But who’s she wearing in front of that green screen?
User generated content is more than just a catchphrase: for some major brands, it’s a key to reaching consumers on their level rather than with traditional ads and “SALE NOW” marketing emails. As a prime example, a recent Marc Jacobs campaign starred “real people” plucked straight from Instagram who’d never seen a modeling contract.
Marc certainly isn’t the only brand looking to others to help expand and improve its own promotional efforts.
So what’s the key to making fans’ content work for you instead of using stock photos like the one above?