Engaging audiences with user generated content
Ready to Care by Home Instead was looking to raise awareness about their brand as well as the issue of senior loneliness and isolation. The social purpose brand was also looking to elevate authentic stories to better connect with its audience. Out of these objectives, a user generated content campaign was born.
Responsibilities
Campaign strategy
Creative concept
Paid media
Project management
Deliverables
UGC assets with legal permission to repurpose for brand
Outcomes
300+ submissions over a 3-week campaign
Developing a user generated content strategy
According to Social Media Today, 86% of people say authenticity is important when deciding what brands to support. This is one reason why user generated content performs so well across social channels.
Components of the UGC strategy included:
Determining key performance indicators and targets
Developing a content strategy to repackage and promote collected content
Compiling a paid and organic promotion plan
Hashtag strategy
Creating a captivating UGC concept
We decided to take a contest approach to incentivize participation. Next, we developed four concepts that met all or the majority of the following criteria:
Aligns with brand
Wide audience appeal
Easy to understand
Easy to participate
Collects authentic, personal stories
Depicts intergenerational relationships
Pictures seniors
We landed on a concept called Snapshots with Seniors since it met the majority of criteria. The concept was excellent at driving participation, resulting in 300+ submissions in a three week timeframe.
Packaging and distributing content
At the campaign’s conclusion, we developed a rubric for judges to select a winner. We promoted the top three winners across our social channels, and then evaluated our ed cal to identify opportunities to share additional submissions.
To view all submissions, visit the Snapshots with Seniors landing page.
Please note that due to the proprietary nature of this work, more information about this project may be available by request only. Please contact me to learn more.
"Lauren is not only amazing at strategy, but her level of organization and detail is impeccable. You can always tell that Lauren is not only doing 'just a job', but is putting her heart and soul into her work and whatever she produces. She takes the time to ask consultative questions to make sure that what she delivers is exactly what is being asked for."
Erin Albers | Vice President, Social Purpose (former) | Home Instead, an Honor Technology company
Learn more about me and my work
Hi, I’m Lauren — a marketing pro with more than 10 years of experience leading strategic, product, content and digital projects and empowering teams to produce their very best work.
