User Generator Content (UGC) is an ever-growing phenonium that has been fuelling a broad range of online channels, launching careers, driving product usage, and, most importantly, delivering hours of entertainment. An article by www.tintup.com/ stated that ads based on user-generated content receive 4 times higher click-through rates and a 50% drop in cost-per-click compared to average ads. When users create and share content on social media channels, they get 28% higher engagement compared to standard company posts.
Towards the end of 2021, we worked on the ‘YouTube Shorts’ campaign through OMD South Africa, which featured on our expansive network of i-Vision mall and Roadside digital displays. ‘YouTube Shorts’ is a way for anyone to turn an idea into a chance to connect with new audiences anywhere in the world through UGC. All you need is a smartphone and the ‘Shorts’ camera built right in the YouTube app. The latest Shorts creation tools make it fast, fun, and easy to be a creator on YouTube.
The campaign targeted shoppers in three of the most frequented super-regional malls: Sandton City, Gateway, and Cavendish. The combined estimated mall footfall over the campaign is over six million shoppers. In addition to an estimated 2.43 million consumers through Roadside digital screen. The campaign delivered reach at scale to consumers out and about, with phones in hand, ready to search and share their unique stories.
The campaign creative showed a range of eye-catching and entertaining UGC, and being in the public space, through our i-Vision mall network, makes it stand out and grab shoppers’ attention. UGC relies on the sharing of authentic experiences about a brand’s products or services online, while outdoor advertising offers a brand-safe and trusted environment to boost brand credibility, by sharing brand stories in the public eye.
Harnessing the salient attributes of outdoor advertisings, together with mobile, can enhance campaign messages. Through the rich geospatial insights from outdoor and mobile handset usage, brands can localise their creative, hyper-target diverse consumer segments to deliver contextually relevant messaging, which increases consumer recall and engagement.
Many local and global technology brands place tremendous value in outdoor advertising, which carries an organic level of trust. Outdoor advertising can help tell diverse and engaging brand stories which are woven into our daily commute and shop. At JCDecaux South Africa, we aim to connect the dots between mobile and out of home advertising, guided by rich consumer insights to improve on brands ROMI from their media campaign.