December 13, 2016, 6:32 pm
It’s no surprise that companies need to kick it up a notch around the holiday season. People are shopping more, and the competition for consumer dollars is even higher. This means marketers are tasked with the difficult challenge of making their respective brand stand out in the holiday shopping chaos.
Enter: User-generated content.
According to Nielsen, “92 percent of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising.”
When marketers delegate these brand-building responsibilities to consumers, they’re increasing both awareness and trust through word-of-mouth marketing – a smart move during the holiday season.
1. Starbucks' #RedCupArt Campaign
Over the years, it has become a tradition to decorate your Starbucks cup. In April 2014, Starbucks launched a White Cup Contest prompting customers to decorate their iconic white cups. And over the holidays, those decorations switch to the iconic red cup.
This year, Starbucks decided to launch another cup-decorating contest – this time for the holidays. Thirteen chosen designs cover the red cups this holiday season, but you can see all the entries on on Instagram with the hashtag #RedCupArt or at www.redcupcollection.com.
2. Hallmark’s #KeepsakeIt Campaign
Hallmark is known for its emotional holiday campaigns, and this year is no different. Except this year it’s using real people to show the emotional effect a Hallmark keepsake can have on the family.
To promote its Keepsake Collection, Hallmark asked consumers to share pictures of their special holiday moments with the hashtag #KeepsakeIt. While the hashtag makes these moments easy to search on social media, Hallmark also makes the campaign beneficial for online shoppers with a curated list of favorites hosted on the Hallmark website.
3. Coca Cola's #ShareaCoke Holiday Campaign
There's nothing more classic than Coca Cola's Santa Clause holiday can. That was, until, in 2014 when Coke released cans covered with personalized names. Now, around the holidays, those names turn into #Santa," "Someone Naughty," "Someone Nice," and more.
The company's social media accounts encourage consumers to share posts of who they're sharing a Coke with this holiday with the hashtag #ShareaCoke.
4. Oreo's #Colorfilled Campaign
Oreo, the world's best selling cookie, jumped on the adult-coloring book bandwagon last holiday season using its packaging to boost sales. The brand's packs featured illustrated black and white designs of waving snowmen, singing partridges and hugging penguins.
Consumers went online to order a package and design each to their liking. Once consumers completed their holiday Oreo package, Oreo prompted consumers to share on their social accounts with the hashtag #Colorfilled.
5. Budweiser's #HolidayBuds Campaign
Ready to try a UGC campaign for next year's holiday season? Sign up for a demo to see how Social Media Link can help your brand's holiday influencer and advocacy marketing.