2015: The Year of User Generated Content
2015 was an amazing year for user generated content (UGC). The launches of Meerkat and Periscope brought live streaming to the masses, while network giants like Twitter introduced new storytelling formats with Moments and Instagram moved beyond the square with landscape and portrait photos. Snapchat continued to evolve into a publishing powerhouse, and Facebook expanded its products with more features than ever.
Leading brands took care to incorporate UGC into their overall marketing for 2015 and make sure it was an integral part of their campaigns. From fashion to entertainment, toys to travel, UGC made a big impact on the biggest campaigns of the year. In fact, many of the most notable campaigns were based on UGC participation.
The Straight Outta Somewhere meme generator was one of my favorite campaigns of the year as it made it easy for people to create and personalize their own ‘Straight Outta _____’ image based on the historic Straight Outta Compton album cover art. The campaign was a viral success and spread like wildfire on social media, giving a huge lift in awareness to the film generating increased ticket sales for the new movie, soundtrack, and remaster of the original album.
By making a meme generator that was strikingly on-brand and simple for fans to customize, the campaign was able to attract everyone from sports teams to celebrities to participate in the campaign. The meme generator was a great strategy and one I think more brands will follow in 2016.