Top 12 Retail Marketing Campaigns
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The document discusses the effectiveness of user-generated content (UGC) in retail marketing, highlighting its potential to boost conversions, email acquisition, and consumer engagement. It details various successful marketing campaigns that utilize UGC, from countdown calendars to interactive galleries, illustrating how these strategies enhance brand trust and customer loyalty. Overall, it emphasizes the importance of integrating UGC into marketing efforts to achieve better results and drive sales.
Top 12 Retail Marketing Campaigns
- 2. 2 Top 34 Digital Marketing Campaigns As a retail marketer, it’s important that all of your programs work toward the common goal of driving conversions. And while traditional marketing efforts and brand-produced materials can drive value, taking a more modern approach and leveraging User Generated Content in your programs can be incredibly beneficial. Incorporating UGC into and alongside your current programs helps to establish trust and credibility with your consumers, and can also serve as a link from your customers social shares, directly to the products they are showcasing. In this ebook, we have identified 12 of our favorite marketing programs in Retail. These experiences range from voting campaigns to countdown calendars, to personalized galleries and everything in between—but all share the common driver of getting consumers to interact with your brand, and ultimately become loyal customers. Interested? Read on below! Great Brands Need Great UGC Campaigns
- 3. 3 Top 34 Digital Marketing Campaigns On average, Offerpop’s retail customers have seen: 10%increase in conversion with UGC in purchase path 25%increase in net new emails from UGC 26,500+ average campaign views per month 5,400+ average UGC claims & sign-ups
- 4. 4 Top 34 Digital Marketing Campaigns 1 “Very Merry” Countdown Calendar | Increase Time On Site Bon-Ton As the holidays approached, Bon-Ton was looking for a new way to increase interaction with their consumers, while also guiding people to relevant product pages. They approached this by launching a custom countdown calendar leading up to the holidays. Every day for 21 days, a new tile was revealed offering gift ideas for different individuals within their target audience. So, whether consumers were looking to buy for an “outdoor enthusiast” or a “beauty lover,” this interactive gift guide had something for them all. Because different ideas were revealed each day, Bon-Ton was able to keep consumers coming back to the site to see what was revealed next.
- 5. 5 Top 34 Digital Marketing Campaigns 2 #MyFabKid Photo Contest | Inspire High Quality Content FabKids.com FabKids.com is all about celebrating fashionable children and the parents who style them, but the content the brand was creating just didn’t feel authentic enough. Which is why they decided to launch a UGC campaign encouraging parents to share their own images showcasing just how fabulous their children are while wearing FabKids clothing. This campaign did a great job of being extremely specific about the kind of content they were looking to collect. This ultimately resulted in great UGC being submitted and people spending valuable time with the FabKids brand. 3 UGC Gallery | Showcase Authentic Content Hey Dude Shoes Hey Dude Shoes has a huge amount of consumers who love their products, but their brand-created photos struggled to accurately portray that love. Which is why they launched a campaign asking users to share photos of their Hey Dude style, and then displayed it prominently on the front page of the Hey Dude website. This way, consumers are presented with awesome photos from actual customers, and are also inspired to submit photos of their own to Hey Dude Shoes. This photo gallery is a great way to establish trustworthiness with their consumers and also provides their audience with some seriously relatable style inspiration.
- 6. 6 Top 34 Digital Marketing Campaigns 4 “Stars on Stripes” UGC Gallery and Carousel | Generate On-Brand UGC Hudson’s Bay Hudson’s Bay did an excellent job of acquiring on-brand UGC with this fun campaign. By placing “striped carpets” in various locations across the city and asking consumers to snap a picture of their feet while on these carpets, Hudson’s Bay ended up with some killer content that perfectly aligns with their overall marketing initiatives and the personality they want their content to portray. 5 #MyIdealCurl Meme Generator | Co-Authored Content Kerastase Kerastase understands that no two hairstyles are exactly the same. So to celebrate that, they launched this awesome meme generator. In it, consumers can select one of several adjectives to describe their “ideal curl” from a drop-down bar, and can then upload their own photo to Kerastase’s gallery using the brand’s meme overlay. This campaign is a great way to get consumers interacting with and sharing with the brand, which ultimately leads to increased product visibility!
- 7. 7 Top 34 Digital Marketing Campaigns 6 7 “Very Perry World” Lookbook | Increase Engagement with New Products Perry Ellis In order to drive their social fans to their latest clothing items, Perry Ellis artfully displayed their menswear line, and featured an animated section directing users to “The Suit Spot.” Additionally, Perry Ellis embedded a video of the brand’s seasonal lookbook, and through a form at the bottom of the page, fans were able to redeem a 20% off coupon. Campaigns like these are ideal for encouraging visits to the site, increasing social engagement, collecting consumer data, and ultimately driving sales. “What’s Your Spirit Animal” Quiz? | Use Consumer’s Interests to Drive ECommerce Lucky Brand Jeans As a way to lead their customers to relevant products based on their interests, Lucky Brand launched this interactive personality quiz. Since people love to procrastinate by taking quizzes online anyway, this campaign plays into people’s natural tendencies. After answering just a few questions, users are able able to unlock their results by providing Lucky Brand with a little information about themselves which enables the brand’s future marketing efforts.
- 8. 8 Top 34 Digital Marketing Campaigns 8 “80s Prizes” Hashtag Giveaway | Generate Social Buzz Radio Shack In order to increase conversation surrounding their brand on social media channels, Radio Shack tapped into consumer’s 80’s nostalgia and inspired them to tweet about some amazing prizes. Each prize had a corresponding hashtag, and users were asked to share socially about whichever one appealed to them the most for a chance to win. Campaigns like this are perfect for engaging your audience while also increasing two-way conversions with your brand on social media. 9 “Are You Thready?” UGC Gallery | Promote Foundation While Engaging Consumers White Stuff Popular UK retail brand, White Stuff, encouraged their audience to get crafty through this charitable campaign. The brand sought to promote their foundation while playing into their audience’s interests. Local White Stuff stores gave out fabric patches, and consumers were then asked to craft it into something creative. After an individual’s masterpiece was complete, they could share it on social media, and the brand would donate 5 pounds to their local store’s designated charity. This campaign played into consumer’s emotions and social responsibility, while also providing incentives such as the 50 pound White Stuff voucher prize which was given to one lucky entrant at each storefront.
- 9. 9 Top 34 Digital Marketing Campaigns 10 #ScoutBags Carousel | Increase Brand Awareness Through Customers Scout Bags As a smaller retail brand that was looking to spread awareness by leveraging their existing customers, Scout Bags launched their #ScoutBags campaign. Through this, UGC is being collected by Scout Bags, and showcased in both a carousel on their homepage, and in a content gallery. Both aspects of this campaign include conversion units to encourage shopping while offering style inspiration. The presentation of this experience also fits perfectly with Scout Bag’s overall voice as a brand. 11 #WeWood UGC Gallery | Use UGC to Drive Conversions We Wood As a way to inspire shoppers as soon as they visit We Wood’s site, this gallery includes consumer-produced content and conversion units. The We Wood fan base shared photos of their watches on social media in hopes of being featured on the brand’s website homepage. By checking out how other people style these watches, individuals can picture themselves wearing them too. And shopping for these products is just a few clicks away, since the conversion units are right on the side of each individual image.
- 10. 10 Top 34 Digital Marketing Campaigns #ImWearingRI Commerce Gallery | Drive Product Discovery and Conversion River Island As a way to utilize consumer content to drive conversions, River Island launched this custom experience. This gallery collects UGC from #ImWearingRI on social media, and showcases the content right on the brand’s website. In addition to that, once you click on a piece of UGC, the conversion units on the side tell you exactly what each consumer is wearing so you can shop immediately. If that’s not some major fashion inspiration, we don’t know what is! TIP! Include conversion units in your galleries to move consumers further along the purchase path. Connecting UGC to product pages can increase conversions by 10 percent! 12
- 11. 11 Top 34 Digital Marketing Campaigns As you can see, there are practically endless possibilities when it comes to launching your next UGC campaign. Keeping your brand’s voice, your particular audience, and your objectives in mind will inevitably pay off. Whether you’re looking to count down to an event, engage customers on social media, or allow fans to participate in quizzes, with these templates you’ll have everything you need to take your digital marketing to the next level. Ready to jump right in? Contact one of our Visual UGC Strategists today!
- 12. Offerpop’s Visual UGC Marketing SaaS platform empowers brands to encourage andleverageusergeneratedcontentateverystageofthebuyerjourney,improving marketing performance. Leading brands and agencies use Offerpop’s Visual UGC platform to create campaigns and promotions from a library of templates to inspire the creation of quality UGC, manage and leverage UGC across marketing channels, and build consumer profiles to improve segmentation and targeting. The company is headquartered in New York City, with offices in London. ©2015 Offerpop, Inc. offerpop.com | 646.380.4609 360 Park Avenue South, 20th Floor New York, NY 10010 facebook.com/Offerpop twitter.com/Offerpop