By Irina Skaya
In my last blog, I talked about the value of being
innovative and engaging consumers during the economic slowdown. What’s more
ground-breaking and engaging than
user-generated advertising?
The two best-rated ads during Sunday’s Super Bowl were consumer-generated ads for Doritos. Every marketing conference I attend, I hear of the importance of putting ourselves, marketers, into the shoes of consumers. Our products must reflect the needs of the consumers. Consumer insights are a key to creating ads. So why aren’t more marketers letting their own consumers create ads for their products? Won’t these ads engage more target consumers and be more relevant?
User-generated advertising is much more cost-effective; it’s basically free! Plus, there is a tremendous potential for PR. The other benefit of user-generated content is the possibility of discovering brand new advertising talent—advertisers are always seeking the next big creative genius. So why aren’t marketers embracing consumer-generated advertising as much as they should?
Don't be afraid of not receiving high-quality ads. There are plenty of campaigns that have launched contests for consumer-generated advertising, and have received high-quality content. Consumers also like the opportunity to be creative because they feel they have some impact and some ownership. They put a lot of time and thought into what they are doing. There's something to be said about an ad created by someone who really loves the product, versus what you get from someone who is paid.
Take a look at examples from HP, Apple, Converse, and of course Doritos. Below is one of the Doritos ads from this year’s Super Bowl.
Technorati tags: Super Bowl user-generated consumer-generated Doritos ad Apple HP Converse consumer engagement
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