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10 Examples of Top Brands Leveraging User Generated Content

You already know that UGC can boost your brand, let’s take a look at some real-life examples of companies that are doing it right. We compiled 10 of our top picks to give you ideas for your own branded UGC campaigns.

1. Allbirds

To get the word out about its revolutionary footwear — which has been billed “the world’s most comfortable shoe” — Allbirds turned to its enthusiastic customers. The brand invites customers to share photos with the hashtag #weareallbirds and features the highlights across its online platforms. Allbirds places UGC images on the product pages of its website so customers can easily browse and get inspired to buy.



Lifestyle brand knows that putting customers first is key. In its emails, the brand regularly combines testimonials and visuals from its UGC campaigns. Together, the heartfelt statements and images hit home with customers, making a much bigger impact than branded marketing campaigns alone can.

3. Fenty Beauty

Since launching in 2017, Fenty Beauty has celebrated its wide range of foundation shades by asking Instagram followers to tag #FentyBeauty when sharing makeup photos and videos. In just over two years, the hashtag has garnered a whopping 3.5 million posts, allowing Fenty Beauty to re-share UGC images that feature everything from tutorial videos to stunning finished looks.


4. Hot for Food

When vegan food blogger Lauren Toyota released her debut cookbook, Vegan Comfort Classics, she encouraged Hot for Food Instagram followers to try her recipes and tag them #HotForFoodCookbook. Two years after the cookbook’s launch, the hashtag has nearly 4.5Kposts and continues generates UGC that Toyota uses to market the book regularly.


5. Modcloth

Clothing and accessories brand Modcloth sells everything from dresses and skirts to jewelry and shoes, relying on its customers to show off how its products look in the wild. The brand invites customers to tag photos with #MyModcloth, which has generated over 11,400 Instagram posts. Modcloth features UGC images on social media regularly and has even integrated UGC imagery above the fold on its website, highlighting just how important authentic content is to the brand.


6. Olly

Nutrition company Olly makes everything from multivitamins and wellness boosts to protein powders and bars — but all of its products have one thing in common: fun. To showcase this aspect, the brand invited customers to share Instagram images with the tag #happyinsideout. For a bit more creative control in their UGC, Olly leverages the Cohley platform to generate tons of UGC content including photos, videos, and boomerangs while still incorporating the aesthetic they’re looking for. Olly then repurposes the imagery in their marketing channels, mixing in UGC with in-house content. This is especially evident especially in their social ads and feeds.


7. Shoot My Travel

Shoot My Travel schedules themed photoshoots for customers traveling to locations around the world. Rather than add even more images to its photo-heavy mix, Shoot My Travel focuses its UGC efforts on gathering compelling testimonials. In its emails, the brand features detailed customer reviews alongside a photo from the shoot to add an extra personal touch that potential customers can connect with easily.


8. Warby Parker

Glasses maker Warby Parker has never let its lack of physical shops stop the company from reaching customers across the nation. Since its launch in 2010, the brand has been famous for shipping customers frames to try on at home before purchase, a service the company continues to promote via an ongoing UGC campaign. The brand has launched series of high successful social ads using different formats of UGC content including video testimonials, camera phone photos, and stop motion GIFs. This has allowed Warby Parker to highlight both its stylish frames and its convenient home try-on option in a genuine way. 


9. Wayfair

To market its furniture and home goods, Wayfair sought an outside-the-box solution. Rather than sticking with internally produced marketing campaigns and risking sounding too salesy, the brand added a UGC campaign to its mix. Thanks to the #WayfairAtHome hashtag, the brand has collected nearly 40,000 UGC submissions that showcase its furniture and home accessories in actual customers’ homes, adding an extra touch of authenticity to the campaign. The brand often highlights top UGC submissions on Instagram to get even more mileage out of these posts.


10. Whole Foods Market

In 2018, Whole Foods Market launched a contest that invited customers to share social media posts of their latest food obsessions and tag #MakesMeWhole. Although the contest has long closed, the supermarket chain has transformed it into a UGC campaign that’s generated over 200,000 Instagram posts and countless Twitter posts. Whole Foods continues to incorporate this UGC into its marketing materials as a way to market itself as “the place to discover new flavors, new favorites, and new ideas.” 


From social media and email to your website and beyond, UGC can amplify your brand’s marketing campaigns and allow you to connect with customers in a valuable new way. Read more about generating your own UGC here and talk with our team to find out how you can get started with a UGC campaign today.