Why charities should explore the world of user-generated content

Authenticity = influence

The general public might not seem like the most likely of digital marketing tools, but UGC works. Why? It all comes down to authenticity. In their 2017 Consumer Content Report, Stackla interviewed 2,000 adults across the UK, USA and Australia. Do you know what they found? Big brand ads are not where it’s at anymore. In fact, 86% of adults said that ‘authenticity’ was an important factor when deciding which brands to like and support - with 60% agreeing that user-generated content is the most authentic form out there (and yes, people can tell when it’s being faked).

You can see why UGC is so important. The reality is that content shared by family or friends is far more likely to influence a purchasing decision than if it’s shared by a brand or influencer. That makes UGC a uniquely powerful force, and something of an untapped goldmine for digital marketers.

Learning from the big brands

Still not convinced? Let’s take a look at two UGC campaigns we’ve seen make their mark in the corporate world.

1. #ShareaCoke: In a stroke of genius, Coca-Cola started creating bottles of coke with YOUR name on it. Talk about a personalised approach! Piloted in Australia in 2012 (it hit the UK in 2013) the campaign saw 76,000 virtual coke cans shared online, earned 18.3 million+ social media impressions, increased traffic on the Coke Facebook site by 870% and grew their following by 39%.
2. #DousaFlavour: Building on the success of their 2008 campaign, in 2014 Walkers re-launched their competition asking customers to name a new flavour of crisp. Okay, so a £1 million cash prize is quite an incentive, but still… 1.2 million suggestions later and pulled pork in sticky BBQ sauce became Walkers’ latest offering, with the campaign bringing a huge boost to engagement, brand awareness and ‘word of mouth’ exposure. Plus, we got a great new crisp!

Now, we know that you have nowhere near the budget or brand profile of Coca-Cola or Walkers. But that doesn’t mean there aren’t lessons to be learned. When it comes down to it, the pros of UGC – corporate or charity – are the same. And that means using UGC* to help:

• Keep costs down: Once the ball is rolling, UGC is self-perpetuating. That means less money spent creating expensive ads, organising photo-shoots, boosting social media posts and placing PR.
• Create great content: Struggling for social media ideas? UGC is the perfect way to tap into, generate and share creative new content.
• Build trust: Public endorsement is the best kind of advertising and PR you can get, and by encouraging people to interact positively with your brand, you’re building trust in it too!
• Create a community: UGC is a great way to build a community of followers who are united by a common activity, theme or purpose.
• Boost brand awareness: The more people that are talking about and engaging with your brand, the better. UGC can help kick-start this conversation and get your message out there.
• Inspire transactions: Okay, so you’re not looking for ‘sales’, but you do want donations. The same methodology applies, so why not use UGC to inspire new supporters?

*This list was inspired by Wikipedia and Alex York.

Charities tapping into UGC

Imagine if your charity could harness just an ounce of the power these corporate campaigns have created? It isn’t a pipe dream. By mobilising, engaging and inspiring individuals, charities can use UGC to help change the world. Here are three campaigns working to do just that:

• #SmearforSmear: Led by Jo’s Cervical Cancer Trust, this annual campaign is designed to increase the number of women accessing cervical screening. Backed by NHS England, in 2018 this week-long event saw the hashtag used more than 20,000 times on Twitter and Instagram, as well as generating 600 individual pieces of coverage around Cervical Cancer Prevention Week. But it isn’t just about brand awareness. Although the clinical impact is yet to be evidenced, #SmearforSmear is a promising public health campaign, with anecdotal reports showing many laboratories and GP surgeries seeing an increase in the number of women screened.
• #TheBigStitch: Regular readers will know that we’re big fans of the charity shop, and we think #TheBigStich campaign is a great way to get the message out there. Run by the British Heart Foundation, the aim was simple - to encourage users to upcycle, showcase and share their wares in a drive to highlight their high-quality stock and drive second-hand sales (yes, there was a prize for the winner). Buoyed by a successful pilot, the campaign returned in 2020. Will we see it again in 2021?
• #Movember: A story that began in 2003, Movember is now a hugely popular global campaign raising awareness men’s health. Reviving an age-old love for the traditional ‘mo’ there are lots of ways to get involved, from events and ‘mo-moments’ to growing your own hairy moustache. With a global community of five million Mo Bros and Sisters, the proof is in the pudding. UGC is a huge part of this campaign (or movement, as it’s now being called) with Jacobson and Mascaro (2016) putting much of its success down to the focus on individual engagement and ‘word of mouth’ communications reinforced by digital and social media.

Of course, not every campaign will go viral, and you will need a strong concept and communications plan to get the momentum building and your campaign rolling. But if Jo’s Cervical Cancer Trust, the British Heart Foundation and the Movember crew can do it, you can too. For once it’s not about budget. It’s about being you. And if your charity can find a hook that works for your audience, create an ask that engages and inspires, then the world of UGC might just be your oyster.

Go on.

Test the waters, you never know what pearls you might find.