What Makes a Great UGC Campaign? 10 Real Examples You Can Learn From

Why UGC Works So Well (and Why Brands Keep Using It)

Before we get into the real-world examples, let’s talk about why UGC (user-generated content) continues to outperform traditional ads:

It’s authentic. People trust people—especially fellow customers—more than brands.
It scales affordably. UGC gives you tons of creative assets without a big production budget.
It delivers social proof. Every post or video is a mini endorsement.
It expands reach. Creators usually share to their own audiences, multiplying exposure.
It converts. UGC consistently beats brand-generated content in performance testing.

Whether you’re a household name or just starting out, UGC helps you market smarter—not louder.

1. SKIMS – Real People, Real Impact

Platform: TikTok, Instagram, YouTube Shorts
Campaign Type: Always-on UGC strategy
Results: Viral try-ons, cult-like brand love

SKIMS thrives on authentic creator content. Real customers and micro-influencers constantly share try-on videos, GRWM clips, and reviews, which SKIMS frequently reposts. Their product lines (like “Fits Everybody”) make it easy for creators to structure content.

2. Sephora – Community Over Campaigns with #SephoraSquad

Platform: TikTok, YouTube, Instagram
Campaign Type: Annual creator program
Results: Over 600M views

The #SephoraSquad gives creators a full-year partnership to post honest reviews and tutorials. It’s more than a campaign—it’s a beauty community.

3. Nike – UGC That Tells a Bigger Story

Platform: YouTube, Instagram, TikTok
Campaign Type: Global UGC integration
Results: 50M+ views on campaign launch video

Nike’s “You Can’t Stop Us” campaign masterfully combines pro footage with UGC of everyday athletes. The result? A compelling narrative of resilience and unity.

4. GoPro – UGC Is the Product

Platform: Instagram, YouTube, Website
Campaign Type: Evergreen daily content
Results: Over 1M submissions/year

GoPro’s “Photo of the Day” is a long-running UGC feature that turns users into creators and keeps their community engaged and inspired.

5. Aerie – Redefining Beauty Standards with #AerieREAL

Platform: Instagram, TikTok
Campaign Type: Brand identity shift via UGC
Results: 32% sales growth during launch

Aerie’s #AerieREAL movement embraced unfiltered content and real bodies. It wasn’t just marketing—it was a statement.

6. Starbucks – Low-Lift, High-Impact with #RedCupContest

Platform: Instagram, Twitter (X)
Campaign Type: Seasonal UGC challenge
Results: 40K+ entries in one month

The #RedCupContest turned a seasonal product into a viral art contest with thousands of fan entries and national coverage.

7. Glossier – Listening, Launching, and Looping Back

Platform: Instagram, Slack, Email
Campaign Type: Community-driven product development
Results: Multiple cult-favorite launches

Glossier relies heavily on customer feedback for product development, turning UGC into both inspiration and promotion. Milky Jelly Cleanser is one of many products shaped by community input.

8. Delta – Faces of Travel

Platform: Instagram
Campaign Type: Lifestyle storytelling through UGC
Results: Boosted engagement and sentiment

With the hashtag #FacesOfTravel, Delta spotlighted real traveler stories, making the brand feel more human and less corporate.

9. Dove – Real Stories, Long-Term Loyalty

Platform: Instagram, YouTube
Campaign Type: Purpose-driven UGC storytelling
Results: Global impact, long-lasting brand trust

Dove’s Real Beauty campaign empowered women to share their stories and photos. It remains one of the most cited purpose-driven campaigns in marketing.

10. Gymshark – TikTok Challenges That Actually Work

Platform: TikTok, Instagram Reels
Campaign Type: Timely fitness challenge
Results: 240M+ video views

The #SweatTogether challenge kept the fitness community active during lockdowns, driven by creator-led home workouts.

5 Quick UGC Tactics You Can Steal Today

Keep it simple. Easy prompts = more participation.
Feature your fans. Reposts and recognition build loyalty.
Lead with values. Make your UGC about more than products.
Run it like a movement. Set a start, middle, and end for momentum.
Repurpose it all. Turn UGC into ads, web banners, social proof—everywhere.

TL;DR: What Makes UGC Campaigns Actually Work?

The best UGC campaigns are simple, scalable, and grounded in trust. They don't just sell products—they create a shared story between brand and community. Whether you're just getting started or ready to scale, the takeaway is the same: let your audience in.

Need help launching your next UGC campaign?
Head over to Web3inc.com to connect with creators who get your brand and know how to deliver scroll-stopping content.