People trust real people more than they trust brands. That’s exactly why user-generated content campaigns are a goldmine for marketers. When your customers, employees, and followers create content for you—whether it’s reviews, social media posts, or testimonials—it hits differently. It’s authentic, organic, and way more persuasive than any ad you could run.
The best part? You don’t have to create it yourself. Your audience does the heavy lifting, giving you a steady stream of credible, relatable content that builds brand awareness, boosts engagement, and influences buying decisions. And let’s not forget—most of this content is positive, making it a powerful tool to attract new customers and turn them into loyal fans.
But hold up—it’s not all sunshine and rainbows. When you open the doors to user-generated content campaigns, you’re inviting all kinds of feedback, including the occasional negative comment. That’s why smart brands curate, monitor, and engage with UGC to keep the conversation flowing in the right direction.
At the end of the day, UGC is more than just free content—it’s a way to showcase the human side of your brand, making you more relatable, approachable, and ultimately, more sellable.
So, let’s dive into some killer user-generated content campaigns, break down what makes them work, and show you how to leverage them like a professional.
What is UGC? And Why Should You Care?
User-generated content (UGC) is exactly what it sounds like: content created by real people that’s about your brand (or somehow connected to it). It could be a glowing review, a social media post, an unboxing video, a blog mention, or even a podcast shoutout. Basically, if someone other than your brand is talking about you online, that’s UGC—and trust me, it’s marketing gold.
Now, here’s the kicker—user-generated content campaigns aren’t just about getting free content. They’re about building trust, engagement, and social proof. In fact, according to a 2024 Consumer Research report, 40% of shoppers say UGC plays a huge role in their buying decisions—more than product comparison charts (39%) and even product videos (37%). That’s right—real people’s opinions matter more than polished ads.
But here’s where the smart brands separate themselves from the rest. A savvy social media manager doesn’t just wait around for tagged mentions. They actively track, curate, and engage with content that aligns with the brand, even if it wasn’t directly tagged. Because every conversation about your brand—whether you’re mentioned or not—is an opportunity to build loyalty and amplify your message.
Take Nike, for example. They’ve mastered user-generated content campaigns by encouraging their audience to create and share content using hashtags like #AirMaxMondays. They then repost the best content on their official social channels, fueling more engagement and strengthening their brand community.
At the end of the day, UGC is more than just marketing—it’s a movement. It turns customers into brand advocates, builds credibility, and gives you content that’s more authentic, relatable, and powerful than anything you could create in-house. So if you’re not tapping into UGC yet, it’s time to wake up and get in the game.
Why Should You Use UGC in Your Marketing?
One word—because it works. No gimmicks, no fluff. User-generated content campaigns are one of the most effective ways to drive engagement, boost trust, and build a strong brand community. And the best part? It doesn’t cost you a dime.
Think about it—your audience is already talking about your brand. They’re sharing reviews, posting unboxing videos, dropping testimonials, and tagging you in their stories. So why not harness that content and amplify it to reach an even bigger audience?
#1. More Content, Less Effort (And Cost!)
Creating fresh, high-quality content consistently isn’t easy—especially when you’re juggling a million marketing tasks. That’s where user-generated content campaigns save the day. You get diverse, real, and engaging content—without the heavy lifting.
Instead of spending thousands on ad creatives, let your customers do the talking. Their content is authentic, relatable, and persuasive, making it more powerful than any brand-produced material. And since UGC is free (or costs very little to acquire), it’s one of the most cost-effective ways to scale your content strategy.
#2. Consumers Want Brands They Can Relate To
Today’s buyers aren’t just shopping based on price and product—they care about brand values, authenticity, and connection. They want to support businesses that align with their personal beliefs. That’s why corporate social responsibility (CSR) is such a game-changer, especially for brands with a global presence.
More importantly, people trust other people way more than they trust ads. A Sprout Social study found that 57% of consumers will spend more with a brand they feel connected to, and 76% will choose it over a competitor.
UGC makes your brand more relatable, more human, and more real. Instead of polished marketing copy, potential customers see actual people using and loving your products. And that kind of authenticity? It’s priceless.
The Modern Word-of-Mouth Marketing
At the end of the day, UGC is word-of-mouth marketing on steroids. It turns happy customers into brand ambassadors and gives your brand social proof that no traditional ad can compete with.
So, if you’re not already leveraging user-generated content campaigns, it’s time to jump on the trend. Your audience is already talking—now it’s up to you to listen, engage, and amplify their voices.
Types of UGC Content: What Counts as User-Generated Content?
Not all content comes straight from your marketing team. In fact, some of the most powerful, trust-building content out there is made by real people—your customers, followers, and brand advocates. That’s the magic of user-generated content campaigns—they turn everyday users into your biggest promoters, effortlessly.
So, what kind of content counts as UGC? Let’s break it down:
#1. Social Media Posts & Shares
When customers love your product, they’ll shout about it on social media—posting Instagram stories, tagging you in tweets, or sharing their experiences on TikTok. These organic shoutouts are gold because they spread brand awareness like wildfire.
Pro Tip: Encourage users to tag your brand and use a dedicated hashtag so you can easily track and reshare their posts.
#2. Customer Reviews and Ratings
People trust other customers more than they trust ads. Reviews on platforms like Google, Yelp, and Trustpilot can make or break a buying decision. A well-placed, glowing review is sometimes all it takes to convince someone to hit ‘Buy Now.’
Pro Tip: Want more reviews? Ask for them! Make it easy for customers by sending a follow-up email or offering a small incentive.
#3. Case Studies and Success Stories
Nothing speaks louder than real success stories. Whether it’s a B2B client who doubled their revenue using your software or a skincare customer who finally found their holy grail product—case studies add credibility and trust.
Pro Tip: Turn long-form case studies into bite-sized social content—think Instagram carousels, LinkedIn posts, or short video testimonials.
#4. Referrals and Word-of-Mouth Recommendations
Your best marketing tool? A happy customer who tells their friends. A solid referral program can turn loyal buyers into brand evangelists by rewarding them for bringing in new customers.
Pro Tip: Give both the referrer and the new customer a juicy incentive—discounts, freebies, or store credit work well.
#5. Community Forums & Discussions
Ever seen people rave about a product in a Facebook group or a Reddit thread? That’s UGC at its finest. Forums and communities give people a space to share experiences, ask questions, and recommend brands they trust.
Pro Tip: Create your own brand community or actively engage in niche forums where your audience hangs out.
#6. Webinars, Podcasts, and Live Streams
If people are talking about your brand on a podcast or inviting you as a guest on a webinar, that’s UGC too! It’s a great way to tap into new audiences while building credibility.
Pro Tip: Repurpose podcast content into blog posts, YouTube clips, or quote graphics for social media.
#7. Conferences & Industry Events
When customers mention your brand at a conference, feature you in a presentation, or highlight your product in an event recap—it’s user-generated content on a whole new level. It positions your brand as a leader in the industry while reinforcing trust.
Pro Tip: If you’re sponsoring an event, encourage attendees to tag you in their posts and use your event hashtag.
#8. Testimonials and Video Reviews
A simple “This product changed my life” video can be more powerful than an entire ad campaign. People relate to real experiences, so showcasing customer testimonials humanizes your brand and builds instant trust.
Pro Tip: Video testimonials perform better than written ones, so try to collect and share them on your website and social platforms.
At the end of the day, user-generated content campaigns aren’t just a “nice-to-have”—they’re a must for any brand looking to boost credibility, engagement, and sales.
As Neil McKenzie, a tourism marketer for Yarmouth & Acadian Shores, puts it:
“We often have to push our operators to encourage patrons to tag restaurants so we can pull that content into their listings. Content creators see value in being featured, and it helps local photographers and creators trying to get off the ground.”
Translation? If you want UGC, ask for it! Customers love being featured, and it benefits everyone—your brand, your followers, and the creators themselves.
So start tapping into the content goldmine that’s already out there—because if you’re not leveraging UGC, you’re leaving serious engagement (and sales) on the table.
3 Key Sources of User-Generated Content?
If you want to run successful user-generated content campaigns, the first step is knowing who to feature. Are you showcasing your brand’s culture? Highlighting real customer experiences? Or showing how awesome your team is?
The trick is to be intentional about who you want to involve in your UGC strategy. Here are three major sources of UGC you should tap into to make your content more authentic, engaging, and impactful.
#1. Customer-Generated Content: The Real MVP of UGC
When it comes to user-generated content campaigns, customer-created content is king. Why? Because people trust other people way more than they trust brands.
According to the Local Consumer Review Survey 2024, 50% of consumers trust online reviews as much as personal recommendations from family and friends. That’s huge!
Nobody blindly buys products anymore. Customers do their homework—checking reviews, scrolling social media, and watching unboxing videos before making a decision. When people share real, unfiltered experiences, it builds credibility, trust, and FOMO (fear of missing out).
Example: Take Megan Gilbert’s viral TikTok of the Admont Abbey Library in Austria. She’s not a paid influencer—just a regular person who shared something cool. That one post racked up nearly 7 million views and 31,000+ comments!
Why does this matter? Because it proves the power of word-of-mouth marketing. When UGC is done right, it creates buzz, attracts new customers, and makes your brand feel real and relatable.
Pro Tip: Want more customer UGC? Make it easy for them! Encourage them to tag your brand, use a dedicated hashtag, or run contests to reward the best content.
#2. Employee-Generated Content: Your Brand’s Secret Weapon
Your employees aren’t just team members—they’re walking, talking brand ambassadors. And when they share content about their work experience, it humanizes your brand and makes it more approachable.
Stat Alert: Brand messages are reshared 24x more when posted by employees rather than the company itself (Neal Schaffer). That’s free reach you don’t want to ignore!
Example: Take Emma Prunty, content editor at DMI, who shared a behind-the-scenes LinkedIn post about her work. It gave people a peek into the brand’s culture—making it feel more personal and relatable.
Why it works:
✅ Builds trust – People relate to people, not corporate-speak.
✅ Boosts engagement – Employees have their own networks, giving your brand organic exposure.
✅ Shows brand values in action – Instead of just saying your company has a great work environment, let employees show it.
Pro Tip: Want to kickstart employee-generated UGC? Encourage your team to:
#1. Share behind-the-scenes moments from work
#2. Talk about projects they’re proud of
#3. Show team culture (fun events, milestones, achievements)
If your brand is just starting out and doesn’t have a ton of customer UGC, employee content is a great place to begin!
#3. Brand Advocates: The Loyal Fans Who Hype You Up
Brand advocates are die-hard fans—people who genuinely love your brand and talk about it without being paid to do so. Unlike influencers, they don’t have to be internet-famous to be crazy effective.
Example: Let’s say you have a customer who always engages with your content, leaves glowing reviews, and recommends you to friends. That’s a brand advocate in the making!
How to Find Your Brand Advocates:
✅ Check your reviews – Who’s already talking about your brand in a positive way?
✅ Look at social media mentions – Who’s tagging you, posting about you, or replying to your posts?
✅ Engage with them – If someone already loves your brand, invite them to be a part of your UGC strategy.
Pro Tip: Want to turn a happy customer into a brand advocate? Make them feel special. Feature them in your content, give them early access to products, or simply say thank you. When customers feel appreciated, they’ll hype you up even more.
The Bottom Line: UGC is the Ultimate Marketing Cheat Code
At the end of the day, user-generated content campaigns aren’t just about “free” content—they’re about building trust, community, and brand loyalty in a way that traditional marketing just can’t match.
So, whether it’s a happy customer, a proud employee, or a die-hard fan—UGC is out there, waiting to be discovered. The question is: Are you leveraging it yet?
Brands That Are Crushing It with UGC
Now that you understand what user-generated content (UGC) is (and isn’t), let’s check out some inspiring examples for your own campaigns.
While many brands use UGC to build a strong and authentic presence, we’ve handpicked those that stand out the most.
Plus, we’ll share tips on how you can apply these strategies to your own marketing efforts.
#1. GOPRO & UGC: WHEN CUSTOMERS DO THE MARKETING FOR YOU
When it comes to user-generated content campaigns, GoPro is in a league of its own. The brand doesn’t just sell action cameras—it sells a lifestyle. And that lifestyle? It’s all about adrenaline, adventure, and capturing moments worth reliving.
GoPro has mastered the art of turning customers into content creators—without forcing it. The product itself is built for action, making it ridiculously easy for users to shoot, share, and showcase their experiences. In fact, GoPro users generate around 6,000 videos daily. That’s an insane amount of free marketing.
And let’s be real: nobody likes staged, corporate-looking content anymore. People crave authenticity, and GoPro taps into that big time by showcasing real people doing real things—skydiving, surfing, skiing, hiking, and everything in between. It’s not just a camera; it’s an experience, and that’s what keeps people hooked.
How GoPro Gets People to Create and Share UGC
GoPro isn’t just hoping users will post content—it actively fuels its user-generated content campaigns with smart strategies. Here’s how they keep the content flowing:
#1. Hashtags That Do the Work
GoPro encourages users to slap #GoPro on their posts. Their social media team then scouts for the best content to reshare, making creators feel seen and hyped up.
Why it works: People love recognition. The possibility of being featured on GoPro’s official page is enough motivation to keep the content rolling in.
#2. Featuring Customer Content on Their Own Platforms
Instead of relying on traditional ads, GoPro lets customers tell the story. They regularly upload user-created videos on their website, YouTube, and social media, reinforcing that GoPro isn’t just a brand—it’s a movement.
Why it works: Social proof is gold. If thousands of people are capturing insane adventures with GoPro, others will want in on the action.
#3. Partnering with Tourist Attractions
GoPro teams up with adventure spots—think skydiving centers, theme parks, and exotic resorts—to give visitors free access to their cameras. Visitors record their experiences, and—boom!—instant UGC.
Why it works: Visitors are already pumped about their experience. Giving them a GoPro makes it easier to capture and share, which means more exposure for the brand.
#4. Seamless Social Sharing Integration
GoPro makes sharing stupidly easy. Users can snap, edit, and upload their videos straight from the camera—no complicated steps, no excuses.
Why it works: If sharing is effortless, people are more likely to do it. It’s that simple.
#5. Running Competitions & Challenges
Events like GoPro Awards keep users engaged by rewarding the best content with cash prizes and global recognition.
Why it works: Who doesn’t love a little friendly competition? It gamifies content creation, making people even more eager to share.
Lessons You Can Steal from GoPro’s UGC Playbook
Even if you’re not selling an action-packed product like GoPro, you can still create killer user-generated content campaigns. Here’s how to apply their tactics to your brand:
✅ Know What You Stand For – GoPro isn’t just about cameras; it’s about adventure. Figure out what “feeling” your product or service creates and lean into that when building your UGC strategy.
✅ Showcase Your Community – Feature real customers, not just polished marketing content. People trust other people way more than they trust brands.
✅ Make It Easy to Share – Remove friction. Whether it’s a hashtag, an easy upload process, or a clear CTA, don’t make users jump through hoops to share their experiences.
✅ Create Incentives – People love recognition and rewards. Competitions, challenges, or exclusive features can give them a reason to participate.
✅ Partner Up – Collaborate with brands or influencers that align with your values to amplify your reach.
GoPro didn’t just build a product; they built a movement—and they let their customers be the storytellers. The result? An endless stream of free, high-quality content that keeps their brand relevant, aspirational, and insanely shareable.
If you’re looking to launch or improve your user-generated content campaigns, take notes from GoPro. Give your audience a reason to create, make it effortless to share, and watch the magic happen.
#2. DORITOS
Doritos didn’t just dip its toes into user-generated content campaigns—it went all in and made history with the legendary #CrashTheSuperBowl contest. This wasn’t just some basic ad challenge; it was a full-on creative battle where fans got the chance to outdo Doritos’ own marketing team.
The deal? Create an epic Super Bowl commercial that could beat anything the brand itself could cook up. The grand prize? A cool $1 million and the ultimate bragging rights—having your ad aired during the most-watched event on TV. Yeah, no pressure.
Tina Mahal, Senior VP of Marketing at PepsiCo Foods North America, broke it down:
“When we first launched this campaign nearly 20 years ago, it was groundbreaking—giving fans a level of creative control and brand ownership that had never been seen before. Even today, we believe the best ideas come from taking risks, being bold, and championing our fans. Now that people have more access than ever to creative and ad-making tools, we’re hyped to see what they come up with.”And trust, the entries did not disappoint. One standout was “Goat 4 Sale,” a finalist video that had audiences rolling. It was peak entertainment—quirky, unexpected, and packed with the Doritos vibe.
What You Can Learn from Doritos’ Playbook?
Want to level up your user-generated content campaigns like Doritos? Here’s how:
✔️ Tap into a major event – Whether it’s the Super Bowl, the Oscars, or even a trending local festival, find something big that gets people talking and tie your campaign to it.
✔️ Make your hashtag count – A catchy, clever, or challenge-based hashtag can take your campaign viral. Bonus points if it’s easy to remember and directly linked to your brand.
✔️ Give people a reason to participate – Let’s be real—people love incentives. Whether it’s a grand prize, free products, or just the chance to be featured, make sure you’re offering something exciting.
✔️ Set the creative vibe – Share fun, engaging examples to give people an idea of what you’re looking for. The wilder, funnier, or more emotional, the better.
Doritos turned a simple contest into a pop-culture moment, proving that when you put creativity in the hands of your fans, they’ll run with it—and sometimes, even outdo you.
#3. SEPHORA’S BEAUTY INSIDER COMMUNITY
Sephora didn’t just create a loyalty program—they built an entire beauty-obsessed squad. The Beauty Insider Community is more than just a place to rack up points; it’s a full-blown hub where makeup lovers, skincare junkies, and beauty newbies come together to swap tips, spill their holy-grail product secrets, and hype each other up.
This genius move wasn’t just about loyalty—it was one of the smartest user-generated content campaigns out there. Sephora basically handed over the mic to its customers and said, “Y’all know best—so share it!” And trust, they did.
What made this UGC campaign pop?
✔️ Real people, real results – Sephora knew that no one sells a product better than a customer who actually loves it. The Beauty Insider Community is filled with makeup looks, honest reviews, and skin transformations—all powered by real users, not scripted ads.
✔️ That FOMO effect – Seeing someone rave about a foundation that changed their life? Instantly makes you wanna try it. User-generated content fuels product discovery in the most natural, hype-worthy way.
✔️ A sense of belonging – It’s not just about products; it’s about connection. Beauty lovers help each other out, whether it’s finding the perfect red lipstick or tackling a skincare meltdown. And when people feel like they’re part of a community, they stick around.
✔️ Inspo on repeat – From how-to guides to before-and-afters, the community’s content keeps the inspiration flowing. And Sephora keeps the engagement alive by featuring top contributors and rewarding active members.
How to Steal Sephora’s UGC Playbook for Your Brand:
#1. Create a space where your customers can shine – Whether it’s a forum, a hashtag, or a private group, give them a place to share their experiences.
#2. Encourage participation – Ask questions, host challenges, and reward engagement. A little incentive goes a long way.
#3. Feature user content like a pro – Highlight your most engaged fans on your website, socials, and emails. Nothing builds brand loyalty like a customer seeing their post on an official brand page.
#4. Make it easy to share – Sephora seamlessly integrates social sharing, making it effortless for users to post their beauty wins. Whatever your brand is about, make sure your audience can flex their experiences with ease.
At the end of the day, Sephora didn’t just sell beauty—it let real people define it. That’s the magic of user-generated content campaigns done right.
#4. NATIONAL GEOGRAPHIC’S #WANDERLUSTCONTEST
National Geographic’s #WanderlustContest was a masterclass in user-generated content campaigns done right! They didn’t just post breathtaking travel shots—they got their audience to do it for them. By asking followers to share their best travel photos and experiences using the hashtag #WanderlustContest, they tapped into something bigger than just pretty pictures.
This campaign wasn’t just about flexing jaw-dropping destinations; it was about storytelling, adventure, and that deep, soul-stirring urge to explore the world. Every post was a window into someone’s journey—a wild trek through the Amazon, a quiet sunrise over the Serengeti, or a simple but beautiful moment on a hidden beach. The best part? It wasn’t just influencers or pro photographers taking center stage. Everyday travelers, dreamers, and wanderers got a chance to share their perspective, making the campaign feel authentic, relatable, and way more engaging than a polished ad.
And let’s talk impact—this wasn’t just another viral moment; it was a reminder of why we travel. It fueled wanderlust, yes, but it also put the spotlight on environmental conservation. Seeing these stunning places through real people’s lenses made it crystal clear why protecting them is so important. That’s the magic of a well-executed user-generated content campaign—it goes beyond marketing and taps into a movement.
Bottom line? National Geographic didn’t just run a contest; they sparked a global conversation about travel, adventure, and sustainability. And they did it by letting their audience do the talking. Now that’s how you nail a user-generated content campaign.
#5. AIRBNB’S LIVE
There campaign was a total bomb—seriously, it flipped the script on how people travel. Instead of just visiting a place like a tourist, Airbnb wanted people to actually live there, even if it was just for a few days. They encouraged travelers to share their unique stays and experiences, making the campaign feel personal, raw, and way more authentic than a glossy travel ad.
At its core, this was one of those user-generated content campaigns that didn’t just showcase beautiful destinations—it made people feel something. Whether it was waking up in a cozy treehouse in Bali, staying in a quirky artist loft in Paris, or crashing in a vintage Airstream in California, every post told a story. And that’s what hit differently. It wasn’t about fancy hotels or cookie-cutter travel—it was about real experiences, real people, and that thrill of discovering a place like a local.
And let’s be real—nothing sells an experience better than seeing actual travelers living their best lives. This campaign wasn’t just a marketing move; it created a ripple effect. Travelers saw others having these unique, off-the-beaten-path stays and thought, Why am I still booking generic hotels? That FOMO led to more bookings, more engagement, and an even stronger Airbnb community. That’s the power of a well-executed user-generated content campaign—it doesn’t just promote, it inspires.
At the end of the day, Live There wasn’t just about boosting Airbnb bookings—it was about shifting mindsets. It made people rethink how they travel, pushing them to ditch the tourist checklist and embrace experiences that feel personal, meaningful, and, most importantly, unforgettable.
#6. GLOSSIER’S SKINCARE SELFIES
Glossier’s campaign was pure marketing genius. Instead of relying on over-edited ads or celebrity endorsements, they tapped into something way more powerful—real people with real skin. They asked customers to snap selfies using their products and share them with the hashtag #SkincareSelfies, and just like that, their community turned into walking, talking, glowing billboards.
This was one of those user-generated content campaigns that hit differently because it wasn’t just about selling skincare—it was about showing it. No airbrushed models, no unrealistic perfection—just everyday people flaunting their fresh, dewy, Glossier-powered skin. It made the brand feel approachable, relatable, and, let’s be real, totally aspirational. When you see a regular person rocking a glowing complexion and crediting Glossier for it, you don’t just want the product—you feel like you need it.
And let’s talk impact—brand visibility went through the roof. Instead of spending millions on traditional ads, Glossier let their customers do the talking (and flexing) for them. Every selfie posted was like a mini product review in action, proving that their skincare actually works. Plus, it wasn’t just about selling serums and moisturizers—it was about building a movement. The campaign made skincare feel fun, inclusive, and effortless, reinforcing the idea that beauty isn’t about hiding flaws but embracing and enhancing what you’ve already got.
That’s the magic of a killer user-generated content campaign—it doesn’t just promote a brand, it builds a community. Glossier wasn’t just selling skincare; they were creating a vibe, a lifestyle, a whole aesthetic. And if there’s one thing the internet loves, it’s an aesthetic.
#7. APPLE’S #SHOTONIPHONE
Apple’s #ShotOniPhone campaign was nothing short of a marketing masterstroke. Instead of throwing out flashy, overproduced ads, they did something way smarter—they let real users do the flexing for them. The idea was simple: encourage iPhone users to snap stunning photos with their devices and share them using the hashtag #ShotOniPhone. But the impact? Massive.
This wasn’t just another campaign; it was one of those user-generated content campaigns that had people talking, scrolling, and, most importantly, buying. Apple knew their cameras were top-tier, but rather than telling people, they let the photos prove it. The campaign flooded social media with jaw-dropping shots—sunsets that looked straight out of a movie, crisp cityscapes, flawless portraits, even low-light shots that actually looked good (which, let’s be real, is rare for smartphone photography).
And that’s where the magic happened. People saw these insane photos and thought, Wait, that was taken on an iPhone? Boom. Instant product credibility. Apple didn’t need to beg customers to upgrade—they saw the proof right in their feeds. It was peer-to-peer marketing at its finest.
Beyond just boosting iPhone sales, this campaign tapped into something deeper—it made photography feel accessible. You didn’t need a thousand-dollar DSLR to take breathtaking shots; all you needed was an iPhone and some creativity. By spotlighting everyday users, Apple inspired millions to see themselves as photographers. And let’s not forget the community factor—people weren’t just posting photos; they were joining a global movement, a creative collective of iPhone shooters showing off their skills.
That’s the beauty of a well-executed user-generated content campaign—it’s not just marketing; it’s storytelling, social proof, and community-building all rolled into one. Apple didn’t just sell a phone; they sold an experience—and, let’s be real, they made everyone want to be part of it.
#8. NETFLIX’S “STRANGER THINGS” FAN ART CONTEST
Netflix knew exactly how to hype up Stranger Things fans—and they did it in the coolest way possible. Instead of just dropping another promo, they handed the spotlight over to the real MVPs—the fans—by launching the Stranger Things Fan Art Contest. The goal? To get die-hard fans to flex their creativity and share their mind-blowing artwork inspired by the show. And let’s just say, the internet delivered.
This was more than just a fun challenge—it was one of those user-generated content campaigns that took engagement to another level. Fans flooded social media with epic illustrations, digital paintings, and even hand-drawn sketches of Eleven, the Demogorgon, the Upside Down, and all the eerie, nostalgic goodness that makes Stranger Things a cult favorite. Some pieces looked straight-up museum-worthy, while others were raw and personal, capturing what the show meant to them. That’s the beauty of UGC campaigns—they make people feel seen and involved rather than just being passive viewers.
And let’s be real—this wasn’t just a win for fans; it was marketing gold for Netflix. The contest sent buzz levels through the roof, keeping the show trending even when a new season wasn’t dropping. It also turned everyday viewers into brand ambassadors, spreading the Stranger Things hype like wildfire. Fans weren’t just watching anymore; they were creating, sharing, and pulling others into the fandom. That kind of organic excitement? You can’t buy that.
Plus, Netflix got a treasure trove of fan-made masterpieces, some of which they even featured on official pages. Imagine the flex of seeing your artwork recognized by Netflix—it was a dream moment for many artists. And that’s what made this campaign so genius. It wasn’t just about marketing; it was about community. It made fans feel like they were part of the Stranger Things universe, not just watching from the outside.
At the end of the day, this was one of those user-generated content campaigns that hit every mark—fan engagement, brand exposure, and pure, unfiltered creativity. Netflix didn’t just promote a show; they celebrated their audience, and in return, the fans made sure Stranger Things stayed legendary.
#9. SPOTIFY #FINDYOURFEELS CAMPAIGN
Spotify really gets that music isn’t just background noise—it’s a whole mood. So, instead of just promoting their massive song library, they flipped the script and let listeners take the lead with the #FindYourFeels campaign. The idea? People were encouraged to create and share playlists that matched their emotions, whether they were vibing, heartbroken, hyped, or deep in their feels. And, honestly? It was one of those user-generated content campaigns that just hit different.
This wasn’t just about tossing together a few tracks—it was a vibe check in playlist form. Users got to express themselves through the music they loved, curating soundtracks for everything from late-night overthinking to dance party energy. Some playlists screamed pure serotonin, while others were so emotional they could make even the toughest listener tear up. And since everyone’s got that one song that instantly transports them back to a moment, a memory, or a feeling, the campaign felt personal. It wasn’t just about sharing music; it was about sharing experiences.
And let’s not ignore the marketing genius at play here. This was one of those user-generated content campaigns that boosted engagement in the most natural way. People weren’t just scrolling past ads—they were actively talking about Spotify, tagging friends, and diving into each other’s playlists. Some even went viral, making their way into the Discover Weekly rotation or racking up thousands of saves. Spotify basically let users do the marketing for them, and in the process, they strengthened their sense of community.
The best part? It reinforced what makes Spotify so addictive—its ability to match music to your mood. Whether you needed a breakup anthem, a workout banger, or a lo-fi chill mix, #FindYourFeels proved that someone out there had the perfect playlist for you. It turned casual users into playlist curators, reignited people’s love for music discovery, and kept the conversation going long after the campaign ended.
At the end of the day, this wasn’t just another marketing move—it was Spotify handing the aux cord to its users and letting them drive the experience. And let’s be real, nothing builds brand loyalty like making people feel seen and heard—literally.
#10. TIDE’S #TIDEPODCHALLENGE
Not all viral moments are wins, and Tide learned that the hard way with the whole #TidePodChallenge debacle. What started as a ridiculous internet joke somehow spiraled into one of the wildest—and most dangerous—social media trends, proving just how quickly user-generated content campaigns can take on a life of their own. Instead of people talking about how well Tide Pods cleaned their clothes, the internet was suddenly buzzing about something way more reckless—kids and teens actually biting into detergent pods for clout. Yeah, it was as dumb (and toxic) as it sounds.
Now, from a brand awareness perspective, Tide was everywhere. The hashtag was trending, memes were flooding social feeds, and media outlets couldn’t stop covering it. But let’s be real—this was not the kind of attention any brand wants. When a product that’s meant for fresh laundry turns into a social media hazard, damage control goes into overdrive. Tide had to step in fast, rolling out warnings, teaming up with influencers to shut it down, and even bringing in Gronk (yes, the NFL star) to tell people to stop eating laundry detergent. If you ever needed proof that not all press is good press, this was it.
At its core, this was a wild reminder that user-generated content campaigns can be unpredictable. A brand might set out to spark engagement in one direction, but social media has a mind of its own. Tide’s quick response turned the situation into a teachable moment, reinforcing the importance of product safety and responsible marketing. In the end, while the #TidePodChallenge was a PR nightmare, it also cemented Tide’s place in internet history—just not for the reasons they hoped. Safe to say, brands and consumers walked away from this with a valuable lesson: not every trend is worth chasing, and sometimes, the internet just does too much.
Conclusion
The best user-generated content campaigns are the ones that feel real—the kind that actually capture the vibe, voice, and experiences of your audience. When you create a space where your customers feel seen, heard, and hyped enough to share their stories, you’re not just marketing—you’re building a movement. And trust me, that kind of organic buzz hits different.
At the end of the day, successful user-generated content campaigns come down to one simple rule: listen to your audience. Give them the tools, the inspo, and maybe even a little incentive to create content, and most importantly—celebrate what they bring to the table. When people feel valued, they show up big time, and that’s how you turn casual customers into loyal fans.
So, if you’re looking to level up your brand, stop shouting into the void and start co-creating with your audience. Because when your community feels like they’re part of the journey, your brand stops being just a name—it becomes a vibe.
