Weleda, the world’s leading manufacturer of holistic, natural cosmetics and anthroposophic medicines, wanted to build closer relationships with customers and create consistency across channels and markets. In order to communicate its values more authentically and dynamically, Weleda looked to Olapic for help incorporating user-generated content.
Weleda leverages Olapic’s UGC solution to activate all of the content their massive customer base is already out there creating. Weleda is infusing their customer touchpoints with UGC on a widget on their website homepage, an inspirational gallery and by syndicating content to PDPs and category pages in eCommerce spaces. Weleda also builds UGC into nearly all campaign landing pages they create. Olapic’s Moderation services have helped Weleda build a consistent visual tone across social accounts in 12 markets.
Infusing UGC into product detail pages has added value over just having brand imagery and has helped Weleda drive conversion rates. Once they realized the value of UGC, they also started sharing 100% UGC on their main Instagram account as a platform to build stronger relationships with their customers and have seen higher engagement there than on other channels and grown the account organically without paid media. They have also been able to grow their following and reach new customers with UGC and by building relationships with micro-influencers.
Conversion rate increase
“With Olapic, we have a direct contact, so there is support – and not just technical support – also marketing support, they give us inspiration for what we can do and [ideas for] how we can use UGC in a better way. It’s more like a partnership than a classic vendor-client relationship.”