10 Creative UGC Ideas to Inspire Your Next Marketing Campaign

User-generated content (UGC) is a game-changer for brands, and the numbers prove it.

In fact, user-generated content significantly influences purchasing behavior, with 79% of consumers reporting its impact on their decisions.

While large brands often lead the way with innovative marketing, UGC is not exclusive to them. Businesses of any size or industry can leverage it to enhance their strategy and drive results.

Whether you’re a small business owner or a marketer for a mid-sized brand, leveraging UGC can give you authentic, impactful content that resonates with your audience.

Discover 10 real-world UGC ideas of successful UGC campaigns from big brands, packed with actionable ideas for your marketing strategy.

What Is UGC, and Why Is It So Powerful?

User-generated content is any content created by your customers or UGC creators instead of your brand. This can include images, videos, reviews, testimonials, and social media posts.

Unlike brand-created content, UGC comes directly from real people. It helps build trust, create a sense of community, and highlight genuine experiences with your products.

Here’s why it works:

• Authenticity: UGC statistics show that 88% of consumers trust recommendations from other users more than they trust branded advertisements.
• Cost-effectiveness: Brands can save on content creation, with UGC typically costing as €35 per video through platforms like Influee. Plus, you can reuse UGC in paid ads, social media posts, websites, and email campaigns.
• Engagement: Campaigns with UGC have a higher engagement than branded ads, with 93% of marketers stating that UGC delivers significantly better results than traditional branded content.

10 UGC Campaign Ideas That Work (With Examples)

While some of the biggest brands show what’s possible with user-generated content, UGC is just as powerful for small businesses. Even without a large following, you can combine content from users, creators, and influencers to craft campaigns that expand your reach and build authenticity.

Let’s explore how some of the biggest brands have successfully leveraged user-generated content to captivate audiences and drive engagement, all while keeping things authentic and relatable.

1. ASOS: #AsSeenOnMe (Fashion)

In 2014, ASOS transformed Instagram into a fashion hub with its #AsSeenOnMe campaign. Customers were encouraged to share photos of themselves wearing ASOS outfits, creating a space where real people became the brand’s models. This simple idea snowballed, with over a million posts showcasing unique styles and helping shoppers visualize how the pieces would look in real life

Why It Worked

• Social Proof: Featuring real customers and influencers styling ASOS outfits built trust and inspired others to join.
• Community Building: The campaign fostered a sense of belonging among ASOS’s audience, aligning with its unisex fashion and beauty ethos.
• Trend Acceleration: Influencers played a crucial role in ensuring the hashtag reached a wider audience and gained even more traction.

Results

The campaign exceeded expectations, with nearly 2.5 million #AsSeenOnMe images shared on Instagram significantly boosting ASOS’s visibility and sales.

Takeaway for Your Brand

User-generated content, combined with influencer marketing, can amplify your brand’s reach. Launch a unique hashtag that celebrates your audience’s individuality and leverage influencers to establish and sustain engagement.

2. Glossier: #GlossierIRL (Beauty)

Glossier kept things simple and authentic with its #GlossierIRL campaign, asking customers to share real-life photos using their products. These posts showed people’s natural beauty and everyday looks, perfectly matching Glossier’s minimal and approachable vibe. Customers loved being featured, turning fans into a loyal community of brand advocates.

Why It Worked

1. Real People, Real Looks: The campaign celebrated natural beauty and diverse experiences.
2. Authentic Content: User-generated posts aligned with Glossier’s brand values of simplicity and relatability.
3. Engagement: Fans felt appreciated when featured, which boosted loyalty and trust.

Results

The hashtag became a key part of Glossier’s success, with thousands of posts shared, creating buzz and a strong community. Glossier’s focus on real customers helped it stand out in the crowded beauty market.

Takeaway for Your Brand

To build a strong community and amplify your reach, start by creating a unique hashtag that reflects your brand’s identity. Then, take the next step by featuring their best posts on your social channels, which not only highlights their contributions but also makes them feel valued.

To ensure the campaign gains momentum and stays relevant, partner with influencers who can help kickstart the trend and keep it going.

3. Starbucks: White Cup Contest (Food & Drink)

In April 2014, Starbucks launched the White Cup Contest, inviting customers in the U.S. and Canada to decorate their iconic white cups and share photos of their designs on social media using the hashtag #WhiteCupContest. The winning design would be featured on a limited-edition reusable cup.

Why It Worked

• Encouraged Creativity: The contest tapped into customers' artistic talents, allowing them to engage with the brand on a personal level.
• Customer Involvement: By featuring user-generated designs, Starbucks made customers feel valued and part of the brand's story.

Results:

The contest generated nearly 4,000 entries in just three weeks, showcasing the creativity of Starbucks fans and driving significant engagement. Following the campaign, Starbucks has sold millions of reusable cups globally, a testament to the campaign’s lasting impact on both brand visibility and customer connection.

Takeaway for Your Brand

Try running a contest that lets customers personalize your products and share their creations online. This can increase interest, build a sense of belonging, and strengthen loyalty to your brand.

4. Dove: #RealMoms (Family)

In 2017, Dove launched the #RealMoms campaign to showcase the diverse and authentic experiences of motherhood. The campaign featured real mothers from various backgrounds, highlighting that there is no single right way to be a mom.

Dove encouraged mothers to share their personal stories and parenting journeys, celebrating both the triumphs and challenges of motherhood.

Why It Worked

• Relatable Stories: The campaign showed real mothers with different backgrounds, making it easy for people to connect.
• Inclusivity: By featuring diverse moms, Dove showed that every parenting journey is unique and valid.
• Emotional Connection: Highlighting both the challenges and joys of motherhood resonated deeply with families.

Results

The #RealMoms campaign enhanced Dove's reputation as an inclusive and caring brand. It sparked conversations about the realities of motherhood and challenged traditional stereotypes, leading to increased brand engagement and loyalty.

Takeaway for Your Brand

If your brand focuses on families, share real-life stories that show genuine experiences. These stories can help people feel connected to your brand, build trust, and make your brand more relatable.

5. Nike: #JustDoIt (Fitness)

Nike’s #JustDoIt campaign isn’t just a slogan; it’s a movement that inspires people to share their personal stories of perseverance, determination, and success. Launched to motivate athletes and fitness enthusiasts worldwide, the campaign encouraged users to post their achievements on social media using the hashtag #JustDoIt.

These posts range from overcoming injuries to reaching fitness milestones, creating a powerful collection of stories that align with Nike’s message of pushing boundaries and never giving up.

Why It Worked

1. Motivation: The campaign gave people a platform to celebrate their efforts and inspire others.
2. Community Building: The hashtag brought individuals together, creating a sense of belonging and shared purpose.
3. Authenticity: Real-life stories added credibility and emotional appeal to the brand.

Results

The hashtag has amassed over 20.8 million posts on Instagram, showcasing a massive library of user-generated content that reflects Nike’s values. This engagement has further strengthened Nike’s position as a leader in the fitness industry.

Takeaway for Your Brand

If you work in the sports or fitness sector, create a hashtag that encourages users to share their training journeys, achievements, or personal milestones.

Tie the hashtag to your brand’s mission, such as promoting determination or celebrating progress. Feature the best user-generated content on your social channels to inspire others and strengthen your connection with your audience.

6. Apple: #ShotoniPhone (Tech)

Apple's #ShotOniPhone campaign is a standout example of user-generated content in marketing. Launched in 2015, the campaign invited iPhone users to capture and share their best photos taken with the device, highlighting the camera's capabilities. Apple selected top submissions to feature on billboards, in print ads, and across online platforms, effectively turning everyday users into brand ambassadors.

Why It Worked

• Authenticity: Showcasing real photos taken by users added credibility and relatability to the campaign.
• Community Engagement: Encouraging users to participate fostered a sense of community and involvement with the brand.
• Visual Appeal: The high-quality images demonstrated the iPhone's camera capabilities, attracting potential customers.

Results

The campaign generated over 6 million user-generated posts on Instagram, leading to 6.5 billion media impressions. It also received 24,000 mentions by global opinion leaders, 95% of which were positive.

Takeaway for Your Brand

If you’re in the tech or consumer electronics sector, create a campaign that encourages customers to showcase how they use your product in their everyday lives. Develop a unique hashtag tied to your product’s key features (e.g., camera quality, durability). For example, if you sell cameras, highlight user photos on a dedicated page or in a gallery.

7. Parachute: #MyParachuteHome (Home & Décor)

Parachute’s #MyParachuteHome campaign invited customers to share photos of their living spaces styled with Parachute products. From cozy bedrooms to elegant living rooms, the campaign highlighted how customers integrated the brand’s home goods into their décor.

These user-generated posts showcased the product’s quality and versatility, inspiring others with real-life styling ideas and making Parachute a trusted name in home décor.

Why It Worked:

• Real Inspiration: Customer photos gave simple and relatable home décor ideas.
• Building Community: Sharing spaces helped customers feel part of a group.
• Product Versatility: Showcasing diverse interiors demonstrated how Parachute products fit into various design styles.

Results:

Since its launch, #MyParachuteHome has inspired 22,700 Instagram posts, building a rich library of real-life styling examples from customers.

Takeaway for Your Brand

Offer styling tips or ideas to help customers showcase your products in creative ways and encourage them to share their results using a branded hashtag. Create a gallery or social media feature that highlights these posts to inspire others and drive engagement. Consider running seasonal themes or challenges to keep the campaign fresh and encourage repeat participation.

8. Lego: #RebuildTheWorld (Kids)

Lego's #RebuildTheWorld campaign, launched in 2019, invited builders of all ages to share their imaginative creations, turning social media into a showcase of innovation. Participants posted a wide range of builds, from playful designs to complex structures, demonstrating the limitless possibilities of Lego bricks. This initiative emphasized that Lego is more than just a toy—it's a tool for creativity, collaboration, and enjoyment.

Why It Worked

• Celebration of Creativity: The campaign highlighted and encouraged the creative potential of individuals, aligning with Lego's core values.
• Family Engagement: By involving families and individuals, it fostered a sense of community and shared experience.

Results

Following the campaign's launch, Lego reported a 5% increase in consumer sales, indicating enhanced brand loyalty and engagement.

Takeaway for Your Brand

To boost creativity and engagement, consider using a UGC platform like Influee to find content creators who align with your brand’s vision. These creators can produce high-quality content showcasing your product in innovative ways.

9. Airbnb: #AirbnbExperiences (Travel)

Airbnb’s #AirbnbExperiences campaign inspired travelers to share stories of their adventures, offering a glimpse into the unique experiences available through the platform. From cozy stays in treehouses to local cooking classes and guided city tours, users highlighted the variety and creativity of Airbnb’s offerings. The campaign emphasized that Airbnb isn’t just about finding a place to stay; it’s about immersing yourself in a destination and creating lasting memories.

Why It Worked

• Authenticity: Real travelers shared genuine stories, making the brand relatable and trustworthy.
• Inspiration: The posts encouraged others to try new experiences and explore different destinations.
• Diverse Appeal: By showcasing unique and varied activities, the campaign resonated with a broad audience.

Results

The campaign was a massive success, with over 250,000 posts on Instagram using the hashtag #AirbnbExperiences. These posts created a vibrant library of real-life travel stories that showcased Airbnb’s unique offerings

Takeaway for Your Brand

Invest in creating immersive experiences that encourage customers to share naturally. For example, design unique, photo-worthy aspects of your product or service, such as creative packaging, engaging in-store displays, or exclusive events. These moments become organic content opportunities for users to share without needing direct incentives.

10. Chewy: #PetsBringUsTogether (Pets)

Chewy's #PetsBringUsTogether campaign invited pet owners to share heartwarming moments with their pets, showcasing the deep bonds between them. Participants posted a variety of content, from playful antics to touching stories, highlighting the joy pets bring into our lives. This initiative resonated with many, fostering a sense of community among pet lovers and reinforcing Chewy's commitment to celebrating the special relationship between pets and their owners.

Why It Worked

• Emotional Connection: The campaign tapped into the strong emotional bonds people have with their pets, making it highly relatable.
• Authentic Content: User-generated posts provided genuine insights into pet owners' lives, enhancing authenticity.
• Community Building: Encouraging users to share their stories fostered a sense of belonging among participants.

Results

The campaign garnered significant engagement across social media platforms, with numerous pet owners sharing their experiences using the hashtag #PetsBringUsTogether.

Takeaway for Your Brand

Use platforms like Influee to connect with pet-loving creators who can start your campaign with relatable content. Follow this with a loyalty program where customers earn rewards for sharing posts with your branded hashtag, helping to build lasting customer relationships and steady user-generated content.

Turning UGC Ideas Into Action for Your Brand

User-generated content is more than just a trend—it’s a proven strategy that can elevate your brand by building trust, engaging your audience, and driving growth. As we’ve seen in these inspiring examples, successful UGC campaigns are built on authenticity, creativity, and community.

From ASOS’s vibrant fashion showcase to Apple’s visual storytelling through #ShotoniPhone, the lesson is clear: your customers are your best advocates.

Here’s how you can get started:

1. Define Your Goals: Decide if you want to boost engagement, grow your social following, or increase sales.
2. Create a Hashtag: A unique, memorable hashtag makes it easy for users to join in and for you to track submissions.
3. Reward Participation: Offer incentives like features on your page, discounts, or exclusive access to your products.
4. Use the Right Tools: Platforms like Influee can simplify the process of finding creators and managing UGC campaigns.

Now is the perfect time to tap into the power of UGC. Start building authentic connections and growing your brand with Influee today.

FAQ

What are UGC content examples?

Photos, videos, reviews, or social posts created by customers, like an Instagram post wearing a brand’s outfit or a YouTube video reviewing a product.

What are some UGC niches?

Popular niches include fashion, beauty, food, fitness, tech, home décor, travel, pets, and family. Each showcases real customer experiences in unique ways. However, UGC isn’t limited to these industries—it works just as well for any product or service, making it a versatile marketing tool for businesses of all kinds.

What are UGC projects?

Organized campaigns where brands ask customers to share content featuring their products, often through hashtags, contests, or features on brand platforms.

What is the most successful UGC?

Campaigns like Apple’s #ShotoniPhone and Nike’s #JustDoIt stand out for their creativity and global impact, turning everyday users into brand ambassadors.