themselves and three friends to attend the festival and enjoy some more Harpoon beer. The result is an engaging gallery that increases conversation about the event, and the brand as a whole. Engagement marketing campaigns that produce killer UGC? We’ll drink to that!
  6. 6. 6 Top 34 Digital Marketing Campaigns 5 6 “Chunky NFL Craveman” Pop and Unlock | Use a Partnership to Drive Sales Campbell’s Since Campbell’s is the “Official Soup Sponsor of the NFL,” they decided to have a bit of fun incorporating NFL players into their Pop and Unlock campaign. In it, consumers can click around to reveal which soup a given player deemed as their favorite in fun and playful video. Since fans often idolize these players, this campaign was the perfect way to surface multiple endorsements for the soup in a personalized and interactive manner. “Hollywood Glam” UGC Gallery | Increase Social Engagement with Popular Products Ardell Ardell knows how valuable it is to get consumers talking about and engaging with their brand. Which is why they chose to showcase their fans’ favorite influencers wearing Ardell’s false lashes on social media. In this campaign, popular bloggers and makeup artists share their “Hollywood Glam” look and encourage others to do the same. These awesome photos that the brand collected serve as the perfect way to provide a little red carpet style inspiration with Ardell’s products.
  7. 7. 7 Top 34 Digital Marketing Campaigns 7 “Mrs. Meyer’s Homemaker” Video Contest | Play into Consumers’ Lifestyles with UGC Mrs. Meyer’s In order to capitalize on their audience’s lifestyles, Mrs. Meyer’s ran a variety of campaigns where entrants showed off how the brand’s products helped them in all of their homemaker ventures. The finale of it all was a video contest where finalists shared their interests, and impressed viewers with their DIY skills. The multiple-stage effort was designed to play into the lifestyle associated with Mrs. Meyers products, instead of merely push the products themselves. TIP! Once UGC has been collected, consider leveraging it on your brand’s website. Consumers spend 90 percent more time on a site when a UGC Gallery is on the homepage!
  8. 8. 8 Top 34 Digital Marketing Campaigns 9 8 #EverydayZoya UGC Gallery | Engage Loyal Fans and Showcase Products Zoya Zoya knows that many of their fans are extremely passionate about their makeup products and love to get creative. Which is why they encouraged users to share their makeup creations using the #EverydayZoya hashtag. Zoya curated this great content to find the best of the best examples, and then showcased this UGC directly on the website. By surfacing fan submitted photos on their site, average consumers are better able to identify with the content and picture themselves using the products. “Stories of Strength” Video Gallery | Play Up Emotions to Strengthen Charitable Partnership Tylenol In order to increase the conversation around the charity DoSomething.org, as well as their own brand, Tylenol invited consumers to share videos that showcase “Stories of Strength” about their loved ones. Emotional campaigns like this are especially effective, since submitters are easily compelled to share content relating to the people that matter to them most. Additionally, for every video submitted, Tylenol made a donation to the charity, while also collecting passionate UGC to showcase on their page.
  9. 9. 9 Top 34 Digital Marketing Campaigns 11 #TostitiosPlus2 UGC Gallery | Collect UGC of Customers Using Products Tostitos Tostitos inspired participation by asking their consumers to share pictures of their best Tostitos culinary creations. This yielded a variety of images that in turn caused viewers to think about Tostitos products in new and interesting ways. Various types of nachos, snacks, and appetizers that used Tostitos products were submitted, and presented in a gallery that any foodie would love. By viewing the gallery, fans could get a little inspiration from their peers before submitting their own quality UGC. This campaign also featured a sweepstakes component that offered tropical vacations to a few lucky participants. 10 “Winner Winner Perdue Dinner” Commerce Gallery | Drive Sales of Relevant Products Perdue Perdue is a prime example of taking UGC to the next level. In their “Winner Winner Perdue Dinner” UGC gallery, Perdue did a great job of showcasing both fan-submitted photos alongside featured Perdue content to maximum the effectiveness of the campaign. Additionally, since only a few participants earned grand prizes, Perdue decided to surface coupons to anyone who visited the gallery. This campaign was extremely effective in getting consumers sharing while also surfacing relevant content from the brand in a non-abrasive way.
  10. 10. 10 Top 34 Digital Marketing Campaigns As you can see, there are practically endless possibilities when it comes to launching your next UGC campaign. Keeping your brand’s voice, your particular audience, and your objectives in mind will inevitably pay off. Whether you’re looking to count down to an event, engage customers on social media, or allow fans to participate in quizzes, with these templates you’ll have everything you need to take your digital marketing to the next level. Ready to jump right in? Contact one of our Visual UGC Strategists today!
  11. 11. Offerpop’s Visual UGC Marketing SaaS platform empowers brands to encourage andleverageusergeneratedcontentateverystageofthebuyerjourney,improving marketing performance. Leading brands and agencies use Offerpop’s Visual UGC platform to create campaigns and promotions from a library of templates to inspire the creation of quality UGC, manage and leverage UGC across marketing channels, and build consumer profiles to improve segmentation and targeting. The company is headquartered in New York City, with offices in London. ©2015 Offerpop, Inc. offerpop.com | 646.380.4609 360 Park Avenue South, 20th Floor New York, NY 10010 facebook.com/Offerpop twitter.com/Offerpop

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