MADE.COM offers high-end, quality design for the home, without high-end price tags. For their 2019 Fall/Winter out-of-home campaign, MADE wanted to highlight the authenticity around their brand and celebrate their fans. Knowing they had a massive following, predominantly on Instagram, that tags their brand every day, MADE realized setting user-generated content (UGC) as the main creative for their campaign could help build upon their already strong share of voice.
MADE was already leveraging Olapic’s UGC Solution to feature content in a gallery on their homepage and on product detail pages, where they saw a positive direct effect on conversion, so they trusted its value as a content asset, and looked to the tool to help collect, curate and activate high volumes of images that were coming in. For the campaign, MADE chose to feature UGC on paid social, billboards, buses and other OOH activations.
For campaign content, MADE also needed a way to ensure that the UGC they featured represented products that were still for sale, available across markets and importantly, that the images were verified and approved to be used in marketing.
MADE created the hashtag #MADEdesign as a call-to-action for the campaign to ask fans to post images on social media of their products in their home. They also have a streamlined communication online, which they extended out-of-home to reach an audience outside of the digital channels. To kick off the campaign, UGC-like images were created with influencers in their homes, to convey the feeling of real spaces, real lives in authentic environments, and to encourage people to share their own style on social media. They relied on Olapic’s UGC Solution to collect and categorize images based on things like where creative would be placed, and by product category: so they could retarget customers with category-specific UGC on social media.
Olapic’s Moderation Services team helped MADE.com sort through thousands of images that were coming in so they could quickly review assets and add new images to the creative mix so the content system was constantly refreshing itself.
The initial phases of the campaign were so successful that MADE has been shortlisted for the Digiday Content Marketing awards for their campaign, “Design your happy place”. This campaign’s success proves once again the value of user-generated content for the brand. Always striving for more authentic imagery, MADE has coined a more direct call-to-action, where they ask customers to, “Share your happy place,” for a chance to be featured in the next campaign, and they’re seeing a new surge of people coming in and actively tagging the brand, so it’s self-fulfilling.
images collected from #MADEdesign
of content collected in 2019 was organic
“When we came up with the idea for, ‘Design your happy place’ we were keen to come up with something which was genuinely authentic and relatable.
We couldn’t have done it without having a tool like Olapic to manage UGC assets so we could champion them across multiple formats, while knowing that it’s safe to do so and that we have a proper verification process in place. The campaign is our brand platform for the moment.
We’re happy with it because it’s about celebrating real life, everyones’ individual style and real people.”