User Generated Content Is Beautiful

When done properly, marketing using user generated content can be effective at building a brand and beautiful all at the same time. Take for example the site created recently by the brand that essentially owns the permanent marker category, Sharpie. The “Sharpie Uncapped” site, which you can visit HERE is a site that allows users to register to share anything and everything Sharpie. Users can register to upload images directly to the site, or submit images through the web via popular social media platforms such as Flickr and Youtube.

It’s an amazing repository of inspiration and information about the many unique ways consumers are using Sharpie’s products. One look at some of the content on the site and it’s easy to see how the brand could develop an advertising campaign generated from the submissions on the site. It’s also a great way to encourage people to spread the Sharpie message via word-of-mouth marketing, as you can imagine the people who submit will be proud to have their work featured online.

While the visual appeal of the Sharpie site really helps to generate and sustain interest, there are many other categories where user generated content can and has worked: automotive, airlines, snack foods, shoe companies, car dealerships, restaurants, tourist attractions, and more. That said, it’s important not to simply give your customers the keys to the castle, so to speak. In order for a UGC effort to work, it’s key to engage in careful planning, think creatively and to know your audience (including having a healthy knowledge of what could go wrong). Need help? We’ve got that.

by Garret Ohm

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