What's one creative way you've seen a brand leverage user-generated content for earned media? How can others replicate this?

Question

Discover the power of user-generated content through real-world examples and insights from leading industry experts. This article dives into successful campaigns that have harnessed the authentic voices of customers to amplify their brand message and drive impressive results. Learn how to creatively leverage this strategy from those who have mastered it.

Patrick Beltran · Answer

In my experience, Airbnb's #WeAccept campaign during the Super Bowl stands out as a brilliant use of user-generated content. The company invited users to share personal stories about feeling welcomed or making others feel at home, tying into Airbnb's core mission of belonging. These stories were highlighted across their social channels, and several were turned into video content used in follow-up advertising. The campaign earned over 87 million impressions in a single day, with significant media coverage praising its authenticity and emotional resonance. I believe this campaign worked because it reflected deeply personal experiences that resonated on a global level.
For brands aiming to replicate this, I think the key is focusing on stories that align with the brand's purpose while allowing customers to share something meaningful. In my opinion, creating campaigns that tap into shared values or emotions encourages people to share their experiences publicly, which naturally attracts attention. Combining user-generated stories with a strong, purpose-driven message can result in a campaign that feels both impactful and newsworthy.

Kristin Marquet · Answer

One way we've seen brands leverage user-generated content (UGC) for earned media is through crowdsourced storytelling campaigns that tie directly into their brand's mission. At FemFounder, we ran a campaign inviting female entrepreneurs to share their business journeys using our templates and planners, along with the hashtag #BuiltWithFemFounder. We curated the most compelling stories and featured them in a blog series, social media posts, and a dedicated press release. The stories celebrated the resilience and success of women entrepreneurs while showcasing how our tools contributed to their growth.
This approach caught the attention of several niche business publications, resulting in organic media coverage about the campaign and our brand. To replicate this strategy, businesses can align UGC campaigns with a strong, purpose-driven narrative that resonates with their audience. The key is creating opportunities for your customers to shine and amplify their voices across owned and earned channels.

Georgi Petrov · Answer

One creative way I've personally leveraged user-generated content (UGC) for earned media at my agency was through a client campaign we ran for an e-commerce brand in the beauty space. We encouraged customers to share their personal stories and before-and-after photos using the products, along with a specific hashtag. In exchange, they had the chance to win a gift card to the brand's store. The idea was to create a sense of community and excitement around the product while also gathering authentic content that could be used in future marketing efforts.
The real magic happened when some of the UGC posts went viral on social media, being shared by influencers and regular customers alike. The posts began getting picked up by beauty bloggers and even mainstream outlets, which resulted in a huge increase in earned media. We didn't pay for these placements-they were entirely driven by the organic buzz surrounding the campaign.
What made this particularly successful was the brand's ability to integrate UGC into multiple channels. We featured the best posts on the brand's social media, website, and email marketing, which kept the content alive and visible long after the campaign officially ended. It also gave us a treasure trove of content to use in future campaigns, all sourced from the community.
To replicate this, businesses can create a clear incentive for participation and ensure the campaign feels authentic. UGC works best when it taps into a community and encourages users to showcase how a product or service genuinely fits into their lives.

Kate Donskaia · Answer

I once saw a fitness brand turn customer stories into a buzz by asking users to share their "before and after" transformations on Instagram with a branded hashtag. The posts were featured on their website and social channels, showing real progress and inspiring others. It didn't just show off their product-it built a sense of community. The raw, personal stories made people want to join in.
To replicate this, start by creating a clear, easy-to-use hashtag and giving people a reason to participate. Offer a small incentive like a discount or a chance to be featured. Highlight real stories, not just polished ones, to keep it authentic. This kind of engagement works because it's relatable and builds trust, not just hype.

Maxwell Mabe · Answer

In my experience, a compelling way to leverage user-generated content is through a customer story campaign, similar to what I saw at Princess Cruises. We encouraged passengers to share their travel experiences and photos via a dedicated platform, which we then compiled into dynamic content for our social channels and marketing materials. This not only provided authentic testimonials but also fostered a sense of community and engagement among customers.
A key element to replicate this strategy is to create a platform or environment where customers feel encouraged and excited to share their stories. Consider featuring the best stories on your website or in newsletters, offering recognition or small rewards. Ensure the process is smooth and inclusive, so every customer feels like their contribution is valuable.
This approach works effectively because it turns genuine customer experiences into powerful marketing assets, boosting credibility and engagement without needing to heavily rely on traditional advertising means. It's an excellent way to increase engagement and drive organic growth through genuine customer connections.

Benjamin Tom · Answer

A standout example involved a brand creating a "Savings Stories Map," where customers shared testimonials about their energy savings, paired with their location. This interactive map displayed pins that users could click to read real customer stories and see how much they saved—figures ranged from $200 to over $1,000 annually. The campaign gained traction as customers shared their stories on social media, leading to a 35% increase in map interactions and a 20% boost in quote requests. I think the localized element made it especially compelling, as it allowed others to relate to the experiences of people in their area while showcasing the brand's impact in a visually engaging way.
To replicate something like this, I believe brands should focus on combining user-generated content with an interactive feature that feels both personal and actionable. Incentivizing participation with small rewards, like discounts on future services, can encourage more submissions. The key is creating a campaign that highlights relatable and specific outcomes, ensuring it resonates with audiences while attracting organic shares and media attention.

Reilly James Renwick · Answer

One of the most distinct and innovative uses of user-generated content I've come across involved a wellness brand creating a "customer spotlight documentary" campaign.
Instead of relying on traditional photo or video submissions, the brand asked customers to share how their product had transformed their lives whether it was improved health, productivity, or overall well-being. They then selected a few compelling stories and collaborated with filmmakers to produce short, high-quality documentary-style videos. These were not only shared on the brand's channels but also pitched to media outlets as inspirational human-interest stories, earning significant coverage in lifestyle and health publications.

Joana Silva · Answer

One of the smartest moves I've seen a brand make with user-generated content (UGC) is when they use it in their paid ads. Take Glossier, for example. They've built their entire marketing empire around their community's content-using real customer photos and reviews right in their ad creatives. It's not just about looking "real," though-it's about showing people who look like your target audience actually using the product.
UGC in ads performs 4x better than traditional brand-created content. Consumers are getting really good at spotting fake versus real these days. They're quick to pick up on staged content that feels too polished or inauthentic. But when they see someone they can relate to-someone just like them-sharing real, unfiltered experiences, it hits different. UGC should be integrated across every customer touchpoint-like websites, landing pages, and product pages-conversions can rise by 79%.
Now, here's where EmbedSocial comes in and takes it up a notch. With EmbedSocial, you can easily collect, organize, and display UGC anywhere you want-on your website, social feeds, in emails, etc. Plus, their shoppable widget allows brands to turn this customer content into sales. You see a post of someone loving your product, click on it, and-you're buying it. That's how you turn earned media into direct revenue.
So, if you're thinking about jumping on this, I think the key is to make UGC a core part of your strategy. Don't just collect it and let it gather dust. Embed it everywhere: on your website, in your ads, across your emails. The more you show it off, the more your customers will want to get involved-and trust me, they will. It's all about giving your customers a platform to be your biggest marketers.

Luke Heinecke · Answer

One of the most creative ways I've seen a brand leverage user-generated content for earned media is Spotify's Wrapped campaign. By providing users with personalized listening reports, Spotify encouraged them to share their unique stats on social media, creating a ripple effect of organic promotion. This strategy leveraged the natural human desire to share personal milestones, resulting in a significant boost in brand awareness without the need for additional ad spend.
To replicate this strategy, businesses can create personalized experiences that invite users to share their stories or achievements related to the brand. A key element is to provide tools or templates that make sharing seamless and visually appealing. By focusing on personalization and ease of sharing, brands can cultivate a community of advocates who generate genuine buzz and engagement around their products.
Incorporating real-time reporting and customization into your campaigns can further improve this approach. By presenting users with ready-to-share data or creative assets, businesses can tap into the viral potential of user-generated content. This not only amplifies reach but also strengthens consumer loyalty by celebrating their unique interactions with the brand.

Gursharan Singh · Answer

One creative example of a brand leveraging user-generated content (UGC) for earned media is GoPro's "Photo of the Day" campaign. GoPro encouraged its customers to share their best videos and photos captured with their cameras, highlighting them on its social media channels and website, showcasing the camera's versatility while celebrating its users' creativity.
Businesses can take a leaf out of GoPro's book and build a sense of belonging for their customers by featuring user-generated content, setting challenges and offering rewards, fostering loyalty, and turning users into brand advocates.
Highlighting UGC in campaigns, testimonials, or case studies can show how people use and benefit from your product or service. These feel more genuine than traditional ads, resonating with audiences who trust real-life experiences over polished marketing.

Magee Clegg · Answer

One of the most creative ways I've leveraged user-generated content for earned media was through a Google AdWords campaign. By encouraging our client's satisfied customers to leave detailed reviews on their Google Business Listing, we fostered a community of advocates who passionately shared their positive experiences. This strategy resulted in 170 new 5-star reviews within just two weeks, which significantly improved the client's online reputation and visibility.
To replicate this, businesses should focus on creating incentives for satisfied customers to share their experiences authentically. Implement a structured review-solicitation campaign that integrates seamlessly with customer interactions and highlights the impact of these authentic reviews. This approach not only boosts your online presence but also naturally motivates customers to engage with your brand narrative, amplifying your reach without additional ad spend.
When managed effectively, the authenticity of customer-generated content can become a powerful tool that helps potential customers trust your brand, making it easier for them to convert. Consider using platforms like LinkedIn or email outreach to encourage user stories that improve brand credibility.

Lesly Jean-Baptiste · Answer

One creative way I've seen a brand leverage user-generated content for earned media is through our Genius Social GrowthTM service at Team Genius Marketing. We work with home service businesses like Brooks Electrical Solutions to encourage their satisfied customers to share photos and testimonials of completed electrical projects on social media. By doing this, not only do these user-generated posts serve as authentic endorsements, but they also increase the brand's credibility and visibility online, driving a 50% increase in local inquiries without additional ad spend.
For others looking to replicate this success, the key lies in making it easy and rewarding for customers to share their experiences. Tools like Genius CRMTM can streamline customer communication and gather feedback, while incentives such as discounts or feature opportunities on branded platforms can motivate participation. Simply highlight customer stories, leverage AI for social media management, and watch as genuine content drives organic growth.

Gurpreet Kaur · Answer

One creative way brands leverage user-generated content (UGC) for earned media is through authentic customer storytelling campaigns. For example, Evernote's blog features real users sharing their personal experiences with the product. These narratives engage the audience and build trust by showcasing genuine use cases, creating a relatable connection. To replicate this, brands can invite users to contribute stories via personalized outreach or contests. Offer incentives like discounts or shoutouts to encourage participation. Curate these stories into blog posts, social media content, or videos, ensuring they highlight diverse perspectives and practical benefits. This strategy not only generates social proof but also boosts reach as users share their features within their networks. By aligning UGC with the target audience's preferences and platforms, brands can increase engagement, build trust, and secure valuable earned media exposure.

Denise Murray · Answer

One of the most creative ways I've seen user-generated content used for earned media was through a campaign where customers were encouraged to share their personal wellness journeys.
A wellness brand invited users to post their stories of transformation on social media, tagging the company and using a branded hashtag. These stories were then featured on the brand's platforms, alongside curated content from experts to create a sense of community and authenticity.
Other brands can replicate this by focusing on themes that resonate deeply with their audience and ensuring participants feel valued. Whether it's featuring their stories prominently or offering small incentives, the key is creating a campaign that feels authentic and aligns with the brand's values, encouraging genuine engagement and earned media opportunities.

Azam Mohamed Nisamdeen · Answer

One creative example I've admired is GoPro's use of UGC. They encourage customers to share videos captured with their cameras, offering the chance to be featured on GoPro's social media. This simple yet effective strategy generates massive buzz and positions their customers as brand ambassadors.
Others can replicate this by creating contests or campaigns that reward users for sharing content. It doesn't have to be complicated—a hashtag challenge or a "Feature of the Month" initiative can work wonders. The key is to make the process fun and rewarding while showcasing your product in action.

Matt Little · Answer

One of the most creative ways we've used user-generated content was through a contest called "Light Up Your Event," where customers shared photos of how they used our lights for weddings, parties, or backyard transformations. We received a lot of submissions, with people going all out to show their creativity. One customer even created an outdoor cinema setup with string lights framing the entire space.
What made it impactful was how we turned the entries into a campaign. We shared the best photos across our social media and built a sense of community among customers. People loved seeing their events featured, and the campaign sparked a wave of new ideas for potential buyers.

Clayton Johnson TCM · Answer

I've seen user-generated content drive significant earned media through a campaign we ran for a travel company. We invited travelers to submit their unique stories and photos on Instagram using a branded hashtag. By curating these authentic travel experiences into a featured blog series, we not only increased our reach by 40% but also strengthened brand trust.
To replicate this, brands should encourage their customers to share stories that align with the brand's identity and then showcase the best entries prominently on their platforms. Creating a cycle of engagement by featuring top contributions in newsletters or exclusive content can further drive participation and maintain momentum. In my experience, a standout example of user-generated content (UGC) driving earned media was with a fashion brand I worked with. They launched a "Style Your Own" challenge, encouraging customers to post their unique styling using the brand's products on Instagram. This not only augmented organic reach but also created a sense of community and belonging, leading to a 50% increase in brand engagement.
To replicate this success, brands should create campaigns that align with their audience's passions, encouraging them to showcase your product in unique ways. Incentivize participation by offering rewards or features, ensuring entries are spotlighted on your channels, which extends reach and builds authenticity. Engaging with your audience by resharing their content amplifies both credibility and engagement, forming a dynamic loop of continued interaction.

Fahad Khan · Answer

In this digital era, many brands are integrating innovative and advanced content-generation strategies. In this, leveraging audiences to generate earned media content has become a new trend. I have seen or also have worked on the same strategy. There are many popular examples out there. That not only makes the brand authentic but also enhances its marketing reputation. The famous camera brand, like GoPro, integrates the same strategy. This results in an ongoing loop of engagement from the audience. More to this, the strategy works due to many reasons, which are: Users are the soul of earned media content, which makes it more genuine and relatable. Content creation is completely free in this approach, which almost negates the in-house cost. It gives you green access to multiple media channels, like social media and newsletters, as well as physical events to enhance visibility. It is necessary to choose a proper hashtag that encourages users to collaborate.

Milan Kordestani · Answer

A creative way I've seen a brand leverage user-generated content is through a partnership I facilitated between an eco-friendly fashion brand and a non-profit organization. We encouraged customers to share photos of themselves wearing their eco-friendly pieces while participating in community clean-up events. By turning sustainable fashion into a social movement, the campaign gained organic traction, reaching over 50k impressions across platforms, and increased conversions by 15%.
To replicate this, brands should align their messages with causes that resonate deeply with their audience. Create a campaign that invites users to participate in meaningful activities, encouraging them to share their stories and experiences. This not only capitalizes on shared values but also organically expands your brand's reach and authenticity through community engagement.

Samantha Odo · Answer

One of the most creative examples I've seen is a luxury real estate brand that encouraged buyers to share their "first night in your new home" photos on social media. They provided a small gift basket with branded items like a cozy blanket and a bottle of wine at closing, along with a note inviting buyers to share their moments using a specific hashtag.
The campaign generated a stream of authentic, heartfelt posts from new homeowners, showcasing the properties in a lived-in, aspirational way. The hashtag gained traction and caught the attention of local media, resulting in feature articles about the unique campaign and the brand's focus on customer experience.
For others looking to replicate this, the key is finding a way to align the content with your brand's identity while giving customers an incentive to participate. Start with a simple idea that celebrates your audience, whether it's a contest, hashtag challenge, or even a meaningful gesture like the gift basket. User-generated content thrives when it feels genuine and offers mutual value for both the audience and the brand.

Tyler Hull · Answer

Leveraging user-generated content through video testimonials has had a powerful impact. Last year, we invited customers to submit short videos showcasing their home transformations and sharing their experiences with our services. Within six weeks, we received over 50 submissions, and incorporating these videos into our ads led to a 35% higher click-through rate compared to our standard campaigns. I believe people connect more deeply when they see relatable homeowners speaking directly about the benefits they've experienced. This approach also influenced sales conversion rates significantly. By featuring these testimonials on our website's landing pages, conversion rates improved by 18%, generating an additional $75,000 in revenue over a two-month period. In my case, this reinforced the value of involving customers in our marketing process.

Blake Beesley · Answer

One creative example is GoPro's annual awards program, where users submit videos shot on their cameras for a chance to be featured on GoPro's social channels. These videos often go viral, generating millions of views and significant earned media exposure. What makes this strategy effective is that it not only showcases the product in action but also turns customers into brand ambassadors.
To replicate this, create a campaign that encourages users to share content related to your product or service, offering incentives like recognition, prizes, or exclusive features. Make participation easy, and amplify the best submissions through your channels to inspire others to join. A well-executed UGC campaign taps into the creativity of your audience while boosting visibility and credibility.

Takarudana Mapendembe · Answer

One of the most creative ways I've seen a brand leverage user-generated content (UGC) for earned media was by the skincare company Glossier. They turned their customers into influencers by showcasing real reviews and photos of their products across social media and even in their email campaigns. But what really stood out to me was how they built a community around it—they encouraged customers to share their own personal skincare journeys, and it became a powerful, organic way to generate buzz.
I remember seeing posts pop up all over Instagram with #GlossierPink, where customers would post photos of themselves using the products in that signature pink packaging. Glossier then reshared these posts, giving customers the spotlight. It wasn't just a few happy customers—it was hundreds, maybe thousands, sharing their experiences, and it created a sense of community and trust that the brand couldn't have bought.
What I learned from this is that brands can replicate this by encouraging their customers to share authentic, personal experiences with their products. By resharing that content and making customers feel seen, you're creating a deeper connection and generating earned media that feels genuine, not forced. It's a win-win for everyone.

Austin Rulfs · Answer

A standout example for me was when a property investment brand encouraged clients to share their "First Step to Freedom" stories. Clients created short videos or posts about how owning an investment property changed their financial outlook. One client shared how they used rental income to accelerate debt repayments, turning a daunting mortgage into a manageable plan. The brand then compiled these stories into a series of videos, sharing them across platforms like Instagram and YouTube. The authenticity of real people sharing real results resonated with potential clients and created a wave of trust around the brand. It was far more convincing than a standard ad because it showed how their services genuinely impacted lives.

Alex Morgan-Jones · Answer

One creative way we leveraged user-generated content for earned media was by encouraging customers to post images of what they stored in their units, showcasing how they used the space creatively. Participants tagged us on social media and used a branded hashtag, creating a stream of authentic content that highlighted the versatility of our storage solutions.
This approach not only engaged our current customers but also attracted new ones by showing real-life use cases. To replicate this, other brands can incentivize participation with a contest or discount, ensure the campaign aligns with their audience's interests, and amplify the best submissions on their own channels to boost visibility and credibility.

Adam New · Answer

One of the most successful and memorable strategies I've seen was by Airbnb, a company that operates an online marketplace for lodging and accommodation rentals. Airbnb's #LiveThere campaign aimed to showcase authentic travel experiences through UGC from their guests. The brand encouraged users to share photos and videos from their trips using the hashtag #LiveThere on social media platforms like Instagram, Twitter, and Facebook.
The campaign was a huge success as it not only generated buzz around the brand but also increased user engagement and trust. By featuring real guests' experiences, Airbnb was able to build credibility among potential customers and show them the unique and personal experiences they could have with their rentals.
To replicate this strategy, brands can start by identifying their target audience and encouraging them to share their experiences with the brand's product or service. This can be done through social media contests, giveaways, or simply asking customers to tag the brand in their posts.
It's also important for brands to showcase a diverse range of user-generated content, including photos, videos, reviews, and testimonials. This will help build credibility and authenticity for the brand.

Connor Butterworth · Answer

User-generated content can be a goldmine for brands when done right. Take the example of a small eco-friendly clothing line that encouraged customers to post photos of themselves wearing their products in unique environments, like hiking trails or cityscapes. This wasn't just a photo contest; they focused on building a community narrative around lifestyle and sustainability. They crafted a unique hashtag that connected the brand story with the images, making it accessible and shareable. Brands can replicate this by creating a specific theme or challenge that aligns with their values, encouraging users to hit on these themes in their content. This not only generates authentic content but also converts users into ambassadors who naturally extend your brand's reach.

Patrick Regan · Answer

Starbucks' #RedCupContest marketing serves as one imaginative illustration. Starbucks urged patrons to use the hashtag #RedCupContest when posting pictures of their holiday-themed cups on social media. Thousands of user-generated postings that presented the brand in a joyful and positive light were produced as a result of the campaign's popular engagement.
This tactic was successful because it made customers into genuine brand advocates by appealing to their creativity and passion for the company. Additionally, it fostered excitement and a sense of community throughout the holiday season.
By developing campaigns centered around relatable themes or noteworthy occasions, other firms might imitate this strategy and encourage customers to share their brand experiences. Providing rewards, such as small prizes or showcasing the top entries on official sites, might encourage involvement even further. Making the activity enjoyable, simple, and consistent with your brand's identity is crucial.

Ronald Osborne · Answer

One of the most creative uses of user-generated content I've encountered was when I worked with a client in the fitness industry. They created a campaign called "Your Transformation, Your Story," which encouraged customers to share their fitness journeys on social media using a branded hashtag. To amplify engagement, the company offered incentives like discounts on their products and the chance to be featured in their advertising campaigns. What set this campaign apart was its authenticity. Customers were sharing raw, unfiltered stories, which resonated deeply with their audience and sparked thousands of reposts and shares. The result was not only increased visibility but also a significant uptick in trust for the brand. This campaign earned media coverage from top publications in the health and fitness space, giving the company free publicity and a surge in organic growth.
Having worked with hundreds of entrepreneurs, I brought my years of experience to this project by helping the client refine their messaging and align it with their target market. My background in scaling businesses taught me how to use customer stories as a resource to drive growth without heavy spending on paid advertising. For others looking to replicate this, focus on creating a sense of community and offering a compelling reason for customers to share their stories. Ensure the process is easy, authentic, and rewarding. The key is turning your customers into advocates, allowing their voices to amplify your brand in ways traditional marketing simply cannot.

Shauna Cox · Answer

One creative way I've seen a brand leverage user-generated content for earned media is through an initiative we ran at The EvoLLLution, involving student-generated content. We encouraged students to share their learning experiences and personal insights related to lifelong learning on our platform. This initiative not only improved engagement but positioned us as a thought leader in the higher education space by showcasing authentic narratives that resonated with our audience.
To replicate this, brands must create opportunities for their audience to contribute content that aligns with the brand's mission. Providing a structured platform and celebrating contributions can encourage participation. At Modern Campus, for example, we focus on building partnerships with institutions to bring their success stories forward, creating a community that values shared achievements and experiences. This not only amplifies our brand's reach but also strengthens our community's trust in the brand.

30 Creative Ways to Leverage User-Generated Content for Earned Media

30 Creative Ways to Leverage User-Generated Content for Earned Media

Airbnb's #WeAccept Campaign Earns Massive Impressions

FemFounder's Crowdsourced Storytelling Celebrates Women Entrepreneurs

Beauty Brand's UGC Campaign Goes Viral

Fitness Brand Builds Community with Transformations

Princess Cruises' Customer Story Campaign Engages Passengers

Savings Stories Map Boosts Interactions and Quotes

Wellness Brand's Documentary Campaign Earns Media

Glossier Integrates UGC in Paid Ads

Spotify's Wrapped Campaign Drives Organic Promotion

GoPro's Photo of the Day Showcases Creativity

Google AdWords Campaign Boosts Client Reviews

Genius Social GrowthTM Drives Local Inquiries

Evernote's Blog Features Authentic Customer Stories

Wellness Brand's Transformation Stories Build Community

GoPro's UGC Contests Generate Buzz

Light Up Your Event Contest Engages Customers

Travel Company Increases Reach with UGC Blog Series

Eco-Friendly Fashion Brand Partners with Non-Profit

Luxury Real Estate Brand's Hashtag Campaign Resonates

Video Testimonials Increase Click-Through Rates

GoPro's Annual Awards Program Showcases User Videos

Glossier Builds Community with Customer Reviews

Property Investment Brand's Client Stories Build Trust

Storage Solutions' Hashtag Campaign Highlights Versatility

Airbnb's #LiveThere Campaign Showcases Authentic Experiences

Eco-Friendly Clothing Line Builds Community Narrative

Starbucks' #RedCupContest Generates Holiday Buzz

Fitness Industry's Transformation Campaign Sparks Trust

Student-Generated Content Positions EvoLLLution as Thought Leader

Airbnb's #WeAccept Campaign Earns Massive Impressions