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!

1. CPG
MARKETING
CAMPAIGNS
TOP

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 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 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 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 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 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 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 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 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. 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.
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