Prepared for Ramon B. | Delivered February 15, 2020
Influencer and User-generated Content Marketing
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To identify case studies of brands that used successful influencer-generated content, user-generated content, and brand-generated content strategies.
' Donuts and Nano Influencers
' Donuts ran a marketing campaign that wanted to capitalize on their coffee. To do that, they used
with 1,000 to 10,000 followers on Instagram.
They wanted to specifically focus on a
The campaign's posts
"mainly focused on being realistic
to the audience, promoting Dunkin’s new handcrafted espresso drinks."
The campaign targeted roughly 1.1 million customers and received over 21,935 likes and a
5.2% engagement rate
Starbucks' #RedcupContest is one of the
user-generated content campaigns.
Starbucks asked "fans to
submit cool photos
of their coffees for the chance to win a Starbucks gift card."
In fact, the campaign is also designed to drive revenue as customers have to buy a
specially designed red cup
in order for their photo to be eligible for the reward.
The campaign is also very iconic because it has become a t
radition for Starbucks
to run that specific campaign for Christmas and New Years, which has helped them increase the buzz around their products even more.
To date, Starbucks has generated over
30,000 unique photos