1 Frank Body
Australian born beauty brand Frank Body went viral in 2017 through its “cheeky” social media campaigns. Since its 2016 launch, Frank Body has sold over 2.2 million of its signature coffee ground body scrubs and has developed a strong international presence, now shipping product to over 149 countries globally.
Speaking to Forbes magazine, Hatzis, co-founder and creative director commented “we had a very deliberate user-generated content strategy from day 1 – and we now have over 100,000 consumer generated images living under our hashtags #letsbefrank and #thefrankeffect.”
The co-founders originally funded Frank Body with less than $10,000, and last year, the company achieved over $20 million in brand sales.
2 Marriot Hotels
Global Hotel Group, Marriott Hotels, sought to use its content marketing strategy to achieve what it termed the “3 c’s”: deliver Content, develop Community and drive Commerce. To attain this, the Hotel group developed an independent short film, the 2 Bellman, which it described as a “comedic, genre-bending explosion of parkour, martial arts, dance and music action, featuring the biggest stars from the hip hop and B-boy dance worlds” shot entirely on location at the JW Marriott LA Live.
Using social media channels and influencers, the Marriot group then built public excitement over the film from trailer through release, ultimately launching with a “ bona fide” Hollywood premiere on site.
Engagement with both the film and trailer exceeded industry benchmarks by more than 400%. The film drove a total of 247M PR impressions, worth approximately $34M in ad value. The Marriot group also boasted that brand sentiment rose 2 points above its previous three-month average and a 65% rise in brand interest.
3 You Foodz
Australian fresh meal company, YouFoodz, sought to promote the launch of their new winter menu by enlisting influencers across the health, fitness, and food verticals. During the campaign, 81 influencers were chosen to create a total of 167 pieces of content and in excess of 162 Instagram stories.
The campaign resulted in almost 70,000 direct engagements, 507,909 total impressions and reached almost 1.5 million people across Facebook and Instagram. More importantly, YouFoodz saw a whopping 700% increase in revenue as a direct result of the campaign.
4 Mercedes Benz
In 2015, global luxury car brand, Mercedes Benz, launched its Mercedes’ #MBPhotoPass campaign, which was aimed at giving a fresh perspective to the brand. The brand’s marketing strategy entailed engaging influencers to target different segments by telling their own stories using the brand’s vehicles.
Mercedes worked with over 40 photographers and influencers including Instagram star Loki the dog and his owner Kelly Lund. Using 3D cameras, Loki and Kelly were filed driving the 2017 Mercedes GLS through the snowy mountains of Crested Blue, Colorado. The 360-degree video uses virtual reality to give the viewer a glimpse through Loki’s eyes.
The user-generated content campaign went viral, and as at 2015 alone, 269 images were created resulting in a total reach of 173 million impressions, a total engagement of 2.3 million likes/comments and earned media totalling over $4 million. Since then a further 17,000 images have
been posted which capture exciting, inspiring and stimulating imagery of the Mercedes vehicles and the lifestyle associated with the brand.