User-generated content: do you really need it? Hannah Law
**RE-POST from Ogilvy&Mather slideshare account.**
User-generated content is (still) a popular tactic. But it is often not the right one.
Many consumers don't have the passion or time to truly participate with, and create content, for most brand. Of course, there are exceptions: if you are marketing for the Apple and Coca-Cola's of the world; or if you have a campaign informed by an accurate consumer insight and supported by brilliant execution.
David Yankelewitz, Group Creative Director at Ogilvy, and I created a guide to the pros and cons of user-generated content (UGC), including a recommendation on how to do it effectively (should you dare to proceed!).
User-generated content: do you really need it? Hannah Law
**RE-POST from Ogilvy&Mather slideshare account.**
User-generated content is (still) a popular tactic. But it is often not the right one.
Many consumers don't have the passion or time to truly participate with, and create content, for most brand. Of course, there are exceptions: if you are marketing for the Apple and Coca-Cola's of the world; or if you have a campaign informed by an accurate consumer insight and supported by brilliant execution.
David Yankelewitz, Group Creative Director at Ogilvy, and I created a guide to the pros and cons of user-generated content (UGC), including a recommendation on how to do it effectively (should you dare to proceed!).