Adaily Inspiration Week #25: Best user-generated content campaigns
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For this week we chose user-generated content campaigns. Below you can find our 5 picks, but if you want to see more case studies just click » HERE « and pick filters on top right.
1. “Yes, Couch!” - Facebook
Facebook did the "Yes, Couch!" campaign using a viral cultural moment to drive engagement and traffic to Marketplace.
Mojo Supermarket New York • 2024 • B2C app • United States • North America
Challenge
The challenge of this campaign was to change the perception among young adults that Facebook was irrelevant to their lives. The goal was to drive engagement and increase daily active users by embedding Facebook into a cultural moment that resonated with the target audience. The strategy involved leveraging a viral cultural moment surrounding Jeremy Allen White's Calvin Klein campaign to promote Facebook Marketplace and showcase the platform's utility for social discovery. The execution involved sourcing the iconic red corduroy couch from the CK shoot and listing it on Facebook Marketplace, resulting in massive organic reach and positive sentiment. Ultimately, the campaign successfully increased daily active users by 5.3% and generated 2.7 billion earned media impressions.
Target Group
The target group of the "Yes, Couch!" campaign was young adults who view Facebook as irrelevant to their lives. The campaign aimed to reposition Facebook as a utility for social discovery and engage this demographic by embedding the brand into a cultural moment they care about. The strategy focused on driving young adults to consider Facebook for exploring their interests beyond the traditional social media scroll.
Idea
The main idea of the "Yes, Couch!" campaign was to embed Facebook into a viral cultural moment by sourcing the iconic red corduroy couch from Jeremy Allen White's Calvin Klein campaign and listing it on Facebook Marketplace. The campaign aimed to drive young adults to consider Facebook for social discovery by leveraging a popular cultural event, generating significant buzz, and increasing traffic to the Facebook app.
Results
The 'Yes, Couch!' campaign resulted in significant success. With $0 spent on media, production, or talent, the activation garnered 2.7 billion in earned media impressions with 90% positive sentiment. This led to an increase in the Facebook app's daily active users by 5.3%, totaling 150 million people. The viral campaign engaged the audience, generating widespread coverage in publications like NYTimes, TMZ, and more. Additionally, TikTok videos sharing the campaign received up to 2 million views each. The highlight was the giveaway of the couch on Drew Barrymore's talk show, where the couch and Facebook were featured across two episodes with millions of viewers.
Links
2. “Dubbing The Movie” - Dunhuang Academy
Tencent Pictures did a voice-acting campaign using user-generated content to fund Dunhuang mural restoration.
Tencent Pictures • 2022 • NGO - nature • China • Asia
Challenge
The challenge of this campaign was to find a way to support the restoration of the murals in Dunhuang, which relies on ticket income from tourists, while also addressing the closure of both Dunhuang and Tencent Pictures due to the pandemic. The goal was to bring together these unrelated brands to create a digital event that would engage the stay-at-home audience and generate funds for mural restoration.
Target Group
The target group of this campaign was the stay-at-home crowd, specifically those who are interested in entertainment and animation, and who have access to social media platforms.
Idea
The main idea of this campaign was to collaborate between Dunhuang and Tencent Pictures to create a digital event that allows people to perform their own dubbing for Dunhuang movies. Through this event, people could invite their friends on social media to participate in voice-acting games based on selected cave paintings turned into animations by Tencent Pictures. The aim was to raise funds for mural restoration in Dunhuang by selling tickets for these user-generated content animations.
Results
The results of this campaign were significant. The collaboration between Dunhuang and Tencent Pictures not only provided entertainment for the stay-at-home crowd during the pandemic but also raised funds for the restoration of Dunhuang's murals. By turning five different cave paintings into animation films and inviting the public to participate in a voice-acting game, thousands of user-generated content films were created. These films were made available for ticket sales at a low price of 1 RMB. As a result, the campaign successfully addressed the impact of the pandemic on the movie theater and tourism industries. It also provided an innovative solution by combining viewing, creation, socializing, and public welfare. In terms of fundraising, the campaign raised a remarkable 6.2 million RMB, which directly contributed to the restoration of Dunhuang's murals. This achievement not only helped finance the much-needed restoration work but also garnered a positive reputation for the collaboration between Dunhuang and Tencent Pictures.
Links
3. “#VideoSnapChallenge” - Samsung
Samsung did a #VideoSnapChallenge campaign on TikTok using the power of 8K Video Snap to engage Gen Z and Young Millennials and elevate their creativity.
We Are Social Chippendale • 2021 • Smartphone • Cross-country • Global
Challenge
The challenge of this campaign was to engage and inspire a new generation of creators, specifically Gen Z and young millennials, on their favorite platform, TikTok. The goal was to introduce the power of 8K Video Snap on the Galaxy S21 to this audience and encourage them to express themselves creatively. The campaign needed to capture their attention without disrupting their TikTok experience and encourage them to participate in the #VideoSnapChallenge. Additionally, the campaign aimed to raise awareness for the Galaxy S21 as a powerful creative tool among this target audience.
Target Group
The target group of this campaign was Gen Z and Young Millennials, specifically those who are highly active on social media platforms like TikTok and rely on their devices to express themselves creatively.
Idea
The main idea of the campaign was to introduce the power of the Galaxy S21's '8K Video Snap' feature to a new generation of creators, specifically the Gen Z and Young Millennial audience on TikTok. The campaign aimed to inspire and elevate their creativity by allowing them to capture multiple versions of their authentic self using the feature. The goal was to engage these creators, raise awareness for the Galaxy S21 as a powerful creative tool, and make it the most successful TikTok brand challenge in history.
Results
The #VideoSnapChallenge campaign for the Galaxy S21 achieved exceptional results. The campaign garnered over 34 billion views, surpassing expectations and successfully introducing the 8K Video Snap feature to a global audience of Gen Z and Young Millennials. It generated over 3 billion engagements and received 7 million user-generated content submissions, making it the most successful TikTok brand challenge to date. The campaign effectively raised awareness for the Galaxy S21 as a powerful creative tool, engaging a new generation of creators.
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4. “#IYWYK: Celebrating Real Walmart Shopper Stories On Tiktok” - Walmart
Walmart did a Branded Mission on TikTok to engage shoppers and showcase their value, leveraging the #IYWYK hashtag to gather UGC and increase brand awareness.
Day One Agency New York • 2022 • Retail - other • United States • North America
Challenge
The challenge of this campaign was to humanize the Walmart brand and showcase the value it provides to shoppers during inflationary times. The goal was to drive awareness and capture attention on TikTok's #fyp. The campaign aimed to leverage TikTok's Branded Mission product to engage creators and encourage them to share their best Walmart tips, tricks, and hacks. The challenge was to rally the community of shoppers on TikTok and amplify their insider perspectives to showcase the benefits of shopping at Walmart.
Target Group
The target group of this campaign was Walmart shoppers, particularly those who are active on TikTok. The goal was to engage and amplify the voices of loyal Walmart shoppers, showcasing their knowledge and experiences to humanize the brand and highlight the value Walmart provides.
Idea
The main idea of this campaign was to humanize the Walmart brand and highlight the value it provides to shoppers during inflationary times. They wanted to showcase the knowledge and savings-savvy of loyal Walmart shoppers and create content that would capture attention on TikTok's #fyp. By leveraging TikTok's beta Branded Mission and encouraging shoppers to share their best Walmart tips, tricks, and hacks using the hashtag #IYWYK, Walmart aimed to create an authentic and relatable campaign that would resonate with its target audience.
Results
The #IYWYK campaign by Walmart on TikTok achieved impressive results. The Branded Mission engaged over 500 creators, generating 154.4 million video views. The campaign also achieved a high engagement rate of 20.55%, which was twice the benchmark engagement rate. Additionally, Walmart saw positive results in brand metrics, with an 11.5% increase in ad recall, an 11.1% increase in brand awareness, and a 2.8% increase in brand sentiment. Overall, the campaign successfully gave a voice to Walmart shoppers, showcasing the value and diversity of the brand.
Links
5. “Voice Of Hunger” - Swiggy
Swiggy did a voice note campaign using innovative food-shaped sound experiments.
Dentsu Webchutney • 2019 • Food delivery • India • Asia
Challenge
The challenge of this campaign was to increase the preference of Brand Swiggy among its core user-base of 18-35 year-olds, increase engagement with Swiggy's online community, and increase the fan-base on Instagram. The goal was to create a memorable experience around the brand that would encourage visits to Swiggy. Additionally, the campaign needed to stand out in a competitive market and appeal to millennials, who are increasingly difficult to reach.
Target Group
The target group of this campaign was millennials, specifically those aged 18-35 years old. The aim was to increase preference for Swiggy among this age cohort and engage them with the brand through a unique and memorable experience.
Idea
The main idea of the campaign was to increase preference for Swiggy among its core user-base of 18-35 year olds, increase engagement with Swiggy's online community, and create a memorable brand experience. The campaign focused on using voice notes to create food-shaped sound experiments, with the chance to win a year's worth of food. It involved collaboration with over 100 influencers, real-time interactions with users, and partnerships with popular radio stations and publishers. The campaign generated millions of social impressions, an increase in Instagram followers, and a spike in traffic to Swiggy's platform, resulting in a significant growth in brand interactions.
Results
The "Voice Of Hunger" campaign by Swiggy generated over 16 million social impressions and received over 150,000 voice notes. The campaign resulted in a 40% increase in Instagram followers, with 40,000+ new users aged 18-35 joining Swiggy's Instagram communities. Swiggy's Instagram reach also increased by 7,700%. The campaign led to a 2,100% spike in traffic to Swiggy's platform from Instagram and unintentionally increased orders for food resembling the popular voice note creations by 24% on average. Brand interactions grew by 1,165%, and the campaign even received entries from countries where Swiggy didn't deliver.
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