Top 5 User-Generated Campaigns of 2016

Libby Headon Digital Marketing Manager


If you feel inspired to start your own UGC campaign in 2017; get in touch with us, and see how Popdeem can help you motivate your customers to share content about your brand.

1. Spotify’s Use of User-Generated Data in 2016 Review Campaign

Our first UGC campaign is Spotify’s ‘Thanks 2016. It’s been weird,’ witty, global Out-of-Home (OOH) ad campaign.

In this campaign, Spotify’s data-centric business model, lent itself into their marketing creative. With their advertising headlines highlighting funny user data. For example:

  • “Dear person who played ‘Sorry’ 42 times on Valentine’s Day,
    What did you do?”
  • “Dear 3,749 people who streamed ‘It’s the End of the World as We Know It’ the day of the Brexit vote,
    Hang in there.”
  • “Dear person in the Theater District who listened to the Hamilton Soundtrack 5,376 times this year,
    Can you get us tickets?”
Image of billboard ad from Spotify's User Generated Content (UGC) campaign, with the headline - 'Dear person who plated "Sorry" 42 times on Valentine's Day, What did you do?
Source: AdWeek – Billboard ad from Spotify’s UGC campaign, ‘Thanks 2016. It’s been weird.’

2. Swedish Tourist Association: Talk to a Swede

Our second creative UGC campaign won the Cannes Silver Lion,  in the ‘Best Use of User Generated Content in a Brand Experience‘ category.

With 2016 marking the 250th year since Sweden became the first country to abolish censorship; the Swedish Tourist Association created ‘The Swedish Number’ campaign.

Users from around the world were invited to call Sweden and talk to a random Swede. The campaign generated more than 197,000 calls, based solely on user-generated interactions between callers.

Source: YouTube – The Swedish Number Case Study Video

3. Esurance – Super Bowl Competition

Third up, is the #EsuranceSweepstakes campaign. This activity demonstrated the power of incentives in UGC campaigns – a key Popdeem feature. Find out more here.

Amazingly, Esurance garnered the most brand mentions on Twitter during the 2016 Super Bowl Gameday, without even running a commercial during the game.

So how did they do it?

They aired advertisements both before and after the event, paired with a strong social contest. The call-to-action was to retweet Esurance’s posts on Twitter, for a chance to win one of four $250,000 cash prizes!

But the UGC didn’t end there. Esurance also shared videos of participants’ finding out that they had won!

This is an awesome example of how leveraging user-generated content can boost engagement and brand visibility. Get in touch with us to explore how you can motivate your customers to generate content, and amplify reach.

4. Apple: The Human Family

Due to the success of the ‘World Gallery’ – or as it’s most commonly known, ‘Shot on iPhone’ campaign, Apple Inc. created an ad for the Olympics Opening Ceremonies in Rio with user-generated photos, you guessed it – shot on the iPhone.
The video shows a slideshow of images shot on iPhone, with the voice of Maya Angelou, reciting her poem, The Human Family.  Take a look at this evocative and beautiful piece of creative below.


Source: YouTube

5. Disney – #ShareYourEars

Finally, our fifth UGC campaign of 2016 comes from Disney with their #ShareYourEars campaign. In this example, users were encouraged to share photos of themselves, friends and family wearing Mickey Mouse ears with the #ShareYourEars hashtag.

Screenshot from showing image grid of images of people wearing Mickey Mouse ears, as part of Disney and Make-A-Wish Foundation's #ShareYourEars User-Generated Content campaign.
Source: SocialMediaToday

Disney began by pledging a $5 donation to the Make-A-Wish foundation for each participant in the campaign, with a $1 million cap. Eventually, the campaign became a trending topic on social media and was so successful that Disney in fact, doubled their original pledge to $2 million!

Next Steps

If you’re in the market for a social engagement tool that makes it easy for you to reward your customers for brand advocacy and word-of-mouth on social media – please visit

With Popdeem, you can reward customers and brand advocates with coupons, loyalty points, prizes, or charity donations, when they share photos on Instagram, check-in on Facebook, or use a branded hashtag. For more information on how Popdeem works, check out this article, Heine Brothers’ Coffee Unveils Social Rewards Program on

Request a free, personalized Popdeem demo by completing the form below.

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Libby Headon Digital Marketing Manager
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