First Party Content is Booming
Brands using First Party Content
ITV and Dove both knew exactly what they wanted to achieve and each gave the public clear instructions on what content to create. Miappi’s Content Aggregator platform provided a simple and elegant way of collecting and curating First Party UGC by allowing the content to be uploaded direct to the organisation, as well as providing a straight-forward way of agreeing terms and conditions with the content creator. Miappi also provided the means for distribution so that the brands could display the best user-generated content on their websites as part of an interactive gallery.
The Perfectly Crafted Question
A great First Party UGC campaign should give back to both the content creator community and the brand, without either compromising on their own values. So really, your content creator could be anyone as long as the interaction is authentic and leaves everyone coming away from the experience enriched. The level of authenticity in the relationship you have with your content creators will shine through in the quality and impact of your campaign.
Project #ShowUs by Dove
The People’s Ad Break by ITV
Given that most of their viewers are equipped with smartphones that, thanks to modern technology, supplies them with simplified TV studio technology in a pocket, ITV were confident that they would get a high volume of good quality submissions. ITV ended up receiving hundreds of entries from viewers hoping to showcase their work to a national prime-time audience. The results, broadcast in May 2020, were funny, ingenious, clever and memorable. So memorable in fact that the DIY adverts outperformed the originals in brand recall. https://www.campaignlive.co.uk/article/five-remakes-itv-the-peoples-ad-break-outstrip-originals-brand-recall/1684579
Here’s what ITV had to say:
“UGC was the core of our idea and would not be possible without Miappi and the team. By using Miappi, my job was made easier, we have saved lots of manual work and using Miappi’s direct upload feature we have made getting consent a breeze.
Typically the production of TVC ads can cost anywhere from £20k-£1m and involve a number of parties to get to a finished product. By leveraging UGC for this campaign we have been able to turn around a highly engaging TV ad in a short space of time whilst saving budget too. Miappi has given us full control of collection, curation, licensing of authentic moments from the public.”
Creating a First Party Content Campaign
Firstly, your fans upload their content directly to your website, microsite, or app using Miappi’s easy-to-use Public Form. This form minimises the time required to collect content and clears appropriate terms and conditions at the same time. This means that you get the appropriate consent needed for how you intend to use the uploaded content. You can find out more about the Public Form here: https://intercom.help/miappi/en/articles/1621411-public-form
It is also completely customisable! We can tweak the fields and the design to meet your project needs.
Miappi’s clear dashboard user-interface lets you curate, moderate and organise you UGC into specific albums. This content can then be used in line with the Ts&Cs agreed with the content creator at the time of upload.
Finally, as well as the uses described earlier in this article, UGC can be displayed via a direct feed on websites, social media, microsites, purchase paths – the sky’s the limit when it comes to your campaigns. And if you have an idea for a new application, our developers will help you make it happen.
After you’ve created an affordable, high-impact First Party UGC campaign with the help of your most loyal customers, what next? In the world of UGC, as in life, we don’t believe in ditching a beautiful friendship. As our platform evolves we are developing community tools so that you can continue to reward your superfans, trial new products with them and invite them to contribute their content to future campaigns.
We hope you’ll dip your toe into the world of First Party Content soon. Miappi will take care of the time consuming stuff, making it easy for you to interact with your most engaged consumer fans.