MIAPPI REVIEW LEVERAGING UGC IN PERSONAL CARE MARKETING

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1 ALL CONTENT 01 MIAPPI REVIEW LEVERAGING UGC IN MARKETING

2 ALL CONTENT 02 INTRODUCTION TODAY, BRANDS ARE TAPPING INTO A RICH SOURCE OF CONTENT IN THE FORM OF USER-GENERATED CONTENT. NOT ONLY IS UGC PLENTIFUL, IT ALSO HAS A BIG IMPACT ON CONSUMERS - GIVING THEM THE CONFIDENCE TO BUY THE PRODUCT. The personal care industry is huge, encompassing a whole range of product categories from hair care, to deodorants soaps and makeups. If it s a product that you use to take care of your body and appearance, it comes under the umbrella term of personal care. Today the industry is faced with some recurring challenges. These include: The need to embrace and demonstrate diversity The struggle for share of voice in such a saturated industry which is so invested in advertising The growing need for brands to be authentic & genuine. A need which is not necessarily exclusive to the personal care industry but is still increasingly important. Fortunately for marketers in the industry, if used correctly, UGC can be used to help overcome such challenges. UGC is diverse by its very nature and can encourage anyone to engage. Creative opportunities when using UGC are not limited which means there are a growing number of ways brands can stand out from the crowd. Most importantly, UGC helps brands leverage real people & real moments to help deepen the connection with consumers. 10X Videos created by (and featuring) users get 10x more views on YouTube than content created by brands.

3 ALL CONTENT 03 THE OPPORTUNITY In the personal care industry, brands can look upon user-generated content as consumer-generated content. Throughout social media, consumers are sharing content featuring the products they buy and love to use. While much of what constitutes personal care is best done in private, a large proportion of the sector is devoted to products that make us look and feel good, things that are, by their very nature, visual. Because of this it makes perfect sense that soaps, makeup and hair care products generate so much user-generated content. With an army of men and women out there keen to show off the results of various product applications people are posting millions of their own images and videos onto social media and other forums. That s an ideal situation for the brands whose products are being showcased - an evergreen stream of fresh content that the brands can then use in their next marketing campaigns. Not only is the content self-generating, it has real impact too. In fact, UGC is 20% more influential than any other kind of media when it comes to influencing millennial purchasing decisions, while 48% of customers say that UGC is a great way to discover new products. On top of that, 64% of people not only value online reviews but also actively seek them out before making a purchase. With that in mind, let s take a look at just a few of the best examples of user-generated content in personal care marketing. 93% OF CONSUMERS FIND UGC HELPFUL WHEN MAKING PURCHASE DECISIONS. MERKLEY AND PARTNERS

4 ALL CONTENT 04 EXAMPLE #1: FRANK BODY WE UTILIZE EARNED CONTENT ACROSS EVERY ASPECT OF OUR DIGITAL BRAND FROM SOCIAL TO OUR WEBSITE, IN ORDER TO TELL A CONSISTENT STORY AND SHOW NEW CONSUMERS THAT THE PEOPLE WHO USE THE PRODUCT REALLY ARE THE HEART AND SOUL OF FRANK BODY. The Campaign Frank Body is known for its coffee-based body scrub, and so they decided to embrace the uniqueness of their product by running a user-generated content campaign to encourage people to send in photos of their faces with coffee spattered across them. Why is it Noteworthy? To encourage people to participate, Frank Body sent sample products to selected Australian micro-influencers before expanding the campaign globally after seeing its success. After receiving these samples, influencers were asked to spread the word about the brand by sharing a photo and also invited to provide feedback to help to improve the product. FRANK BODY Results The campaign resulted in thousands of user-generated photographs using the hashtag #TheFrankEffect, as well as a successful product launch and a huge amount of word of mouth before the product was even commercially available. It also helped the brand to build a community that s still delivering dividends today.

5 ALL CONTENT 05 EXAMPLE #2: BADASS BEARD CARE THE FIRST THING WE LEARNED IS NOT TO BE AFRAID OF SOCIAL MEDIA. ENGAGE YOUR AUDIENCE, DON T BE AFRAID TO ASK THEM TO DO SOMETHING IN RETURN FOR WHAT YOU RE OFFERING THEM. CHARLIE MOYER CEO, BADASS BEARDCARE The Campaign Badass beard care is a brand that knows its target market and which knows exactly how to engage with them. Instead of focussing on their products, their user-generated content campaign focuses on the beards themselves, highlighting selected community members by sharing their photos via the company s official Instagram feed. Why is it Noteworthy? Badass Beard Care is particularly noteworthy for featuring a weekly badass, sharing photos of bearded customers who tagged them in their photographs. Featured badasses receive a $10 coupon code, but the real prize is the exposure and the recognition that they re given by a brand that they know and love. Results Of course, Badass Beard Care also has the advantage of having a tightly defined audience, which in this case consists of bearded men. For many of these people, having a beard is a lifestyle, and the brand knows and appreciates this. That s why they re so successful when it comes to sharing and encouraging the creation of user-generated content.

6 ALL CONTENT 06 EXAMPLE #3: GLOSSIER AT GLOSSIER, WE HAVE ALWAYS BELIEVED THAT EVERY SINGLE ONE OF OUR CUSTOMERS IS AN INFLUENCER, SHE SAYS. THE BRANDS OF THE FUTURE ARE GOING TO BE CO-CREATED. EMILY WEISS CEO, GLOSSIER The Campaign Glossier is an NYC-based beauty brand that followed the Frank Body approach of reaching out to micro-influencers to spread the word about their products. They were even able to use user-generated content marketing to expand the brand from the United States into the United Kingdom, France and Canada. Why is it Noteworthy? What s interesting about Glossier is that the brand doesn t take itself too seriously. They reflect this through the content that they create and the UGC that they share. This playfulness encourages the brand s followers to also have fun with the content that they re creating and sharing about the brand. Results Glossier also pioneered a different approach to packaging in which they specifically designed it to look great in photographs. The idea is that if you make the products themselves Instagrammable, it ll give people a good reason to share photos of them. This is especially true if your packaging can be opened out like a backdrop or if it allows people to colour it in or customize it.

7 ALL CONTENT 07 EXAMPLE #4: SEPHORA 70% OF CONSUMERS WILL CHECK UGC REVIEWS OR RATINGS BEFORE DECIDING TO BUY A PRODUCT. SHOPIFY The Campaign Sephora s approach to user-generated content is interesting because they have a heavy focus on customer reviews. What makes them stand apart from other brands (including Amazon!) is that they re easily searchable and designed to allow people to find what they need to know as easily as possible. Why is it Noteworthy? They do this by allowing users to filter reviews by skin type, to show reviews by people with similar tastes or even to see only reviews with images. The ability to show customers reviews from people with similar tastes is a particular stroke of genius because it allows them to provide a more personalized service. Results That s not all, though. The brand has also used UGC to create The Beauty Board - a gallery of user-generated content that links through to the products that are featured...making their UGC shoppable. This has been used at experiential events to bring the real world and social networking together, most notably at their Beauty TIP concept stores in Manhattan. By putting UGC on the purchase path and making UGC shoppable, Sephora are increasing their chances of conversions.

8 ALL CONTENT 08 EXAMPLE #5: L OREAL UGC RESULTS IN 29% HIGHER WEB CONVERSIONS THAN CAMPAIGNS OR WEBSITES WITHOUT IT. ADWEEK The Campaign L Oreal s take on UGC involved launching a #DermaBlendPro campaign, which was all about getting customers to share their transformations before and after using L Oreal products. Thousands of customers shared their stories using both photos and videos, resulting in a sizeable upswing in terms of trust and brand advocacy. Why is it Noteworthy? What s also interesting is that L Oreal was able to increase their number of subscribers, as well as other key metrics like their total number of social media followers and the amount of web traffic that they received. That s why they ve continued to make usergenerated content a key part of their approach to marketing. Results One of the advantages that L Oreal has as a brand is that its customers tend to be loyal to the brand and even to be active advocates. It also manufactures a wide range of products, which means that there s plenty of room for people to use their products as part of their everyday routines and their #DermaBlendPro transformations.

9 ALL CONTENT 09 CONCLUSION USER-GENERATED CONTENT IS POPULAR FOR A REASON - IT HELPS TO HUMANIZE BRANDS WHILE SIMULTANEOUSLY SELLING PRODUCTS, AND IT CAN ALSO BE CHEAPER THAN CREATING YOUR OWN CONTENT. UGC LETS CONSUMERS TELL US MARKETERS HOW THEY FEEL ABOUT OUR PRODUCT AND EVEN INSPIRE THE DEVELOPMENT OF NEW ONES......and in further good news, it s also relatively easy to get started with UGC. In fact, many companies turn to user-generated content only to discover that people are already talking about their products and their industry. Even if they re not, it s pretty easy to convince people to start creating UGC, even if that s by offering rewards and running competitions to give them an incentive. If you want to make UGC work hard for your brand you need use it across multiple channels, from product pages on your website, to digital out of home displays, through to your social media profiles and even your packaging. If UGC appears somewhere along the purchase path the chances of converting that interaction to a sale will increase. Miappi specializes in making valuable user-generated content visible to a wider audience. We do that by helping you to find and curate the very best UGC featuring your brand or a moment that is relevant to what you do. Curate, moderate and get consent to use that content all from within the Miappi dashboard. When you re satisfied with the content you ve collected publish the assets to marketing channels including websites and digital-out-of-home screens or export the UGC into your own CMS for use on other campaigns. We already work with brands including Estee Lauder, Love, Beauty and Planet, TRESemme, Sunsilk, Clear, Axe and VO5. Why not get in touch to find out how we can help you harness your UGC and supercharge your marketing channels with authentic content.

10 ALL CONTENT 010 ABOUT MIAPPI AT MIAPPI, WE SPECIALIZE IN HELPING YOU TO DISCOVER, CURATE AND DISPLAY THE VERY BEST OF YOUR USER-GENERATED CONTENT. SINCE 2012, WE VE BEEN HELPING OUR CUSTOMERS TO IDENTIFY THEIR MOST VALUABLE CONTENT AND TO DISPLAY IT WHEREVER IT HAS THE BIGGEST IMPACT ON THEIR AUDIENCE. REQUEST A DEMO TO FIND OUT MORE. REQUEST A DEMO VISIT US ONLINE CONTACT US BY info@miappi.com OR CALL US ON +44 (0)