Comment tirez-vous parti du contenu généré par les utilisateurs et des médias sociaux pour booster le rafraîchissement de votre marque ?

Once you have a framework of what your organization mission is, along with a personality for your brand you can move to specifics. The terms campaign will define the scope of what you're trying to acheive. For example, if you are looking to launch a new product you will define the number of people you wish to reach through the launch. You will also define "what you want the people to now about your product".

In my experience, user-generated content and social media are powerful tools for a brand refresh. Here's an idea for you! eg. Rebrand for a tech startu - - run a campaign encouraging users to share their experiences with your product using a unique hashtag - engagement will be significant and the content generated authentic, relatable, and varied, embodying your new brand identity beautifully. Spotlighted the best UGC on your social channels and website, fostering a sense of community and participation. Not only should it improve your brand visibility, but should also build trust with our audience. The rebrand becomes not just about you, but about your loyal users too.

Before you start to collecting UGC, you need to define exactly what the goals are for this campaign. Some goals can be: - Brand awareness to a new audience -Sales - Creating a relationship with the influencer

For user generated content the channel will be key. You could partner with influencers or you could engage in a type of test marketing where you reach out to users and have them share reviews of your product. Reviews are a powerful UGC tool. So are influencers. An influencer is a useful tool, as they are unbiased and tend to have their own reach. They also have experience in creating UGC. People who follow a certain influencer have a relationship of trust and comfort. You as a brand can leverage on this trust. In contrast to this, an authentic review can be both positive and negative. However, this review can help you see the strengths and weaknesses of your product.

Whenever you are working with influencers, it is important to give them a solid foundation of what you are looking for. The more guidance you give them, the better the content will be. You want to make sure that the content fits your brand voice and your values. I always like to send a brand deck so the influencer has a clear idea of what they are representing.

Having the influencer include a logo or something that really represents your brand is another way to enhance your branding with the influencer. The influencer should align with your brand's values and their personality should be similar to the brand you are promoting. By strategically partnering with an influencer you will tap into their audience.

Cross-promoting is so important to make sure you are getting the most out of your influencer campaign. Share the content on different social media platforms and tag the influencer so they can reshare it on their page.

The first couple of influencer campaigns that you run will be learning lessons. Not all campaigns will be successful, here are some things you should ask yourself after a campaign. - What were the results? Sales? Increase in following? - Why did you think you got these results? - Was the content high quality? - Did the content fit your brand values and personality?

An example of a good influencer campaign is the #ShareACoke campaign by Coca-Cola. Coca-Cola partnered with various social media influencers across different platforms. The influencers were encouraged to share photos and videos of themselves with their personalized Coke bottles and encourage their followers to do the same using the hashtag #ShareACoke. The campaign was successful because it leveraged the popularity and reach of influencers to spread the message to a wider audience. It also encouraged user-generated content and generated excitement. It resulted in over 500,000 photos shared using #ShareACoke , over 150 million personalized Coke bottles sold, and a significant increase in social media engagement and brand awareness.

Picture this: One of my local restaurants decided to spruce its image and entice new customers. So what did they do? They encouraged diners to share photos of their delicious meals, tag the restaurant to showcase their tasty offerings to a broader audience, and reward their most appreciative customers. And it worked! They saw a massive increase in engagement, followers, and bookings. But not all UGC is created equal. They discovered some photos were low-quality or needed to better align with their brand identity. No worries! All they had to do was refine their UGC strategy and focus on the most relevant and authentic content. The result? A successful brand refresh and stronger relationships with their loyal customers.