Howard Davidson Arlington MA - SodaStream Stirs Up A User-Generated Ad Campaign

1. SodaStream Stirs Up A UserGenerated Ad Campaign
by
Howard Davidson, Arlington, MA
Slide By :- Howard Davidson Arlington MA

2. SodaStream Stirs Up A UserGenerated Ad Campaign
SodaStream has stirred things up with a user-generated ad
campaign! It’s no secret that the line between consumers
and marketers has become increasingly blurred in our social
media dominant age. One interesting example of this tricky
dynamic is the recent marketing push from SodaStream, a
company that sells do-it-yourself soda making machines for
home use. In a quest for greater market penetration, the
company has started a campaign to feature user-generated
advertisements – and the results have been pretty
m/sodastream-pours-on-the-user-generatedcontent/article/324550/”>surprising.
Slide By :- Howard Davidson Arlington MA

3. SodaStream started by asking fans to upload their own photographs of
the product onto the company’s Facebook page. SodaStream then
selected a number of these photos to appear in their ad banners,
alongside traditional paid content. So far, the metrics show that the
public is far more responsive to the user-generated content than the
traditional creative work. User-generated ads scored a 76% higher clickthrough rate, as well as a 136% increase in the engagement rate (which
includes post likes, page likes, and overall photo views). The photos
themselves scored a whopping 313% increase in viewing rate over the
conventional content on social media.
Slide By :- Howard Davidson Arlington MA

4. As paradoxical as it may seem, there are
plenty of strong arguments for getting
consumers to, effectively, advertise to
themselves. A representative for SodaStream
touted the results as proof that people
increasingly want to feel some sort of
ownership over the products they buy – no
doubt, it’s implied, because many people
increasingly define themselves by what they
purchase. In the case of SodaStream
customers, creating ads for the company
simply reinforces the scrappy DiY spirit of
making your own soda at home, and it’s yet
more evidence that self-expression sells.
Slide By :- Howard Davidson Arlington MA