How Meridian Solves Key Marketing Measurement Challenges

User-Generated Content (UGC) Campaigns have become a powerful marketing strategy. These campaigns encourage users to create and share content related to a brand, boosting authenticity and engagement. From viral videos to creative contests, brands leverage UGC to connect with audiences personally.

In this blog, we'll explore 20 brilliant examples of UGC campaigns that went viral and left a lasting effect on both brands and consumers.

 

1. Coca-Cola - "Share a Coke"

 

Highlights:

• Personalized Bottle Campaign
• User-Generated Content Sharing

Coca-Cola's "Share a Coke" campaign was a masterstroke in personalization marketing. Instead of the traditional Coca-Cola logo, the company printed popular names on their bottles, creating a personal connection with consumers. People were excited to find bottles with their names or those of their friends and family. This simple yet effective idea encouraged millions to purchase these personalized bottles and share their experiences on social media platforms such as Facebook and Instagram

Impact:

• Over 150 million personalized bottles are sold in the U.S. alone.
• Over 500,000 photos were conveyed with the hashtag #ShareaCoke, creating organic brand visibility.
• The campaign significantly boosted Coca-Cola's sales and re-engaged customers worldwide.

 

2. Starbucks - "White Cup Contest"

 

Highlights:

• Custom Cup Design Submissions
• Online Voting and Prizes

Starbucks launched the "White Cup Contest" to engage its creative customer base. The brand encouraged customers to decorate their plain white cups with unique designs and submit photos of their artwork via social media. The contest generated many creative submissions, with Starbucks selecting the winning design to feature on a limited-edition reusable cup.

Impact:

• Over 4,000 entries were received in just three weeks.
• A surge in customer engagement fosters a sense of community and creativity.
• Boosted brand loyalty by allowing customers to become part of the Starbucks design process.

 

3. Doritos - "Crash the Super Bowl"

 

Highlights:

• User-Created Commercials
• Viewer Voting and Winning Ads

Doritos' "Crash the Super Bowl" campaign was an innovative approach to advertising. The brand invited fans to create their own Super Bowl commercials, with the winning entries aired during the event. This allowed everyday people to showcase their creativity on one of the world's biggest advertising stages. The public also participated by voting for their favourite ads.

Impact:

• Millions of video submissions from fans around the globe.
• There was a 30% increase in Super Bowl ad engagement as people eagerly watched to see which fan-made ad won.
• The campaign ran for over a decade, becoming a cultural phenomenon and boosting Doritos' brand recognition.

 

4. Lego - "Make Your Mini-Figure"

 

Highlights:

• Custom Lego Character Design
• Crowdsourced Catalog Additions

Lego's "Make Your Own Mini-Figure" campaign allowed fans to design their custom Lego characters through an online platform. Users could choose different outfits, hairstyles, and accessories to create unique mini-figures. Some of the best designs were included in Lego's official catalogue, giving fans the thrill of seeing their creations become part of the brand.

Impact:

• Thousands of user-generated designs are submitted globally.
• Strengthened community involvement by encouraging creativity and personal expression.
• Helped Lego maintain its image as a brand that values imagination and user participation.

 

5. GoPro - "GoPro Awards"

 

Highlights:

• User-Submitted Adventure Videos
• Curated Content Showcased

The "GoPro Awards" campaign encouraged users to submit adventure videos captured with cameras. Whether extreme sports, travel experiences, or creative time-lapses, GoPro featured the best content on its social media and website. Winners received cash prizes and GoPro gear, motivating more users to participate.

Impact:

• Over 20,000 video submissions annually showcasing diverse and thrilling adventures.
• Boosted product sales as users wanted to capture their experiences with GoPro cameras.
• Enhanced brand visibility through authentic, user-created content shared globally.

 

6. Airbnb - "Live There" Campaign

 

Highlights:

• Local Experiences Highlighted
• User-Generated Travel Stories

Airbnb's "Live There" campaign shifted the focus from just booking accommodations to experiencing life like a local. The brand encouraged travellers to share authentic stories, photos, and experiences living in unique homes and neighbourhoods worldwide. This UGC approach resonated with audiences seeking genuine travel experiences.

Impact:

• 13% increase in bookings year-over-year after the campaign launch.
• Enhanced brand trust as real stories from real people created an authentic connection with potential customers.
• Strengthened Airbnb's position as more than just a booking platform—it became a community-driven brand.

 

7. Heinz - "Ketchup Puzzle" Challenge

 

Highlights:

• User-Assembled Mosaic Artwork
• Shared Puzzle Completion Images

During the COVID-19 lockdowns, Heinz launched the "Ketchup Puzzle" challenge, featuring a 570-piece puzzle with every piece in the same shade of red—just like their ketchup. This quirky challenge was designed to be both fun and frustrating, encouraging people to complete the puzzle and share their progress (and struggles) on social media.

Impact:

• It became a viral trend during lockdowns when people sought home-based activities.
• Increased social media mentions by 40%, with thousands of users posting about their puzzle journey.
• Enhanced Heinz's brand image as fun, relatable, and innovative even during challenging times.

 

8. Frito-Lay - "Do Us a Flavor" Contest

 

Highlights:

• Crowdsourced Chip Flavor Ideas
• Public Voting and Winning Flavor

Frito-Lay launched the "Do Us a Flavor" contest, inviting customers to suggest innovative new flavours for their popular chips. Participants submitted unique flavour ideas, from exotic international tastes to creative twists on traditional favourites. The most exciting part was that the public got to vote for their favourite submissions, with the winning flavours being produced and sold nationwide. This approach made customers feel directly involved in product development.

Impact:

• Over 14 million flavour submissions were received globally, showcasing the campaign's massive reach.
• A significant 8% increase in sales during the campaign, proving that customer engagement directly impacted revenue.
• Strengthened brand loyalty by involving consumers in the creative process.

 

9. Lay's - "Smile with Lay's" Campaign

 

Highlights:

• User Selfies and Smile Photos
• Social Media Engagement Rewards

The "Smile with Lay's" campaign was designed to spread positivity and connect emotionally with customers. Lay's printed photos of smiling faces on their chip bags, encouraging people to take selfies with these fun, personalized packages. Consumers were motivated to share their smiling selfies on social media, using specific hashtags for broader visibility. This created a ripple effect of joyful user-generated content.

Impact:

• Millions of smiley selfies are shared on platforms like Instagram and Facebook.
• Fostered a positive brand association, making Lay's synonymous with happiness and fun.
• Enhanced emotional connections with consumers, leading to stronger brand loyalty.

 

10. Red Bull - "Stratos" Skydive Stunt

 

Highlights:

• User-Captured Livestream Footage
• Viral Social Media Engagement

Red Bull's "Stratos" campaign was a record-breaking event. Austrian skydiver Felix Baumgartner performed a freefall jump from the edge of space, breaking the sound barrier. Red Bull encouraged users to capture and share the live stream footage across social platforms. The event's extreme nature and suspenseful buildup made it an instant hit, with millions tuning in live and countless others sharing clips afterwards.

Impact:

• Over 8 million live views on YouTube, setting a record at the time.
• It became one of the most shared branded events in history, solidifying Red Bull's image as a brand that pushes the limits.
• Dramatically increased Red Bull's global visibility and reinforced its adventurous brand identity.

 

11. Oreo - "Dunk in the Dark" Moment

 

Highlights:

• User-Generated Real-Time Content
• Opportunistic Social Media Posts

During the 2013 Super Bowl, a sudden blackout stopped the game. Oreo captured the moment with a clever tweet: "You can still dunk in the dark." This real-time, opportunistic post went viral almost instantly, as users loved the brand's quick wit and creativity. It demonstrated the power of timely content in engaging audiences.

Impact:

• Over 525,000 retweets and likes within hours of posting.
• Showcased the effectiveness of real-time UGC campaigns, inspiring brands worldwide to focus on timely, relevant content.
• Reinforced Oreo's image as a fun, playful brand with a strong social media presence.

 

12. Adidas - "Create Your Own" Shoes

 

Highlights:

• Customized Shoe Design Options
• User-Designed Shoe Showcased

Adidas launched the "Create Your Own" campaign, allowing customers to design shoes using an online customization tool. Participants could choose colours and patterns and add personal text to create unique footwear. The best designs were featured in Adidas' exclusive collections, allowing customers to showcase their creativity globally.

Impact:

• Boosted the trend of product personalization with thousands of unique designs created.
• The demand for personalised products drove a 20% increase in online sales.
• Strengthened brand loyalty as customers felt a personal connection to their custom-designed Adidas products.

 

13. Harley-Davidson - "Battle of the Kings"

 

Highlights:

• Dealer-Customized Bike Entries
• Online Voting and Winner Revealed

The "Battle of the Kings" campaign by Harley-Davidson was a competition among its dealerships to create the most impressive custom motorcycles. Each dealership designed unique bikes, showcasing creativity and craftsmanship. Fans and customers were invited to vote for their favourite designs online, creating a strong sense of community engagement.

Impact:

• Thousands of customized bike entries are submitted from dealerships worldwide.
• Significantly strengthened community loyalty as fans felt involved in the brand's customization culture.
• Enhanced Harley-Davidson's reputation as a brand deeply rooted in personalization and craftsmanship.

 

14. Burberry - "The Art of the Trench"

 

Highlights:

• User-submitted Trench Coat Photos
• Curated Online Gallery Showcase

Burberry's "The Art of the Trench" campaign motivated customers to share photos of themselves wearing the iconic Burberry trench coat. These user-submitted photos were curated and displayed in an online gallery, turning everyday customers into fashion models. The campaign celebrated the versatility of the trench coat while fostering a sense of community among Burberry enthusiasts.

Impact:

• Increased website traffic by 50% as people visited to view and share content.
• Enhanced Burberry's brand identity through authentic, real-life content showcasing how people style their trench coats.
• Created a strong connection between the brand and its global audience, reinforcing Burberry's status as a luxury fashion icon.

 

15. Converse - "Customize" Campaign

 

Highlights:

• User-Designed Shoe Creations
• Personalized Product Offerings

Converse launched the "Customize" campaign, allowing users to design Chuck Taylor All-Star sneakers. Customers could choose colours, patterns, and materials and even add personal messages through an online platform. This campaign celebrated individual creativity and self-expression, making every pair of Converse unique to its owner.

Impact:

• Millions of custom shoe designs are created by fans worldwide.
• Significant boost in direct-to-consumer sales as customers loved the ability to personalize their footwear.
• Strengthened brand loyalty by empowering customers to become co-creators of their products.

 

16. IKEA - "Bookbook" Viral Video

 

Highlights:

• Humorous Product Demonstration
• Shared Across Social Platforms

IKEA's "Bookbook" campaign was a clever parody video that humorously introduced their traditional catalogue as if it were a revolutionary new tech product. The video highlighted the catalogue's "features," such as no need for batteries, instant page loading, and easy navigation. Its witty, tongue-in-cheek approach resonated with audiences, making it a viral hit.

Impact:

• Over 18 million views on YouTube, capturing attention globally.
• Increased catalogue downloads and customer engagement, proving the effectiveness of humour in marketing.
• Reinforced IKEA's image as a fun, creative, and innovative brand.

 

17. Volvo Trucks - "The Epic Split" Video

 

Highlights:

• Viral Stunt Featuring Jean-Claude Van Damme
• Massive Online Engagement and Shares

Volvo Trucks created "The Epic Split," featuring Jean-Claude Van Damme performing a jaw-dropping split between two reversing trucks. The video showcased the trucks' precision and stability in a visually stunning way. Its dramatic visuals and Van Damme's iconic performance made it an instant viral sensation.

Impact:

• Over 100 million views on YouTube, becoming one of the most-watched branded videos.
• Strong brand recall and awareness for Volvo Trucks, emphasizing their engineering excellence.
• Boosted sales and industry credibility by highlighting product reliability through an unforgettable stunt.

 

18. Dove - "Real Beauty Sketches"

 

Highlights:

• Empowering User Perspectives
• Emotional Storytelling Impact

Dove's "Real Beauty Sketches" campaign explored how women perceive themselves compared to how others see them. A forensic artist created two sketches of each woman: one based on her description and another based on a stranger's description. The differences were striking, revealing how self-criticism often distorts self-image.

Impact:

• Went viral with 67 million views within a month.
• Sparked positive discussions on beauty standards and self-esteem worldwide.
• Strengthened Dove's commitment to promoting real beauty and body positivity.

 

19. Heineken - "Worlds Apart" Experiment

 

Highlights:

• User Interactions and Discussions
• Promoting Openness and Empathy

Heineken's "Worlds Apart" campaign united strangers with opposing views on controversial topics. The pairs completed tasks, built connections, and discovered their differing opinions only then. The powerful message emphasized that human connection can transcend ideological differences, promoting empathy and understanding.

Impact:

• Over 50 million views, sparking global conversations on social issues.
• Enhanced Heineken's brand image as socially responsible, encouraging openness and dialogue.
• Widely praised for its thoughtful, inclusive approach to marketing.

 

20. Always - "#LikeAGirl" Campaign

 

Highlights:

• Redefining Gender Stereotypes
• User-Generated Empowering Content

Always's "#LikeAGirl" campaign aimed to challenge harmful gender stereotypes. The campaign showcased how young girls perceive the phrase "like a girl" as empowering, while older participants viewed it negatively. It encouraged people to redefine the phrase, making it a symbol of strength and confidence.

Impact:

• Over 85 million video views, with widespread media coverage.
• Shifted perceptions about gender roles, promoting female empowerment.
• Inspired countless user-generated stories about overcoming stereotypes, amplifying the campaign's impact.

 

Statistics and Data Table

 

Brand	Campaign	Impact	Engagement Stats
Coca-Cola	Share a Coke	Personalization trend	500,000+ social media posts
Starbucks	White Cup Contest	Creative user participation	4,000+ entries
Doritos	Crash the Super Bowl	Viral commercials	Millions of video submissions
Red Bull	Stratos	Global livestream success	8M+ live views
Dove	Real Beauty Sketches	Emotional storytelling impact	67M views in one month

 

Wrap Up

UGC campaigns have proven to be game-changers for brands worldwide. They enhance brand visibility and foster genuine connections with audiences. As these examples show, creativity and community engagement are the keys to going viral.

Whether you're a marketer or a business owner, consider the power of UGC campaigns to elevate your brand's presence and build lasting relationships.