Of course, the inherent eye-catching nature of this on-the-streets campaign was aimed at piquing the curiosity and awareness of onlookers, especially of those who aren’t already in Christie’s immediate circle. And owing to the authenticity and lifelike nature of user generated photos, they generally become successful in becoming viral and thus in ensuring engagement. That’s precisely why Christie’s chose UGC!
But apart from achieving mere attention, this luxury UGC campaign was quite unique in the sense of its experiential value. Generally, when it comes to UGC campaigns, companies ask customers to share their moments with their products. But Christie’s allowed people to step in the shoes of an auctioneer–who is essentially the salesperson. It’s almost always the case that those contributing photos are on the other side of the counter, or, in this case, podium. Indeed, it was a great example of how to add an experiential touch to your UGC campaign. Of course, user-generated photos are a must to have in today’s extremely visual environment of the internet. But it’s important to know how to use them differently and innovatively. I think any marketer can take this particular leaf out of Christie’s book. Note: Naturally, Christie’s embraced UGC because it understood its power and importance. To have a better understanding of how it actually positively impacts the overall prospects of the business, go through this blog. Still don’t believe us? Our “Ultimate List of User Generated Content Statistics” will make you doubtless. Searching for other innovative UGC ideas? For thoughts on how to boost sales, recognition, and engagement with visual social content, take a look at our guides: