Customer Acquisition: How User-Generated Content Helps SCOUT Gain New Customers
SCOUT by Bungalow, a lifestyle brand that offers personalized tote bags, insulated coolers, storage bins and more, increased its customer base last year thanks to a social media marketing program centered around user-generated content (UGC).
Last summer, in an effort to enhance its e-commerce site and make it even more relevant and user friendly, SCOUT created an online photo gallery for users to post their own fun photos. It was created in partnership with Offerpop Commerce, a company that helps marketers share social content.
SCOUT also shared a how-to guide with customers which directed them to snap photos of themselves with their SCOUT bags and post them on Instagram, Twitter or SCOUT's website with the hashtag #scoutbags. SCOUT moderates entries and approves the best shots before featuring them in the gallery.
SCOUT drives customers to its photo gallery through email marketing that spotlights #scoutbags photos; organic social media content; and features throughout its website. All of the content is clickable to product pages so visitors can buy what they see.
Since launching its photo gallery last July, SCOUT's UGC campaign has generated more than 20,000 unique page views, 15,000 clicks, and 600 pieces of content collected via Instagram, Facebook and direct upload. The gallery and #scoutbags hashtag is also helping drive new customers to the site.
"When [new customers] see the photos on their friends' social media accounts, that intrigues them to visit our website," said Sally Kay, manager of direct-to-consumer sales for SCOUT. "From checking out the gallery and visiting our website, we try to collect their information and convert them as a new customer. We consider UGC to be part of our word-of-mouth or referral marketing.