This week at the ANA Digital & Social Conference, Crowdtap took the stage alongside our partners at DigitasLBi to educate marketers on how Whirlpool empowered real people to become storytellers as part of their largest advertising initiative to-date.
The results of the user-generated content driven campaign speak for themselves: Whirlpool saw a 6.6 percent sales lift in just six months following the campaign, significantly outpacing overall category trends. The brand also saw a 6X lift in online brand sentiment.
Here are some key learnings from the presentation, in case you missed the session:
We’re entering the era of the “open brand.” To kick things off, Crowdtap’s Lindsey Plocek explained why brands opening themselves up to the voice of the consumer is such an important trend in marketing today. Citing earlier ANA Digital sessions that echoed this mindset, she explained that while incoming generations of consumers might not trust traditional advertising, they still care about brands. In fact, a recent Havas study found that nearly half of all Millennials say that brands play “an essential role” in their lives, and 45 percent also said they have the power to dictate whether brands succeed or fail.
User-generated content can be a potent addition to your marketing toolkit. UGC is more trusted and more memorable than other types of media. Beyond that, per Millward-Brown research conducted in partnership with Crowdtap earlier this year, branded UGC outperforms digital media norms across awareness, favorability and purchase intent. Marketers can leverage UGC to create rich owned media experiences (as is the case with Whirlpool’s campaign microsite); feed their social media content pipeline; and even dimensionalize paid media creative.
Elevating the voice of the consumer is key to bringing emotional messaging to life in an authentic way. As Mark Book, VP, Director of Social Content at DigitasLBi, put it, Whirlpool was able to rise above the “sea of sameness” in its category by moving to a more emotional message. The “Everyday, care” campaign was built around the idea that every chore we do in the home is a small act of love. The campaign generated 44K pieces of authentic UGC and inspired Whirpool to take a product development approach to social and content creation – testing and optimizing ideas and creative through real consumers.
Thanks to our partners at the ANA for a fantastic conference. You can learn more about the Whirlpool “Every day, care” campaign in Ad Age.