Weleda, a manufacturer and online seller of natural cosmetics, personal care products and alternative medicines, leveraged user-generated content (UGC) to promote “real” beauty and, more importantly, drive customer engagement during its Global Garden marketing campaign. As a beauty brand, Weleda felt it was necessary to showcase real customers to its audience — without photo editing or filtering — to build closer relationships with younger consumers.
The cosmetics company leveraged the Olapic Content Engine to identify hundreds of images marked with the hashtag and campaign keywords that aligned with Weleda’s brand identity and values. From there, Weleda was able to mine images from the approved content library to inform and improve the next iteration of its brand communication. Following a successful test phase in Germany, France and the U.S., UGC campaigns are now being rolled out in other countries.