User Generated Content Case Study

Story:

In the challenging year gone by, when people were stuck home, they were taking to cooking in a big way. People were happily donning their home chef hats and looking for inspiration, recipes, and authentic ingredients online. Brand Suhana naturally became a part of their culinary journey. Being an Indian Spices & Masala brand, with an easy-to-cook range, they have been a large part of the culinary experiments of these enthusiastic home chefs. People have always loved Suhana Masala owing to the quality ingredients and the range. People living far from home, looking for a familiar home-cooked meal or that restaurant level finesse in flavors have always enjoyed Suhana’s products, and that worked in the brand's favor even during the lockdown and after. #ThanksToSuhana campaign helped amplify this brand reach even further by lending a platform and a voice to the happy customers. Here’s how we did that.

Objective:

To leverage User Generated Content (UGC) to boost engagement and drive traction on the brand pages.

Approach:

With the idea to amplify customer feedback, #ThanksToSuhana was launched on Suhana Masala’s Facebook & Instagram pages.

In the first phase of the campaign, we came up with a series of posts that showcased customer feedback rhyming with the campaign thought #ThanksToSuhana. For example, "Hostel mein mila ghar jaisa khana, Thanks to Suhana."

This set the tone for the campaign and also lent a voice to original customer feedback. The fans loved the content series; it resulted in a 30% increase in post reach and engagement.

The second phase of the campaign was a UGC contest, where the fans were asked to put their creative hats on and rhyme their cooking-based thoughts with #ThanksToSuhana. The top 5 entries were featured on Suhana Masala’s official social media pages, and they also won Suhana hampers; the fans loved the concept, the incentivization and their content being featured on the brand pages, and they participated in large numbers. The overwhelming response resulted in soaring engagement levels and increased follower count.

In the end, it was a win-win situation for the brand and the fans. The brand leveraged User Generated Content (UGC) to connect with their fans, amplify customer feedback, drive engagement and increase followers. While on the other hand, the fans cherished being a part of the brand story along while also winning gift hampers.

This was one campaign that left us feeling, 'Mazaa aa gaya'.