Scrolling past polished ads is second nature to most people, but stopping to read a friend’s recommendation? That still works.
When a real customer posts about your brand, it carries a level of authenticity no ad budget can buy—that’s the power of user-generated content (UGC).
According to Nielsen, 92% of consumers trust recommendations from people they know over any form of advertising.
In this article, we’ll dive into the best UGC campaign examples and explain why these tactics matter.
Whether you’re part of a Fortune 500 marketing team or a five-person start-up, you’ll leave with actionable ideas to launch (or level-up) your own program.
Who Is This For?
- Marketing managers seeking fresh social strategies
- HR & employer-branding teams looking to boost recruiting content
- Small-business owners who want inexpensive, authentic promotion
- E-commerce managers aiming to turn customers into advocates
- Agencies pitching the best UGC campaign examples to clients
Why UGC Still Wins in 2025
Trust: The Authenticity Advantage
People trust people more than logos; peer validation beats polished ads. In fact, 87% of consumers stated that real customer reviews/ ratings have a greater impact on purchasing decisions.
Scale: Content Creation at Volume
Fans create content faster than your in-house team ever could. According to CrowdRiff, UGC increases conversion rates on e-commerce sites by up to 29%.
Engagement: Algorithm-Friendly Content
Algorithms boost posts that spark real discussions. According to HubSpot, short-form video has become the leading format in content marketing, with the majority of marketers indicating it provides a higher return on investment than any other format.
ROI: Better Results, Lower Costs
UGC campaigns typically cost less than professional productions while generating higher engagement rates.
7 Stand-Out UGC Campaign Examples
1. LEGO® “Rebuild the World”
LEGO handed creative control to fans, inviting them to imagine—and post—any build that solved a problem in their community. The result was pure, brick-built buzz.
- Brand perception: Post-campaign surveys showed a noticeable lift in brand affinity, with respondents calling LEGO more “innovative” and “relevant.”
- Reach: The #RebuildTheWorld hashtag topped 100 million views across platforms.
- Sales: LEGO reported a 5% sales bump the following year, outperforming category trends.
- Awards: Multiple Cannes Lions for creativity and effectiveness.
Why it worked: Emotional storytelling around creativity and problem-solving connected with all ages.
2. GoPro “Million Dollar Challenge”
Instead of staging big-budget shoots, GoPro crowdsourced jaw-dropping action footage and split $1 million among contributors.
- UGC at scale: Thousands of clips poured in—no expensive film crews needed.
- Top-performing content: Challenge videos became GoPro’s highest-viewed YouTube uploads.
- Community halo: Cash prizes turned users into lifelong advocates.
Why it worked: The campaign showcased authentic product capabilities while creating a genuine aspiration for amateur creators to achieve professional-quality results.
3. Sephora #SephoraSquad
Sephora flipped the influencer model by asking beauty creators to apply publicly—posting why they loved the brand.
- Application frenzy: Over 16K creators apply each year.
- Built-in buzz: Each application is a UGC testimonial.
- Long-tail content: Squad members share tutorials, reviews, and live streams all year.
Why it worked: The democratic selection process created authentic advocacy while generating massive content volume at a fraction of traditional influencer costs.
4. Coca-Cola “Share a Coke”
Coke replaced its logo with first names, encouraging teens to hunt for bottles and post photos with friends.
- Packaging = media: Bottles became personalized billboards.
- Hashtag power: #ShareACoke content flooded feeds, amplifying peer-to-peer sharing.
- Sales surge: U.S. sales of named bottles jumped 11%, and 1.25 million more teens tried Coke that summer.
- Long-term success: The campaign has been replicated in over 80 countries and continues to drive engagement
5. Starbucks #RedCupContest
Starbucks turns its holiday cups into an annual canvas with an in-app AR filter and a social contest.
- Foot-traffic spike: Store visits reached 81% above daily average in the lead-up to Red Cup Day.
- Content efficiency: Customers create the designs; Starbucks simply reshares the best
- Cultural relevance: The contest now signals the unofficial start of the holiday season for many fans
Why it worked: By turning a seasonal product into an annual creative tradition, Starbucks created a recurring UGC engine that drives both social engagement and in-store traffic.
6. Spotify Wrapped
Spotify turns user listening data into share-worthy “year in review” stories—and watches social explode.
- Cultural moment: 156 million users engaged with Wrapped in 2022.
- Viral FOMO: Mobile app downloads jumped 21% in the week after release.
- Earned media: Tweets about Wrapped grew 461% year-over-year.
- Competitive advantage: 83% of users say Wrapped makes them more likely to stay with Spotify over competitors
Why it worked: By transforming personal data into shareable, ego-boosting content, Spotify created a UGC campaign that users actively anticipate and voluntarily amplify.
7. Gymshark #Gymshark66 Challenge
Gymshark challenged fans to build a habit by logging workouts for 66 consecutive days.
- Massive reach: #Gymshark66 has racked up 45.5 million views and 1.9 million likes (and counting).
- Behavioral hook: 66 days is the average time to form a habit—smart psychological framing.
- App sign-ups: Challenge participants download Gymshark’s tracker app, feeding CRM data.
- Community building: The challenge created micro-communities of participants who support each other, strengthening brand loyalty
Why it worked: By focusing on habit formation rather than quick results, Gymshark created a UGC campaign that generates content for over two months while fostering genuine community connections.
How to Launch Your Own User-Generated Content Campaigns
1. Pick a Simple Prompt
- Keep it clear and aligned with your brand values:
- Too vague: "Show us how you use our product."
- Just right: "Share your morning routine featuring our coffee."
- Align with the brand: LEGO asked fans to rebuild the world; Spotify asked listeners to share Wrapped recaps—both on-brand and easy to follow.
2. Set a Branded Hashtag
- Create a unique, memorable hashtag that's:
- Short: Under 20 characters
- Unique: #ShareACoke < #SummerCokePromo2025.
- Clearly connected to your brand
- Check availability: Make sure no one else is using it, then claim it across platforms.
3. Offer a Clear Incentive
- The right incentive can dramatically increase participation:
- Feature opportunities: Resharing content on your official channels
- Recognition: Highlighting top contributors
- Digital rewards: E-gift cards that scale easily for campaigns of any size
With a Toasty Choice Card, each participant picks the brand they love—no guesswork, no unused prizes. Quick to send, fee-free, and global-ready.
4. Feature Fan Content Quickly
- Response time matters: Repost or acknowledge submissions within 24 hours to maintain momentum
- Showcase diversity: Feature a mix of content styles and creator types
- Cross-platform amplification: Share UGC across multiple channels for maximum impact
Measuring UGC Campaign Success
Track these key metrics to evaluate your campaign:
- Participation rate: Number of submissions vs. audience size
- Engagement metrics: Likes, comments, shares on UGC posts
- Sentiment analysis: Positive vs. negative mentions
- Conversion impact: Traffic and sales driven by UGC
- Content efficiency: Cost per piece of content vs. professional production
According to TINT, marketing teams using UGC see a 50% reduction in content production costs while achieving higher engagement rates.
Key Takeaways
- UGC builds trust and scales your content budget, with 92% of consumers trusting peer recommendations over advertising
- Clear themes + valuable incentives = higher participation, with specific prompts increasing engagement
- The best UGC campaign examples leverage existing user behaviors (like Spotify Wrapped).
- Digital rewards through platforms like Toasty simplify prize distribution—no shipping, no fees.
- Measure engagement and repurpose top-performing UGC for paid advertising to maximize ROI
FAQs
How many hashtags should I use?
One branded hashtag + up to two relevant tags for reach.
Should I moderate submissions?
Yes. Approve content to avoid inappropriate posts appearing in your feed. Implement a review process to avoid inappropriate content appearing in your feed.
How long should a UGC contest run?
7–14 days keeps the urgency high without losing steam.
Do I need legal permissions?
Yes. Include clear terms in your campaign: "By submitting with our hashtag, you grant us permission to repost."
What types of UGC perform best?
Authentic "in-the-moment" content outperforms staged photos in engagement and perceived trustworthiness.